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The influence of ethnicity on consumer-brand interaction andengagement in a social media context

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  1. Tez No: 716086
  2. Yazar: SİDDİK BOZKURT
  3. Danışmanlar: Belirtilmemiş.
  4. Tez Türü: Doktora
  5. Konular: İşletme, Business Administration
  6. Anahtar Kelimeler: Belirtilmemiş.
  7. Yıl: 2020
  8. Dil: İngilizce
  9. Üniversite: Mississippi State University
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: 241

Özet

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Özet (Çeviri)

The phenomenon of consumer/customer interaction and engagement with the firm on social media has received considerable attention from marketing scholars in recent years. Despite the significant interest in this phenomenon, more empirical evidence is needed to provide managers with a better comprehension of consumers' interaction and engagement behaviors. To provide a coherent picture of why and how consumers interact and engage with the firm on social media, this dissertation examines consumer/customer interaction and engagement behaviors in a social media setting across three essays by taking into account some underexplored factors (in the context of engagement), such as ethnicity, perceived similarity, and discrimination. Essay 1 examines whether black consumers (vs. white consumers) or white consumers (vs. black consumers) are more willing to share their experiences with the firm publicly on social media (e.g., placing them under a content uploaded by the firm) when the majority of the publicly shared experiences (under the content) belong to ethnically similar consumers. It also investigates whether such relations are greater for black (vs. white) consumers. The role of perceived similarity, intercultural disposition, ethnic identity, social media usage intensity, and shared content ethnic associations are taken into account. Essay 2 examines whether consumers are more willing to share their experience under a firm's content on social media when/if the majority of current comments under this content iii belong to ethnically similar (vs. dissimilar) consumers. It also explores whether consumers are less likely to share their negative (positive) comment under the firm's content on social media when/if the valence of the majority of existing comments left by ethnically similar (vs. dissimilar) individuals under the firm's content is positive (negative). Essay 3 investigates whether the firm's unresponsiveness on social media affects black and white individuals' perceptions of discrimination, as well as engagement behaviors. Specifically, it examines whether black (vs. white) individuals are more likely to perceive the firm's unresponsiveness as a discriminatory act when the firm fails to get back to a black customer's comment on social media. It also investigates how individuals' perceptions of discrimination affect black and white individuals' purchasing, referring, influencing, and suggesting behaviors.

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