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



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