• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文学位 >User Generated Branding Versus Brand Generated Advertising On Facebook: The Impact Of Content Source On Perceptions, Attitudes And Purchase Intention
【24h】

User Generated Branding Versus Brand Generated Advertising On Facebook: The Impact Of Content Source On Perceptions, Attitudes And Purchase Intention

机译：用户生成的品牌与Facebook上的品牌生成的广告：内容来源对感知，态度和购买意愿的影响

获取原文
获取原文并翻译 | 示例
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This study examined the influence of User Generated Branding (UGB) on consumers' attitudes and purchase intentions by comparing it to brand generated advertising on the world's largest social media website: Facebook (eMarketer, 2016). The research was theoretically grounded by the Theory of Planned Behavior (TPB), which helped in understanding how consumers' attitudes toward a behavior would form their behavioral intentions. The advent of User Generated Branding on Facebook has radically changed the communication patterns between brands and consumers. Facebook, at its core, is a place for interpersonal communications. Therefore, it offers its members with emotional benefits through networking and conversations. But, as it is slowly evolving into a marketing platform (Scale, 2008), users have found many practical commercial implications in terms of information search on the platform before deciding to purchase an item. UGB refers to "the strategic and operative management of brand-related user generated content (UGC) by the brand and its consumers to achieve brand goals (Burmann & Arnhold, 2009, p. 3)." Brand-related user generated content is any type of data, information or media, voluntarily created and contributed by regular people who are consumers of a specific brand, which comes across as useful or entertaining to other consumers (Krumm et al., 2008). On the other hand, brand generated advertising is any form of media-related strategies and tactics, usually paid, deployed by a business in order to establish as well as maintain effective and ongoing communications with its customers (Stuhfaut & Davis, 2010). The current research tried to explore into this collaboration between consumers and brands as well as other consumers on Facebook (Saxena & Khanna, 2013).;The present research posited that UGB, as an added consumer interaction touch point about brands on Facebook, could play a more decisive role than brand generated ads in shaping users' perceptions, attitudes, and purchase intentions. 669 undergraduate students from a major university in Southeastern USA voluntarily participated in this research. In an online survey, the subjects were randomly assigned to one of the two experimental conditions, framed as either a UGB Facebook post or a brand generated ad post. Inattentive and inconsistent responses were eliminated using dummy test questions. So, the final sample size consisted of 539 participants (n = 539). The findings suggested that there was not a statistically significant difference in how these two sources of content impacted users' attitudes and purchase intentions (p = .05). Both UGB posts and brand generated ads on Facebook were seen to play complementary roles in influencing consumers' intentions to purchase.;This research offered useful insights to marketers and advertisers in finding the right kind of content combination on Facebook that would induce favorable perceptions, attitudes and purchase intention. Practical implications showed that, on Facebook, brands should flexibly adapt their promotional strategies to users' brand-related interactions. From an academic perspective, the present study was seen to contribute toward filling the prevailing gap in the literature in investigating consumer behavior patterns related to UGB on Facebook, considering the ever increasing popularity of the website (de Vries et al., 2012).
机译：这项研究通过将用户生成品牌（UGB）与全球最大的社交媒体网站：Facebook上的品牌生成广告进行比较，研究了用户生成品牌（UGB）对消费者态度和购买意图的影响（eMarketer，2016年）。该研究从理论上以计划行为理论（TPB）为基础，该理论有助于理解消费者对行为的态度如何形成他们的行为意图。 Facebook上“用户生成品牌”的出现从根本上改变了品牌与消费者之间的交流方式。 Facebook的核心是进行人际交流的地方。因此，它通过网络和对话为其成员带来情感上的好处。但是，由于它正逐步发展为营销平台（Scale，2008），因此在决定购买商品之前，用户已经在该平台上的信息搜索方面发现了许多实际的商业意义。 UGB是指“品牌及其消费者对品牌相关的用户生成内容（UGC）的战略和运营管理，以实现品牌目标（Burmann＆Arnhold，2009，p.3）”。与品牌相关的用户生成的内容是指由某个特定品牌的消费者所组成的普通人自愿创建和贡献的任何类型的数据，信息或媒体，它们对其他消费者有用或娱乐（Krumm等，2008）。另一方面，品牌产生的广告是一种与媒体相关的任何形式的战略和策略，通常由企业部署，以建立并维持与其客户之间持续有效的沟通（Stuhfaut＆Davis，2010）。当前的研究试图探索消费者与品牌以及Facebook上其他消费者之间的这种合作（Saxena＆Khanna，2013）。；本研究认为，UGB作为与Facebook上品牌相关的消费者互动接触点，可以发挥作用在塑造用户的感知，态度和购买意图方面，比品牌生成的广告更具决定性的作用。来自美国东南部主要大学的669名本科生自愿参加了这项研究。在一项在线调查中，受试者被随机分配到两个实验条件之一，以UGB Facebook帖子或品牌生成的广告帖子为框架。使用虚拟测试题消除了注意力不集中和不一致的情况。因此，最终样本量由539名参与者组成（n = 539）。调查结果表明，这两种内容来源如何影响用户的态度和购买意愿在统计学上没有显着差异（p = .05）。 UGB帖子和Facebook上的品牌广告均被视为在影响消费者的购买意愿方面起到补充作用。这项研究为营销商和广告商提供了有用的见解，以在Facebook上找到正确的内容组合，从而引起良好的认知，态度。和购买意向。实际含义表明，在Facebook上，品牌应根据用户与品牌相关的互动灵活地调整其促销策略。从学术角度来看，考虑到网站的日益普及，本研究被认为有助于填补文献中有关与UGB在Facebook上的消费者行为模式有关的普遍差距（de Vries等，2012）。

著录项

  • 作者

    Diwanji, Vaibhav Shwetangbhai.;

  • 作者单位

    The Florida State University.;

  • 授予单位 The Florida State University.;
  • 学科 Communication.;Marketing.;Behavioral sciences.
  • 学位 M.A.
  • 年度 2017
  • 页码 135 p.
  • 总页数 135
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号