The impact of social media on consumer behavior: The case of consumer-generated content on YouTube

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This research examines the mechanism through which YouTube-based consumer-generated content (CGC) shape consumers' CGC adoption and subsequent purchase intention. Drawing on the Elaboration Likelihood Model, a causal model is developed to predict the impact of YouTube-based CGC attributes/cues (i.e., information quality, source credibility, and CGC credibility) on perceived usefulness, attitudes toward CGCs, CGC adoption, and, ultimately, purchase intention. A sample of 204 Vietnamese consumers is used to test the hypotheses. The results show that the central cue (i.e. information quality) and peripheral cues (i.e., source credibility and CGC credibility) can predict the changes in perceived usefulness and attitudes toward CGCs, which in turn have an impact on CGC adoption and ultimately the purchase intention of consumers. This study contributes to the CGC literature and the findings suggest that managers should pay attention to both the central and peripheral cues of YouTube-based CGCs to enhance the effectiveness of marketing strategies.

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... 린과 루 (Lin & Lu, 2011) (Page & Lopatka, 1999). 즉, 네트워크 외부성이 네트워크 효과를 견인하는 것이 다 (Lin & Bhattacherjee, 2008 (Khoi & Le, 2018;Kim, Lee, & Hwang, 2018;Rochet & Tirole, 2003 (Zhou, 2015), 사용자 규모에 대한 인지는 직접적 네트워크 외부성을 설명해주는 핵심적 구성요인으로 적용된다 (Zhang, Li, Wu, & Li, 2017 ...
In the last decade, eWOM has arguably become the most preferred way for consumers to seek and share consumption-related information. eWOM as a research topic also garnered huge attention from the research community, which led to the vast academic literature on eWOM. However, there is a lack of consensus on how different eWOM attributes impact consumer responses to eWOM communication. Moreover, there is also inconsistency regarding the mechanism through which eWOM messages influence consumers' behavioral intentions. To address this gap, we conduct a meta-analysis of 179 studies comprising 186 unique samples and 65,655 observations, which reveals the strength and significance of the association between eWOM attributes and eWOM response. Further, based on the Information Adoption Model, this study investigates the various mechanisms through which eWOM credibility, eWOM usefulness, and attitude towards eWOM impact purchase intention. In addition, this study discusses the moderating role of culture, product and platform type. Results of meta-analytic structural equation modeling (MASEM) support a serial mediation model of eWOM credibility and attitude towards eWOM on purchase intention through eWOM usefulness and eWOM adoption. From the research perspective, this study resolves the inconsistencies in the extant literature to provide more reliable generalizations. Managers can use this study to enhance the consumers’ purchase intention through effective management of eWOM communication.
The article is devoted to analyzing a transformation of the end consumers’ behavior in the changing media environment. Informational, behavioral, and generational approaches to the transformation of consumption content are substantiated. The essential characteristics of the modern media paradigm are considered. The main challenges for traditional media are outlined. Qualitative and quantitative shifts in consumption of various types of media in certain countries are analyzed, and structural changes in media consumption are illustrated using the example of American society. The main causes of disparities in the degree of penetration of new media types are identified. Special attention was paid to the generation factor as the main prerequisite for the transformation of media consumption, as well as the acquisition of new consumer experiences and behavioral patterns. Other elements of the research program of consumption theory are proposed, reflecting the complications and expansion of consumer behavior taking into account the new media paradigm. Changes in roles, functions, structure, and forms of consumption implementation were studied. Distinctive characteristics of the Zoomers generation as a consumer segment are considered and the trends of its behavior in the digital space are reflected. The study exposes the activation and complication of the modern consumer, which is manifested in the diversification of needs and individualization of the information and communication space. It was established that the products are saturated with an informational component, which implies the inclusion of ideological, aesthetic, and other dimensions. The modification of the mechanism of consumer choice is explained by the growing influence of digital communications at each iteration of the purchase process. The algorithm of the consumer decision-making process is outlined, and the factors affecting this process are identified. It is noted that with the development of information and communication technologies and the expansion of the choice of media, the information saturation of the markets is increasing, which emphasizes the importance of partnership relations between the producer and the consumer. The article concludes with an outline of several megatrends and an assessment of their impact on consumer behavior.
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