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

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

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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
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 (new Sep 19)
Publisher: Emerald
Related URLs:
Date Deposited: 12 Dec 2019 10:24
Last Modified: 12 Dec 2019 10:24
Editors: Choudrie, J, Crowston, K, Fang, Y and Whitley, EA
URI: http://researchonline.ljmu.ac.uk/id/eprint/11884

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