Consumer information sharing understanding psychological drivers of social transmission
Başlık çevirisi mevcut değil.
- Tez No: 401074
- Danışmanlar: PROF. DR. ALE SMIDTS, DR. PETER VERLEGH
- Tez Türü: Doktora
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2013
- Dil: İngilizce
- Üniversite: Erasmus Universiteit Rotterdam
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 218
Özet
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Özet (Çeviri)
Consumers often share experiences, opinions or certain content with others. For example, they suggest restaurants, recommend article posts, share online videos, pass along rumors and complain about customer services. Such word of mouth determines what catches on and becomes popular, and therefore has important implications for consumer behavior. With the rise of social media, word of mouth has received even more interest by both academic scholars and marketers. Whereas much research has shown that word of mouth is frequent and important, there has been limited work on understanding what makes certain content more shared than others. This dissertation fills this gap, and explored the psychological drivers that shape consumer information sharing and more broadly cultural success. It integrates various research perspectives and illustrates particular content characteristics that make people share some content more than others. The first two essays of this dissertation focus on psychological drivers of sharing behavior with individual level outcomes. Chapter 2 shows that high self-relevance (as opposed to low self-relevance) reduces the likelihood of sharing product harm information. This process is moderated by consumer self-construal (independent vs. interdependent). Chapter 3 explores how advertising content can get viral, and how and when this virality benefits the brand. It shows that soft sell appeals where the brand is integral to the plot boost sharing while also bolstering brandrelated outcomes. Chapter 4 shows that content characteristics can also shape collective outcomes. Using field data and experiments, it shows that phrases that relate to senses in metaphoric ways (e.g., a cold person) are more memorable than their semantic equivalents (e.g, an unfriendly person). This contributes to their cultural success, meaning that the use of phrases related to the senses is more widespread and persistent over time. From a theoretical point of view, this dissertation has a crossdisciplinary contribution to the fields of health psychology, advertising, persuasion knowledge, language, embodied cognition and foundations of culture. The practical implications of this dissertation should be of high interest to public policy makers striving to protect consumers from detrimental health effects of products, for marketers trying to take control in product harm crises, and for advertising practitioners seeking to develop viral content that helps their brands, and slogans that catch on.
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