The impact of social media engagement on customer brand perception: The mediating effect of electronic word-of-mouth

Nguyen Van Thang, L, Conduit, J, Nguyen Hong Hai, D and Nguyen, H 2016, 'The impact of social media engagement on customer brand perception: The mediating effect of electronic word-of-mouth', in D. Fortin and L. K. Ozanne (ed.) Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC), Christchurch, New Zealand, 5 - 7 December 2016, pp. 351-358.


Document type: Conference Paper
Collection: Conference Papers

Title The impact of social media engagement on customer brand perception: The mediating effect of electronic word-of-mouth
Author(s) Nguyen Van Thang, L
Conduit, J
Nguyen Hong Hai, D
Nguyen, H
Year 2016
Conference name ANZMAC 2016: Marketing in Post-Disciplinary Era
Conference location Christchurch, New Zealand
Conference dates 5 - 7 December 2016
Proceedings title Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC)
Editor(s) D. Fortin and L. K. Ozanne
Publisher University of Canterbury
Place of publication Christchurch, New Zealand
Start page 351
End page 358
Total pages 8
Abstract Never before have social media platforms been more powerful in engaging customers in their daily life with the user-generated contents shared by like-minded consumers. However, there have been very few scholarly attempts to identify the impact of social media engagement on customer attitude and behaviour toward the brand. Accordingly, drawing on social information processing theory, the principal focus of this study is to develop the propositions regarding the influence of social media engagement on customer perception toward the brand, and, subsequently, on the intention of purchasing the brand product/services. Further, the study argues the mediating effect of the adoption of electronic Word-of-Mouth on engaged users in driving their brand perception when they utilise the shared information on social media to shape their perception about the brand competence and warmth in deliver its brand promise. In addition, the research also examines the moderating roles of online savviness and social media credibility.
Subjects Marketing Communications
Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Customer Engagement
Social Media
Electronic Word-of-Mouth
Brand Perception
ISBN 9780473376604
Additional Notes Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced without prior written permission from the Publisher.
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