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.
Citation:
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.
Authors
Lana Jurdak, HEC Montreal, Canada
Jonathan Deschenes, HEC Montreal, Canada
Sylvain Senecal, HEC Montreal, Canada
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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