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Power of consumers: Examining the in...

Kim, Angella J.

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Power of consumers: Examining the influence of brand-related user-generated content on consumer response.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Power of consumers: Examining the influence of brand-related user-generated content on consumer response./
作者:	Kim, Angella J.
面頁冊數:	194 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-02(E), Section: B.
Contained By:	Dissertation Abstracts International77-02B(E).
標題:	Social psychology. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3727684
ISBN:	9781339128597

Power of consumers: Examining the influence of brand-related user-generated content on consumer response.
Kim, Angella J.

Power of consumers: Examining the influence of brand-related user-generated content on consumer response. - 194 p.

Source: Dissertation Abstracts International, Volume: 77-02(E), Section: B.

Thesis (Ph.D.)--University of Minnesota, 2014.

This study was designed to test a model examining the influence of brand-related UGC shared via Facebook on consumer response. Specific research objectives were to 1) investigate whether brand-related UGC act as stimuli to activate consumer response in relation to brands, 2) examine the process by which brand-related UGC influences consumer behavior via emotional and cognitive responses, and 3) test whether brand-related UGC source and receiver characteristics moderated the relationships between brand-related UGC and emotional and cognitive responses. The model tested was derived from the S-O-R consumer response model (Mehrabian & Russell, 1974) that depicts the effects of environmental stimuli on consumer responses (i.e., emotional, cognitive, behavioral).

ISBN: 9781339128597Subjects--Topical Terms:

520219
Social psychology.

Power of consumers: Examining the influence of brand-related user-generated content on consumer response.
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245 1 0 $a Power of consumers: Examining the influence of brand-related user-generated content on consumer response.
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500 $a Source: Dissertation Abstracts International, Volume: 77-02(E), Section: B.
500 $a Adviser: Kim K. P. Johnson.
502 $a Thesis (Ph.D.)--University of Minnesota, 2014.
520 $a This study was designed to test a model examining the influence of brand-related UGC shared via Facebook on consumer response. Specific research objectives were to 1) investigate whether brand-related UGC act as stimuli to activate consumer response in relation to brands, 2) examine the process by which brand-related UGC influences consumer behavior via emotional and cognitive responses, and 3) test whether brand-related UGC source and receiver characteristics moderated the relationships between brand-related UGC and emotional and cognitive responses. The model tested was derived from the S-O-R consumer response model (Mehrabian & Russell, 1974) that depicts the effects of environmental stimuli on consumer responses (i.e., emotional, cognitive, behavioral).
520 $a Data were collected from individuals participating in consumer panels (n = 533) managed by a marketing research company. Participants were individuals who were at least 18 years old and who had a Facebook account. An online self-administered survey methodology was employed. Mock Facebook fan pages were developed as visual stimuli and presented participants with brand-related UGC. Participants also completed a questionnaire containing measures of emotional, cognitive, and behavioral responses. Structural equation modeling (SEM) was used to test the proposed hypotheses indicated in the model.
520 $a The study examined brand-related UGC as stimulus, pleasure and arousal as emotional responses and perceived information quality as cognitive response. Information pass-along, impulse buying, future-purchase intention, and brand engagement were treated as behavioral response constructs (i.e., behavioral outcomes in relation to brand) in the S-O-R model. Homophily and brand involvement were tested as moderators in the S-O relationships.
520 $a Brand-related UGC were informational stimuli that activated consumers' emotional and cognitive responses (i.e., pleasure, perceived information quality). However, arousal as an emotional response was not significantly influenced by brand-related UGC. The eWOM source characteristic (i.e., homophily) moderated the relationships between brand-related UGC and emotional and cognitive responses.
520 $a Both emotional and cognitive responses examined (i.e., pleasure, arousal, perceived information quality) significantly influenced behavioral responses. Thus, information pass-along, impulse buying, future-purchase intention, and brand engagement were behavioral responses stimulated by brand-related UGC. Discussions of the findings, theoretical and practical implications, and limitations and suggestions for future research were provided based on the findings.
590 $a School code: 0130.
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650 4 $a Marketing. $3 536353
650 4 $a Mass communication. $3 2144804
650 4 $a Web studies. $3 2122754
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710 2 $a University of Minnesota. $b Design, Housing and Apparel. $3 1035411
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792 $a 2014
793 $a English
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