Title
Assessing the Impact of Consumers’ Brand-Related Facebook Activities on Brand Attitude and Consumer Happiness
Abstract
The research purpose was to examine the impact of consumers’ active brand-related Facebook activities (e.g., posting on walls, participating in promotions) on both consumer-brand relationships and on consumer well-being. A between-subject experiment with a fictitious brand revealed that active brand-related Facebook activity (i.e., writing on a Facebook page) resulted in more positive brand attitude as compared to passive brand-related Facebook activity (i.e., reading a Facebook page). Participants in the active condition reported experiencing more positive emotion than those assigned to the passive condition during the experiment. Furthermore, autonomy support mediated relationships between 1) active participation and brand attitude and 2) active participation and positive emotion.
Description
University of Minnesota Ph.D. dissertation. May 2015. Major: Design. Advisor: Kim Johnson. 1 computer file (PDF); viii, 175 pages.
Suggested Citation
Koo, Jayoung.
(2015).
Assessing the Impact of Consumers’ Brand-Related Facebook Activities on Brand Attitude and Consumer Happiness.
Retrieved from the University of Minnesota Digital Conservancy,
http://hdl.handle.net/11299/188947.