Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

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Title

Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

<b>Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. </b> This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand au...

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Format

Research paper

Research format

Scholarly text / Thesis

Thesis level

Masters

Date created

2021

Creator

Huang, Wan-Ting

URL

https://figshare.com/articles/thesis/Vegetarian_Food_Social_Media_Message_An_Empirical_Study_Of_T...

Related subjects

Consumer-oriented product or service development / Marketing communications / Marketing management (incl. strategy and customer relations) / Marketing not elsewhere classified / social media / vegetarian / user-generated content / brand-generated content / brand authenticity / content authenticity / source credibility / involvement / School: School of Marketing and International Business / Marketing Communications / Consumer-Oriented Product or Service Development / Marketing Management (incl. Strategy and Customer Relations) / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce

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