The impact of brand actions on facebook on the consumer mind-set

Anatoli Colicev, Peter O’Connor

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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’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’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’ 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.

Original languageEnglish
Title of host publicationSocial 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
Subtitle of host publicationThe Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings
EditorsYogesh K. Dwivedi, Marc Clement, Emma L. Slade, Nripendra P. Rana, M.N. Ravishankar, Matti Mäntymäki, Marijn Janssen, Salah Al-Sharhan, Antonis C. Simintiras
PublisherSpringer Verlag
Pages128-133
Number of pages6
Volume9844
ISBN (Print)9783319452333
DOIs
Publication statusPublished - Sep 15 2016
Event15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 - Swansea, United Kingdom
Duration: Sep 13 2016Sep 15 2016

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9844 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
CountryUnited Kingdom
CitySwansea
Period9/13/169/15/16

Keywords

  • Mind-set metrics
  • Panel vector auto regression
  • Social media

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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