A study of social media gratification of customer resonance on purchase intention

AMBER, Y. J. SIE and SHARI, S. C. SHANG (2014) A study of social media gratification of customer resonance on purchase intention. In: International Conference on Advances in Computing, Communication and Information Technology CCIT 2014, 01 - 02 June,2014, London, UK.

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In recent years, social networks have become incredibly popular and gradually been an interpersonal communication platforms—away from traditional face-to-face and word-of-mouth interaction toward new forms of online communication referred to as electronic word-of-mouth such as user-generated content. Messages resonate when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topics resonate with them. The purpose of this study is to investigate what drives people to share or reply to content on social networks while customers’ resonance arises and understand the impact of customer resonance on purchase intention.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Social networks, customer resonance, ecommerce, purchase intention, use and gratification, selfpresentation
Depositing User: Mr. John Steve
Date Deposited: 18 May 2019 12:22
Last Modified: 18 May 2019 12:22
URI: http://publications.theired.org/id/eprint/2475

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