Consumers’ Representations of Social Media

Existing literature exposes isolated pieces of information related to social media such as usage motivations and purchasing processes. A thorough understanding of how consumers experience the social media is missing. A ZMET analysis is performed with consumers in order to understand what social media represents to them.


Lana Jurdak, Jonathan Deschenes, and Sylvain Senecal (2015) ,"Consumers’ Representations of Social Media", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 126-127.


Lana Jurdak, HEC Montreal, Canada
Jonathan Deschenes, HEC Montreal, Canada
Sylvain Senecal, HEC Montreal, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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