CONSUMER BEHAVIOUR2
containing a (1)photo or video, (2)brand name, (3)URL link, (4)hashtag,
(5)positivity, (6)subjectivity and (7)social words generate a more significant
number of (a) likes and (b) positive comments than brand posts without
these factors.
Theoretical Background and consumer behavior concepts:
The main theoretical framework behind the study was to identify the
effectiveness of informational and emotional message strategies on
consumer's e-WOM Behavior. E-WOM behaviors are the ones that make
consumers interact and communicate about the company with their friends
and family through social media. Hence, their behavior helps companies to
gain success and promotion in the market and generate revenues.
Method (quant/qualitative, survey, interview, experiment):
A quantitative methodology was used to compute the total number of
occurrences of the seven independent and two dependent factors on
different brand posts. Afterward, Regression Analysis was carried out to
identify the relationship between independent and dependent variables. A
positive correlation between the variables increased the probability of
consumers' e-WOM Behavior, and a negative relationship decreased the
probability of consumers' e-WOM Behavior.
Independent Variables:
1. Usage of a photo or video

Consumer Behaviour by Taemin Kim, Hyejin Kim and Yunhwan Kim

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