Social media brand community and consumer behaviour quantifying
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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.nus.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 contributedSocial 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-20486Social 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 qualitative 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 marketerSocial 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 capSocial 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 socialSocial 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 mSocial 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 (directSocial 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 acadeSocial 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 incredibly 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). ThisSocial 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. FoSocial 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 actively. 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 revSocial 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 mainlySocial 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, priorSocial 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 XSocial 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 2007Social 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=2048614geneSocial 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 mostly 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 deSocial 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 pSocial 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 distSocial 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 bySocial 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 construct 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 exSocial 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 tiGọi ngay
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