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

Share Proceeding

Featured papers

See More


A Salience Theory of Three Novel Exposure Effects

Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA

Read More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


Trading Crypto Currency: The Ideological Shaping of Consumer Financial Decision Making

Burcak Ertimur, Fairleigh Dickinson University
Ela Veresiu, York University, Canada
Markus Giesler, York University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.