The effect of social media comment on Chinese consumers' attitude toward the brand

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dc.contributor.advisor Jay Newell
dc.contributor.author Yu, Huiying
dc.contributor.department Greenlee School of Journalism and Communication
dc.date 2018-07-23T12:54:28.000
dc.date.accessioned 2020-06-30T02:53:13Z
dc.date.available 2020-06-30T02:53:13Z
dc.date.copyright Wed Jan 01 00:00:00 UTC 2014
dc.date.embargo 2015-07-30
dc.date.issued 2014-01-01
dc.description.abstract <p>This study investigated how the valence of framed messages and consumers' familiarity with the brand impacts consumer attitudes toward the brand. An online study was conducted with a sample of 126 Chinese students who were randomly assigned to one of three groups.</p> <p>Based on the prospect theory, five hypotheses were explored. This study found that: (1): positive comments in social media advertising have a positive effect on consumers' attitudes toward the brand; (2) negative comments in social media advertising have a negative effect on consumers' attitudes toward the brand; (3) negative comments have more effect than positive comments in social media advertising on consumers' attitudes toward the brand; (4) among consumers who are unfamiliar with the brand, negative comments have more effect than positive comments in social media advertising on consumers' attitudes toward the brand; (5) among consumers who are familiar with the brand, positive comments in social media advertising have no significant effect on consumers' attitudes toward the brand, but for brand familiar consumers, negative comments in social media advertising also have an effect on their attitudes toward the brand. The contribution of this study is to help Chinese companies and international companies have a better knowledge of Chinese consumers and helping them for their digital marketing campaigns.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/etd/13935/
dc.identifier.articleid 4942
dc.identifier.contextkey 6199659
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath etd/13935
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/28122
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/etd/13935/Yu_iastate_0097M_14336.pdf|||Fri Jan 14 20:04:27 UTC 2022
dc.subject.disciplines Advertising and Promotion Management
dc.subject.disciplines Communication
dc.subject.disciplines Marketing
dc.subject.keywords Chinese social media
dc.subject.keywords prospect theory
dc.title The effect of social media comment on Chinese consumers' attitude toward the brand
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication a90aa4f9-cd8d-4028-bba5-91b31d745f15
thesis.degree.level thesis
thesis.degree.name Master of Science
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