How can materialism affect the intention to create brand-related user-generated content about style on social media sites?

Nguyen, Thi Mai Han (2019) How can materialism affect the intention to create brand-related user-generated content about style on social media sites? PhD thesis, Queensland University of Technology.

Description

This study examines how materialism can affect the intention to create brand-related user-generated content about style on Facebook and blogs. It contributes to the understanding of how personality traits explain the behaviour of brand-related user-generated content creation on social media sites by providing results of the mechanism and condition that can activate highly materialistic consumers to create brand-related user-generated content about style. This research used content analysis and online experiments.

Impact and interest:

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129 since deposited on 04 Jun 2019
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ID Code: 128748
Item Type: QUT Thesis (PhD)
Supervisor: Martin, Brett & Kerr, Gayle
Keywords: Brand-related user-generated content, electric word-of-mouth, online social network, materialism, social media advertising appeal
DOI: 10.5204/thesis.eprints.128748
Divisions: Past > QUT Faculties & Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 04 Jun 2019 05:31
Last Modified: 23 Apr 2021 14:00