Conference Paper

Perceived value of firm-generated content leads to purchase intentions

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Firm fan social network sites (SNS) pages are gaining relevance due to their low cost and high customer adoption rate. Therefore, companies adopt this tool for spreading messages and get word-of-mouth. This research proposes a model of antecedents and consequences of the perceived value of messages published on the SNS. In particular, SNS credibility and perceived enjoyment of the media are measured through a large retailer’s social network site. Findings suggest that in high involvement contexts, both SNS enjoyment and credibility determine the perceived value of firm-generated messages. Furthermore, perceived value of a message spread through a SNS influences both word-of-mouth and website visits which in turn lead to purchase intentions. Managers must adopt a proactive approach to develop credible firm SNS containing enjoyable messages in order to be spilled out and generate more website visits and derived sales.

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... La investigación sobre los efectos de las redes sociales virtuales ha aumentado de forma exponencial centrándose en las recomendaciones (SCHMITT, SKIERA y VAN DEL BULTE, 2011), ratings (MOE y TRUSOV, 2011), publicidad viral (CHU, 2011), o el tipo de contenidos (MARTÍNEZ y BIGNÉ, 2012). Sin embargo, no abundan los enfoques integrados como el que se presenta a continuación. ...
Full-text available
With new digital media, brands are facing with the challenge of finding new formats, colours and content to capture the attention of users who use social networks. This article explores the effectiveness of advertising campaigns on social networks sites (attitude toward the ad, attitude to the brand and purchase intention), using the Dual Mediation Model and the Motivation, Opportunity and Ability (MOA) model. Our findings show the influence that the exchange of experiences through electronic consumer to consumer (eC2C) has on attitude to the brand, and this latter on purchase intention and electronic word of mouth (eWOM).
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