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The influence of interpersonal motivation on polish consumers’ online brand-related activity
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Title: The influence of interpersonal motivation on polish consumers’ online brand-related activity

Creator:

Brzozowska-Woś, Magdalena ; Schivinski, Bruno

Description:

Argumenta Oeconomica, 2019, Nr 2 (43), s. 213-231

Abstrakt:

The development of social media has a substantial impact on the surge of social engagement of Internet users. It is particularly prominent in the domain of content creation and content sharing. Such communication may contain various references to different products brands and companies. Internet users may refer to them explicitly or brands may be present in the background only. Therefore, it is pivotal for managers and researchers to isolate the factors that may trigger consumers’ brand-related engagement in the Internet. The objective of the research was to determine whether the susceptibility to interpersonal influence (both informational and normative) stimulates the three types of group behavior associated with consumer brand-related activity in the social media. The dedicated online survey was completed by 1,025 Polish consumers and analyzed using structural equation modeling (SEM). The results demonstrate that the factors of informational social influence – irrespective of its type – directly influence the consumers’ online engagement with brands controlled for age, gender, social media and brand usage. Regardless of whether the brand communication is initiated by some organization or by the consumers themselves, an eagerness to share the content perceived as valuable on social media plays a prominent role

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2019

Resource Type:

artykuł

Resource Identifier:

doi:10.15611/aoe.2019.2.09 ; oai:dbc.wroc.pl:73318

Language:

eng

Relation:

Argumenta Oeconomica, 2019, Nr 2 (43)

Rights:

Wszystkie prawa zastrzeżone (Copyright)

Access Rights:

Dla wszystkich w zakresie dozwolonego użytku

Location:

Uniwersytet Ekonomiczny we Wrocławiu

Group publication title:

Argumenta Oeconomica

Subject and keywords:

consumers online brand-related activities COBRAs susceptibility to interpersonal influence Polish internet users

Object collections:

Last modified:

May 26, 2022

In our library since:

Nov 15, 2019

Number of object content hits:

466

All available object's versions:

https://dlibra.kdm.wcss.pl/publication/141943

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The influence of interpersonal motivation on polish consumers’ online brand-related activity May 26, 2022

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