Assessing the Impact of Consumers’ Brand-Related Facebook Activities on Brand Attitude and Consumer Happiness
2015-05
Loading...
View/Download File
Persistent link to this item
Statistics
View StatisticsJournal Title
Journal ISSN
Volume Title
Title
Assessing the Impact of Consumers’ Brand-Related Facebook Activities on Brand Attitude and Consumer Happiness
Authors
Published Date
2015-05
Publisher
Type
Thesis or Dissertation
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.
Keywords
Description
University of Minnesota Ph.D. dissertation. May 2015. Major: Design. Advisor: Kim Johnson. 1 computer file (PDF); viii, 175 pages.
Related to
Replaces
License
Collections
Series/Report Number
Funding information
Isbn identifier
Doi identifier
Previously Published Citation
Other identifiers
Suggested citation
Koo, Jayoung. (2015). Assessing the Impact of Consumers’ Brand-Related Facebook Activities on Brand Attitude and Consumer Happiness. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/188947.
Content distributed via the University Digital Conservancy may be subject to additional license and use restrictions applied by the depositor. By using these files, users agree to the Terms of Use. Materials in the UDC may contain content that is disturbing and/or harmful. For more information, please see our statement on harmful content in digital repositories.