Social Media (SM) have attracted considerable research Attention in the last decade. In this paper, we investigate whether SM influence consumer's choice of the purchase channel. Our model suggest that a high level of consumer identification with the brand using SM increases the likelihood of consumers' choice of the purchase channel - mediated by the consumers' perceptions of the channel. An experimental study and a large scale survey Support our model.The paper offers practical insights as well as useful theoretical implications.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Acia-Pacific Advances in Consumer Research
Publisher
Association for Consumer Research
Event Title
2015 Association for Consumer Research Asia-Pacific Conference