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.
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.
Philipp Hendrik Steiner, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland
Peter Maas, University of St. Gallen, Switzerland
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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