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.authorBeurer-Zuellig, Bettina
dc.contributor.authorKlaas, Michael
dc.date.accessioned2020-01-04T07:41:05Z
dc.date.available2020-01-04T07:41:05Z
dc.date.issued2020-01-07
dc.description.abstractSocial 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.extent10 pages
dc.identifier.doi10.24251/HICSS.2020.314
dc.identifier.isbn978-0-9981331-3-3
dc.identifier.urihttp://hdl.handle.net/10125/64056
dc.language.isoeng
dc.relation.ispartofProceedings of the 53rd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDecision Making in Online Social Networks
dc.subjectconsumer typologies
dc.subjectretail
dc.subjectsocial media
dc.subjecttrust
dc.subjectuser-generated content
dc.titleThe Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing
dc.typeConference Paper
dc.type.dcmiText

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