IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING PATTERN
Keywords:
Consumer-Generated Advertising, Need For Cognition, Website Design, AttractivenessAbstract
This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors
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Copyright (c) 2024 Anupama Sundar D, Abhinandan M S (Author)
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