Posters versus lurkers: when do social media community members share their experiences with others?
Type
conference paper
Date Issued
2017-10-19
Author(s)
Abstract (De)
We examine the importance of information timeliness and dentification with the social media community in influencing word-of-mouth. Drawing on social identity theory, we propose that the relationship between information timeliness and word-of-mouth is moderated by identification with the social media community and that this interaction is mediated by perceived corporate social responsibility. In a study of 806 participants using moderated mediation analysis, we find evidence supporting our predicted model that the relationship between information timeliness and word-of-mouth via perceived corporate social responsibility is influenced by identification with the social media community. We offer theoretical insights into the psychological process underlying consumers’ information process and the influence of social media as well as practical implications so that companies can allocate their marketing budgets more wisely.
Language
English
HSG Classification
contribution to scientific community
Event Title
International Conference for Marketing in the Insurance Industry 2017
Event Location
St. Gallen
Event Date
19th october 2017
Subject(s)
Division(s)
Eprints ID
255583