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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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dc.contributor.author Beurer-Zuellig, Bettina
dc.contributor.author Klaas, Michael
dc.date.accessioned 2020-01-04T07:41:05Z
dc.date.available 2020-01-04T07:41:05Z
dc.date.issued 2020-01-07
dc.identifier.isbn 978-0-9981331-3-3
dc.identifier.uri http://hdl.handle.net/10125/64056
dc.description.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.
dc.format.extent 10 pages
dc.language.iso eng
dc.relation.ispartof Proceedings of the 53rd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Decision Making in Online Social Networks
dc.subject consumer typologies
dc.subject retail
dc.subject social media
dc.subject trust
dc.subject user-generated content
dc.title The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing
dc.type Conference Paper
dc.type.dcmi Text
dc.identifier.doi 10.24251/HICSS.2020.314
Appears in Collections: Decision Making in Online Social Networks


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