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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/116413
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116413

    Title: The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation
    Authors: 林芝璇
    Chen, Kuan‐Ju
    Kim, Jooyoung
    Lin, Jhih‐Syuan
    Contributors: 廣告系
    Date: 2015
    Issue Date: 2018-03-21 17:35:33 (UTC+8)
    Abstract: This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed.
    Relation: Journal of Consumer Behaviour, Vol.14, No.3, pp.208-218
    Data Type: article
    DOI 連結: https://doi.org/10.1002/cb.1515
    DOI: 10.1002/cb.1515
    Appears in Collections:[廣告學系] 期刊論文
    [企業管理學系] 期刊論文

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