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Publication type: Conference paper
Type of review: Peer review (abstract)
Title: The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing
Authors: Beurer-Züllig, Bettina
Klaas, Michael
et. al: No
DOI: 10.24251/HICSS.2020.314
Proceedings: Proceedings of the 53rd Hawaii International Conference on System Sciences
Page(s): 2579
Pages to: 2588
Conference details: 53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020
Issue Date: Jan-2020
Publisher / Ed. Institution: University of Hawai'i at Manoa
Publisher / Ed. Institution: Honolulu
ISBN: 978-0-9981331-3-3
ISSN: 2572-6858
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: Social media influences most off-line purchasing decisions, thereby impacting the relationship between retailers and (prospective) customers. User-generated content (UGC) is a means of engaging with consumers and shaping their trust perception and loyalty. Based on a sample of 967 food retail customers, we identify four segments into which brand-related UGC consumers can be categorized: Brand Lovers, True-Blues, Detached Customers, and Confiding Customers. These clusters are distinct in terms of trust toward brand-related UGC, loyalty, brand-related UGC involvement, and demographics. Our findings add to the understanding of digital content marketing consequences by mapping four different brand-related UGC consumer typologies. From a managerial point of view, our findings suggest how to best engage with the determined consumer typologies and highlight the importance of social media for off-line businesses.
Fulltext version: Published version
License (according to publishing contract): CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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