@inproceedings{e273fe5c1f8b492e88f1ebf5bff31dec,
title = "The impact of brand actions on facebook on the consumer mind-set",
abstract = "Despite all the surrounding hype, it is still not clear exactly how social media affects consumer behavior. In an effort to contribute to the current debate on the effectiveness of social media marketing this study aims to theorize and empirically demonstrate how brand{\textquoteright}s social media efforts influence a wide array of consumer mind-set metrics that underlie the consumer purchase decisionmaking process. Specifically, we relate key dimensions of a brand{\textquoteright}s social media actions (intensity, valence and richness) to well established consumer mind-set metrics ranging from awareness through attitude to satisfaction. We hypothesize that brand actions{\textquoteright} intensity (more brand posts) with neutral valence and richer content will have a strong impact on the consumer mind-set. Using a unique data set that captures both social media and consumer mind-set metrics for multiple brands, we propose empirically testing our model with panel vector auto regression.",
keywords = "Mind-set metrics, Panel vector auto regression, Social media",
author = "Anatoli Colicev and Peter O{\textquoteright}Connor",
note = "Publisher Copyright: {\textcopyright} IFIP International Federation for Information Processing 2016.; 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 ; Conference date: 13-09-2016 Through 15-09-2016",
year = "2016",
month = sep,
day = "15",
doi = "10.1007/978-3-319-45234-0_12",
language = "English",
isbn = "9783319452333",
volume = "9844",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Verlag",
pages = "128--133",
editor = "Dwivedi, {Yogesh K.} and Marc Clement and Slade, {Emma L.} and Rana, {Nripendra P.} and M.N. Ravishankar and Matti M{\"a}ntym{\"a}ki and Marijn Janssen and Salah Al-Sharhan and Simintiras, {Antonis C.}",
booktitle = "Social Media: The Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings",
address = "Germany",
}
