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  • Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes

    Author(s)
    Arli, Denni
    Griffith University Author(s)
    Arli, Denni
    Year published
    2017
    Metadata
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    Abstract
    The purpose of this study is to explore the impact of social media's features (i.e., entertainment, usefulness, informativeness and irritation) toward consumers’ attitude toward the brand. Subsequently, this study explores the impact of this attitude toward consumers’ brand loyalty, brand awareness and purchase intention. Data for this study was collected through a large public university in Australia. Paper surveys were distributed to students, their friends and members of their immediate families (N = 724). The findings show that entertainment feature has the strongest impact on consumers’ attitude toward the brand's social ...
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    The purpose of this study is to explore the impact of social media's features (i.e., entertainment, usefulness, informativeness and irritation) toward consumers’ attitude toward the brand. Subsequently, this study explores the impact of this attitude toward consumers’ brand loyalty, brand awareness and purchase intention. Data for this study was collected through a large public university in Australia. Paper surveys were distributed to students, their friends and members of their immediate families (N = 724). The findings show that entertainment feature has the strongest impact on consumers’ attitude toward the brand's social media use, followed by informativeness, usefulness and finally, irritation. Consumers’ attitude toward a brand's social media strongly influences consumer loyalty, awareness and purchase intention. The findings of this research provide some insights into the impact of different features of social media which will be useful for practitioners and academics interested in social media.
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    Journal Title
    Journal of Promotion Management
    Volume
    23
    Issue
    4
    DOI
    https://doi.org/10.1080/10496491.2017.1297974
    Subject
    Marketing not elsewhere classified
    Business and Management
    Marketing
    Communication and Media Studies
    Publication URI
    http://hdl.handle.net/10072/355105
    Collection
    • Journal articles

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