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The Effects of Loneliness on Consume...

Qin, Yu.

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The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads./
Author:	Qin, Yu.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	77 p.
Notes:	Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
Contained By:	Dissertation Abstracts International79-01A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10606589
ISBN:	9780355153071

The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads.
Qin, Yu.

The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 77 p.

Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.

Thesis (Ph.D.)--University of South Florida, 2017.

This item is not available from ProQuest Dissertations & Theses.

Social media has become an integral part of consumers' lives and a popular platform for interactive marketing communication. In an age boasting of unprecedented digital connectivity, loneliness (defined as perceived social isolation) has, paradoxically, becoming widespread, affecting consumers' preferences for products and brands in the marketplace. The present research extends the feelings-as-information theory and develops a conceptual framework in which loneliness modifies people's cognitive processing style and induces concrete thinking in the context of evaluating social media messages. Using a mixed methods research approach, I first take a close look through the lens of a qualitative study at what it is like for the average consumer to experience loneliness. Additional experiments show that lonely consumers have higher digital engagement with concrete (vs. abstract) social media ads. Broadly, my findings on the effects of loneliness on consumers' digital engagement with social media ads highlight the fact that loneliness may render different types of social media ads (abstract versus concrete) more or less effective.

ISBN: 9780355153071Subjects--Topical Terms:

536353
Marketing.

The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads.
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520 $a Social media has become an integral part of consumers' lives and a popular platform for interactive marketing communication. In an age boasting of unprecedented digital connectivity, loneliness (defined as perceived social isolation) has, paradoxically, becoming widespread, affecting consumers' preferences for products and brands in the marketplace. The present research extends the feelings-as-information theory and develops a conceptual framework in which loneliness modifies people's cognitive processing style and induces concrete thinking in the context of evaluating social media messages. Using a mixed methods research approach, I first take a close look through the lens of a qualitative study at what it is like for the average consumer to experience loneliness. Additional experiments show that lonely consumers have higher digital engagement with concrete (vs. abstract) social media ads. Broadly, my findings on the effects of loneliness on consumers' digital engagement with social media ads highlight the fact that loneliness may render different types of social media ads (abstract versus concrete) more or less effective.
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