Please use this identifier to cite or link to this item:
|Title:||The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation|
|Issue Date:||2018-03-21 17:35:33 (UTC+8)|
|Abstract:||This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed.|
|Relation:||Journal of Consumer Behaviour, Vol.14, No.3, pp.208-218|
|Appears in Collections:||[廣告學系] 期刊論文|
Files in This Item:
All items in 學術集成 are protected by copyright, with all rights reserved.