Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook

This study examined the influences of positive brand-related user-generated content (UGC)1 shared via Facebook on consumer response. The model tested was derived from the S-O-R consumer response model (Mehrabian & Russell, 1974) that depicts the effects of environmental/informational stimuli on consumer response. Specific research objectives were to investigate whether brand-related UGC acts as a stimulus to activate consumer behavior in relation to brand and examine the processes by which brand-related UGC influences consumer behavior. Using the S-O-R model, brand-related UGC was treated as stimulus, pleasure and arousal as emotional responses, and perceived information quality as cognitive response. Information pass-along, impulse buying, future-purchase intention, and brand engagement were treated as behavioral responses. Participants (n?=?533) resided in the U.S. and had a Facebook account. Mock Facebook fan pages including brand-related UGC were developed as visual stimuli and presented via an online self-administered questionnaire. SEM was used to analyze the data. Brand-related UGC activated consumers' emotional and cognitive responses. Emotional and cognitive responses significantly influenced behavioral responses. Positive brand-related UGC exerts a significant influence on brand as it provokes consumers' eWOM behavior, brand engagement, and potential brand sales. A model examining the influence of brand-related UGC on consumer was proposed.The process by which brand-related UGC influences consumer was examined.Brand-related UGC activated pleasure as emotional response.Brand-related UGC influenced perceived information quality as cognitive response.Brand-related UGC influences eWOM, brand engagement, and potential brand sales.

[1]  Richard F. Yalch,et al.  The Effects of Music in a Retail Setting on Real and Perceived Shopping Times , 2000 .

[2]  Andrew Lipsman,et al.  The Power of “Like” , 2012, Journal of Advertising Research.

[3]  Cheol Park,et al.  Information direction, website reputation and eWOM effect: A moderating role of product type , 2009 .

[4]  Andrew N. Smith,et al.  How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? , 2012 .

[5]  William B. Dodds,et al.  Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations , 1991 .

[6]  Shu-Chuan Chu,et al.  Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites , 2011 .

[7]  Riadh Ladhari,et al.  The effect of consumption emotions on satisfaction and word‐of‐mouth communications , 2007 .

[8]  Barry J. Babin,et al.  Color and shopping intentions: The intervening effect of price fairness and perceived affect , 2003 .

[9]  Hawkins Stern.  The Significance of Impulse Buying Today , 1962 .

[10]  Young Ha,et al.  Role of web site design quality in satisfaction and word of mouth generation , 2012 .

[11]  E. Choi,et al.  Consequences of impulse buying cross-culturally: A qualitative study , 2013 .

[12]  Tracy L. Tuten.  Advertising 2.0 , 2008 .

[13]  J. Russell,et al.  An approach to environmental psychology , 1974 .

[14]  Michael A. Jones,et al.  Development and Validation of the Impulse Buying Tendency Scale , 1998, Psychological reports.

[15]  Ya-Wen Yu,et al.  The Effect of User Generated Video Reviews on Consumer Purchase Intention , 2013, 2013 Seventh International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing.

[16]  P. Wu,et al.  The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude , 2011 .

[17]  Cate Riegner.  Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions , 2007, Journal of Advertising Research.

[18]  Shu-Chuan Chu,et al.  Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China , 2011 .

[19]  Evmorfia N. Argyriou,et al.  Cross-national differences in e-WOM influence , 2012 .

[20]  Joseph A. Bellizzi,et al.  Environmental color, consumer feelings, and purchase likelihood , 1992 .

[21]  Ingoo Han,et al.  The effect of negative online consumer reviews on product attitude: An information processing view , 2008, Electron. Commer. Res. Appl..

[22]  William B. Dodds,et al.  Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations: , 1991 .

[23]  Mira Lee,et al.  Electronic word of mouth (eWOM) , 2009 .

[24]  D. Aaker.  MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETS , 1996 .

[25]  Zheng Zhou,et al.  Development and validation of an instrument to measure user perceived service quality of information presenting Web portals , 2005, Inf. Manag..

[26]  M. Minor,et al.  Aesthetics and the online shopping environment: Understanding consumer responses , 2011 .

[27]  Mira Lee,et al.  Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website , 2009 .

[28]  Lenita M. Davis,et al.  Empirical testing of a model of online store atmospherics and shopper responses , 2003 .

[29]  Seounmi Youn,et al.  Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences , 2006, J. Comput. Mediat. Commun..

[30]  Thomas Adelaar,et al.  Effects of media formats on emotions and impulse buying intent , 2003, J. Inf. Technol..

[31]  J. Chébat,et al.  Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories , 2003 .

[32]  L. Stoel,et al.  Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation , 2008 .

[33]  Richard P. Bagozzi,et al.  A Holistic Methodology for Modeling Consumer Response to Innovation , 1983, Oper. Res..

[34]  Wenyu Dou,et al.  Note from Special Issue Editors , 2008 .

[35]  Linda S. Niehm,et al.  The Impact of Website Quality on Information Quality, Value, and Loyalty Intentions in Apparel Retailing , 2009 .

[36]  Ying-Hsiu Chen,et al.  The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook , 2013, Natural Hazards.

[37]  M. Holbrook,et al.  Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time , 1991 .

[38]  S. Li,et al.  The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes , 2007, Journal of Advertising Research.

[39]  唐澤夫.  Electronic Word-of-Mouth in Social Networking Sites: A Social Capital Perspective , 2013 .

[40]  A. Fiore,et al.  An integrative framework capturing experiential and utilitarian shopping experience , 2007 .

[41]  M. Minor,et al.  Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task , 2010 .

[42]  D. Stewart,et al.  From consumer response to active consumer: Measuring the effectiveness of interactive media , 2002 .

[43]  Yeong Gug Kim,et al.  Application of the Stimuli-Organism-Response (S-O-R) Framework to Online Shopping Behavior , 2014 .

[44]  Kevin Lane Keller.  Building customer-based brand equity : a blueprint for creating strong brands , 2001 .

[45]  Angella J. Kim,et al.  Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand , 2012 .

[46]  R. Ping,et al.  Does satisfaction moderate the association between alternative attractiveness and exit intention in a marketing channel? , 1994 .

[47]  Ann Marie Fiore,et al.  The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site , 2009, Internet Res..

[48]  Dwayne D. Gremler,et al.  Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? , 2004 .

[49]  R. Goldsmith.  Brand Engagement and Brand Loyalty , 2012 .

[50]  Jieun Kim,et al.  Fashion product display , 2013 .

[51]  T. Daugherty,et al.  Exploring Consumer Motivations for Creating User-Generated Content , 2008 .

[52]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[53]  J. Hair.  Multivariate data analysis , 1972 .

[54]  Lenita M. Davis,et al.  Atmospheric qualities of online retailing: A conceptual model and implications , 2001 .

[55]  J. Kihlstrom.  The cognitive unconscious. , 1987, Science.

[56]  Dong-Mo Koo,et al.  The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention , 2010, Comput. Hum. Behav..

[57]  R. Donovan.  Store atmosphere and purchasing behavior , 1994 .

[58]  Maya Ariyanti,et al.  The Impact of Website Quality on Information Quality, Value and Loyalty Intentions on E-commerce Website: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016 , 2017 .

[59]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[60]  J. Rossiter,et al.  Store atmosphere: an environmental psychology approach , 1982 .