Customer participation in firm-initiated activities via social media: Understanding the role of experiential value

No Thumbnail Available
File version
Author(s)
Quach, S
Shao, W
Ross, M
Thaichon, P
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
2020
Size
File type(s)
Location
License
Abstract

This study aims to examine the effects of experiential value in firm-initiated social media activities on brand attitude and purchase engagement. An online survey with the experimental design was used to collect data from 181 social media users who were over 18 years old. The results of this study showed that experiential value positively influenced both brand attitude and purchase engagement. In addition, brand attitude mediated the relationship between experiential value and purchase engagement. The most significant effects of experiential value on brand attitude and purchase engagement were observed at the medium level of participation required in the activity. It was also revealed that the more privacy concern customers had, the stronger the effect of experiential value on brand attitude became. In contrast, as privacy concern increased, the impact of experiential value on purchase engagement decreased. The study extends the current understanding of customer experience and provides important managerial implications.

Journal Title

Australasian Marketing Journal

Conference Title
Book Title
Edition
Volume
Issue
Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note

This publication has been entered in Griffith Research Online as an advanced online version.

Access the data
Related item(s)
Subject

Commerce, management, tourism and services

Marketing

Persistent link to this record
Citation

Quach, S; Shao, W; Ross, M; Thaichon, P, Customer participation in firm-initiated activities via social media: Understanding the role of experiential value, Australasian Marketing Journal, 2020

Collections