کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
6837526 618429 2016 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook
ترجمه فارسی عنوان
قدرت مصرف کنندگان با استفاده از رسانه های اجتماعی: بررسی تأثیر مطالب مرتبط با نام تجاری مرتبط با فیس بوک
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
چکیده انگلیسی
This study examined the influences of positive brand-related user-generated content (UGC)1 shared via Facebook on consumer response. The model tested was derived from the S-O-R consumer response model (Mehrabian & Russell, 1974) that depicts the effects of environmental/informational stimuli on consumer response. Specific research objectives were to investigate whether brand-related UGC acts as a stimulus to activate consumer behavior in relation to brand and examine the processes by which brand-related UGC influences consumer behavior. Using the S-O-R model, brand-related UGC was treated 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 responses. Participants (n = 533) resided in the U.S. and had a Facebook account. Mock Facebook fan pages including brand-related UGC were developed as visual stimuli and presented via an online self-administered questionnaire. SEM was used to analyze the data. Brand-related UGC activated consumers' emotional and cognitive responses. Emotional and cognitive responses significantly influenced behavioral responses. Positive brand-related UGC exerts a significant influence on brand as it provokes consumers' eWOM behavior, brand engagement, and potential brand sales.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 58, May 2016, Pages 98-108
نویسندگان
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