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Social media brand community and consumer behaviour quantifying

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Nội dung chi tiết: Social media brand community and consumer behaviour quantifying

Social media brand community and consumer behaviour quantifying

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying omputing National University of Singapore gohkyift comp.nus.edu.sgCheng Suang HENG School of Computing National University of Singapore hengcs@comp.nu

s.edu.sgZhijie LIN School of Computing National University of Singapore lin7hiiie@comp.nus.edu.sg41183’ This research is partially supported by the Si Social media brand community and consumer behaviour quantifying

ngapore Ministry of Education. Project Grant R-253-OOO-O71-I12. Conesponding author's email contact: gohkyg comp tins edu sg. All authors contributed

Social media brand community and consumer behaviour quantifying

equally to this research. Author names are arranged in alphabetical order of last names.Electronic copy aveiléblo Bt: h tp./.'ssmcont.'abstr'dct-20486

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying r use of social media by consumers and marketers, empirical research investigating their economic values still lags. In tills study, we integrate qual

itative user-marketer interaction content data from a fan page brand community on Facebook and consumer transactions data to assemble a unique data se Social media brand community and consumer behaviour quantifying

t at rhe individual consumer level. We then quantify the impact of commiuiity contents from consumers (user-generated content, I.e.. UGC) and marketer

Social media brand community and consumer behaviour quantifying

s (marketer-generated content, i.e.. MGC) on consumers’ apparel purchase expenditures. A content analysis method was used to construct measures to cap

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying iity. In OIU empirical analysis, we exploit differences across consumers’ fan page joining decision and across timing differences in fan page joining

dates for our model estimation and identification strategies. Importantly, we also control for potential self-selection biases and relevant factors su Social media brand community and consumer behaviour quantifying

ch as pricing, promotion, social network attributes, consumer demographics and unobserved heterogeneity. Our findings show tliat engagement in social

Social media brand community and consumer behaviour quantifying

media brand communities leads to a positive increase in purchase expenditures Additional examinations of VGC and MGC impacts show evidence of social m

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying MGC, which vary by the type of directed or undirected communication modes by consumers and the marketer. Specifically, the elasticities of demand with

respect to UGC information richness are 0.006 (directed communication) and 3.140 (imdirected communication), whereas those for MGC information richne Social media brand community and consumer behaviour quantifying

ss are insignificant. Moreover, the ƯGC valence elasticity of demand is 0.1 so (imdiiected communication), while that for MGC valence is 0.004 (direct

Social media brand community and consumer behaviour quantifying

ed communication). Overall. VGC exhibits a stronger impact than MGC on consumer purchase behavior. Our findings provide various implications for acade

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying n mode; text mining; econometric modeling1Electronic copy available at http.//ssm com/abshact* 20486141. IntroductionSocial media have become incredib

ly popular ill recent years. eMarketer projects that more than hall of U.S. adult Internet users will be regular users of social media by 2013 (Grau 2 Social media brand community and consumer behaviour quantifying

009). 'llie number of active Facebook users has ahead} Leached 953 million by July 2012. an increase of 29% ovex, the prior year (Facebook 2012). This

Social media brand community and consumer behaviour quantifying

surge in popularity has produced extensive online user generated content (UGG) or word of month (\VO.\I) and hence, attracted marketers'attention. Fo

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying ). Marketers, on behalf of their firms, generate content on social media (hereafter termed as marketer generated content (MGC)) to engage consumers ac

tively. Despite the prevalent use of social media by consumers and marketers, empirical research, investigating then economic values still lags in tln Social media brand community and consumer behaviour quantifying

ee critical aspects that motivate our study.First, prior l.’GC studies that have documented rhe economic impact of various aspects of UGC, such as rev

Social media brand community and consumer behaviour quantifying

iew vohune (Chevalier and Mayzlin 2006; Duan et al. 2008; Liu 2006), review subjectivity and readabihty (Ghose and Ipêuotis 2011), have focused mainly

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying Clemons et al 2006). Studies such as Luca (2011) that examine L'GC in relation to repeat purchase items are rare, and none have examined both UGC and

MGC in the context of a social media brand community. Thus, the literature lacks a rigorous quantification of the value of recurring engagement by co Social media brand community and consumer behaviour quantifying

nsumers and marketers in such a community, especially with metrics such as l.GC and MGC elasticities of demand for repeat purchase goods.Second, prior

Social media brand community and consumer behaviour quantifying

research has shed little light on the contention between tile two complicated roles of consumers and marketers. Even though some research (Chen and X

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying vidence on the relative efficacy of UGC and MGC in inducing consumer purchases is rare, with rhe exceptions of Trusov Ct al. (2009) and Albuquerque Ct

al. (2012). Due to the simultaneous engagement of consumers and marketers on social media, consumers’ purchase decisions are often milueuced by both Social media brand community and consumer behaviour quantifying

UGC and MGC. The potential conflict stems from different consumer motivations, needs, and ar times, their level of skepticism toward MGC (Escalas 2007

Social media brand community and consumer behaviour quantifying

; Obermiller arid Spangenberg 1998). Coupled with die potential two-sidedness (re.,2Electronic copy available at. https://ssm.com/abstract=2048614gene

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying at the relative marketing effectiveness or MGC (which typically is overtly positive) and L’GC on consumer purchases is.Third, prior VGC research mostl

y focused on the aggregate-level economic values of UGC, but overlooked the critical phenomena occurring at the dyadic individual consumer level. Desp Social media brand community and consumer behaviour quantifying

ite the increasing reliance of fir ms on consumers* \\"OM as a marketing strategy (Godes and Mayzlin 2009; Nam Ct al. 2010), little effort has been de

Social media brand community and consumer behaviour quantifying

voted to understanding whether and how modes of interpersonal communication matter. Consumer-to-consumer communication tends to be undirected in the p

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying ly address the entire audience base at large Without targeting a specific party and Without regard for past interactions contexts. However, in social

media contexts (e.g.. Facebook fan pages), juxtaposed among the undirected communication are often dirMtdconsumer-to-consumer and marketer-to-consnmer Social media brand community and consumer behaviour quantifying

communication (Burke et al. 2011) For example, consumers and marketers can pinpoint each other’s remarks and respond in a targeted way to each party'

Social media brand community and consumer behaviour quantifying

s content. They can interact on fan pages on a one-to-one basis via posting or commenting in response to a post. Despite its prevalence, research dist

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying ve of OIU study is to assess the impacts of both L’GC and MGC in a social media brand community on consumers’ repeat purchase behaviors. By measuring

the informative and persuasive aspects of UGC and MGC, and observing them at the dyadic individual consumer level, we seek to quantify* their direct a Social media brand community and consumer behaviour quantifying

nd relative unpacts under directed and undirected communication modes. Our research question is thus: Hou is consumer purchase behavior influenced by

Social media brand community and consumer behaviour quantifying

use r-Ịẹne rated con ft Nt and marketer-generated content in sod al media brand communities, and whether and bon do tin communication modes matter?To

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content'Khim Yong GOH School of Co

Social media brand community and consumer behaviour quantifying with, community members* purchase information from the retailer’s customer reward program database. Vie used a commercial text mining tool to constru

ct measures to capture the informative and persuasive nature of UGC and MGC while3Electronic copy available at. https://ssm.com/abstract=2048614distin Social media brand community and consumer behaviour quantifying

guishing between directed and undirected communication modes in the brand community Otu econometric specification models consumers’ weekly purchase ex

Social media brand community and consumer behaviour quantifying

penditure as a function of VGC and MGC factors, controlling for relevant factors at the pricing, promotion, individual consumer, social network and ti

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