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"I speak, therefore I am": Identity ...

Taylor, David George.

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"I speak, therefore I am": Identity and self-construction as motivation to engage in electronic word of mouth.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	"I speak, therefore I am": Identity and self-construction as motivation to engage in electronic word of mouth./
作者:	Taylor, David George.
面頁冊數:	164 p.
附註:	Source: Dissertation Abstracts International, Volume: 72-05, Section: A, page: 1719.
Contained By:	Dissertation Abstracts International72-05A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3448594
ISBN:	9781124555409

"I speak, therefore I am": Identity and self-construction as motivation to engage in electronic word of mouth.
Taylor, David George.

"I speak, therefore I am": Identity and self-construction as motivation to engage in electronic word of mouth. - 164 p.

Source: Dissertation Abstracts International, Volume: 72-05, Section: A, page: 1719.

Thesis (Ph.D.)--University of North Texas, 2010.

To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon---the relationship between the self-concept and word of mouth (WOM).

ISBN: 9781124555409Subjects--Topical Terms:

1017573
Business Administration, Marketing.

"I speak, therefore I am": Identity and self-construction as motivation to engage in electronic word of mouth.
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245 1 0 $a "I speak, therefore I am": Identity and self-construction as motivation to engage in electronic word of mouth.
300 $a 164 p.
500 $a Source: Dissertation Abstracts International, Volume: 72-05, Section: A, page: 1719.
500 $a Adviser: David Strutton.
502 $a Thesis (Ph.D.)--University of North Texas, 2010.
520 $a To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon---the relationship between the self-concept and word of mouth (WOM).
520 $a A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but most extant research focuses on how the act of engaging in WOM is used to build the self-concept. To date there has not been an extensive examination of the process by which WOM transfers the meaning of a product, brand, advertisement or narrative from one consumer to another as part of identity construction. This dissertation attempts to answer the following research questions: (1) Do self-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? (2) Is there a conceptual model to represent the effects of message characteristics, product/brand characteristics and individual personality differences on the self-enhancement value of eWOM and resulting eWOM behaviors?
520 $a A conceptual model was proposed and, using an experimental research design, hypotheses were tested using structural equation modeling (SEM). The results suggest that self-concept and identity indeed motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value.
520 $a This dissertation both contributes to the theoretical understanding of eWOM and assists managers in developing marketing strategy. The use of WOM for identity construction remains an understudied area in marketing when compared to the consumption of products as self-expression. This research provides suggestions for practitioners in harnessing the potential of eWOM as a marketing strategy through message development and targeting of lucrative segments with viral campaigns.
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