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Measuring Brand-Related Content in Social Media: A Socialization Theory Perspective

Sabermajidi, N, Valaei, N, Balaji, MS and Goh, SK (2019) Measuring Brand-Related Content in Social Media: A Socialization Theory Perspective. Information Technology & People, 33 (4). pp. 1281-1302. ISSN 0959-3845

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Purpose- Building on consumer socialization theory, this study examined antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context.
Design/methodology/approach- A scale development process was undertaken to develop the scale for brand-related user-generated content. Then we tested the antecedents and consequences of brand-related user-generated content using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation modelling with AMOS.
Findings- Study findings revealed that age, time on Facebook, number of Facebook friends, Facebook usage intensity, and need for self-enhancement were key antecedents of both the generation and sharing of brand-related user-generated content. The results also indicated that gender, race, and need for self-affirmation were not significantly related to generating and sharing brand-related user-generated content. Both generating and sharing brand-related user-generated content were positively associated with attitude and intentions toward the restaurants.
Originality/value- This study is the first to develop a brand-related user-generated content scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing brand-related user-generated content.

Item Type: Article
Additional Information: The AAM is deposited under the above licence and any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
T Technology > T Technology (General)
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
Divisions: Business & Management (from Sep 19)
Publisher: Emerald
Related URLs:
Date Deposited: 12 Dec 2019 10:24
Last Modified: 04 Sep 2021 08:17
Editors: Choudrie, J, Crowston, K, Fang, Y and Whitley, EA
URI: https://researchonline.ljmu.ac.uk/id/eprint/11884
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