Social Media Usage Results in Purchasing Online
In our study including four countries throughout three industries, we show that a high level of consumer identification with the Social Media brand increases the likelihood of making a purchase online. This relationship is mediated by the consumers’ evaluation of the channels.
Citation:
Philipp Hendrik Steiner, Tobias Schlager, and Peter Maas (2015) ,"Social Media Usage Results in Purchasing Online", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 254-255.
Authors
Philipp Hendrik Steiner, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland
Peter Maas, University of St. Gallen, Switzerland
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market
Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton
Featured
L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments
Veronica Thomas, Towson University
Christina Saenger, Youngstown State University
Featured
In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA