Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/64056

The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing

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Title:The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing
Authors:Beurer-Zuellig, Bettina
Klaas, Michael
Keywords:Decision Making in Online Social Networks
consumer typologies
retail
social media
trust
show 1 moreuser-generated content
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Date Issued:07 Jan 2020
Abstract:Social media influences most off-line purchasing decisions, thereby impacting the relationship between retailers and (prospective) customers. User-generated content (UGC) is a means of engaging with consumers and shaping their trust perception and loyalty. Based on a sample of 967 food retail customers, we identify four segments into which brand-related UGC consumers can be categorized: Brand Lovers, True-Blues, Detached Customers, and Confiding Customers. These clusters are distinct in terms of trust toward brand-related UGC, loyalty, brand-related UGC involvement, and demographics. Our findings add to the understanding of digital content marketing consequences by mapping four different brand-related UGC consumer typologies. From a managerial point of view, our findings suggest how to best engage with the determined consumer typologies and highlight the importance of social media for off-line businesses.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/64056
ISBN:978-0-9981331-3-3
DOI:10.24251/HICSS.2020.314
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Decision Making in Online Social Networks


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