How can materialism affect the intention to create brand-related user-generated content about style on social media sites?
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Thi Mai Han Nguyen Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
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.
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ID Code: | 128748 |
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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 |
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