The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events

Detalhes bibliográficos
Autor(a) principal: Schivinsky, B
Data de Publicação: 2019
Outros Autores: Langaro, D., Shaw, C.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/19989
Resumo: Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. In order to address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers’ attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers’ attitudes towards the brand and the event was examined. An online survey (n=307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (i) the effects of firm-created SM brand-related content on brand attitude, (ii) the influence of user-generated SM brand-related content on both brand and event attitudes, (iii) the impact of brand attitude on event attitude, (iv) the influence of event attitude on the consumers’ intentions to participate; and identifies (v) different arrays revealing how consumers’ attitudes towards the brand and the event mediate the relationship between SM communications on consumers’ behavioral intentions, whilst distinguishing the type of SM brand-related content source.
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spelling The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored eventsSocial mediaEvent marketingBrand attitudeEvent attitudeEvent participationSocial media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. In order to address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers’ attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers’ attitudes towards the brand and the event was examined. An online survey (n=307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (i) the effects of firm-created SM brand-related content on brand attitude, (ii) the influence of user-generated SM brand-related content on both brand and event attitudes, (iii) the impact of brand attitude on event attitude, (iv) the influence of event attitude on the consumers’ intentions to participate; and identifies (v) different arrays revealing how consumers’ attitudes towards the brand and the event mediate the relationship between SM communications on consumers’ behavioral intentions, whilst distinguishing the type of SM brand-related content source.Cognizant Communication Corporation2020-02-28T16:50:28Z2019-01-01T00:00:00Z20192020-02-28T16:43:56Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/19989eng1525-995110.3727/152599518x15403853721268Schivinsky, BLangaro, D.Shaw, C.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T18:00:39Zoai:repositorio.iscte-iul.pt:10071/19989Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:32:12.114628Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
title The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
spellingShingle The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
Schivinsky, B
Social media
Event marketing
Brand attitude
Event attitude
Event participation
title_short The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
title_full The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
title_fullStr The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
title_full_unstemmed The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
title_sort The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events
author Schivinsky, B
author_facet Schivinsky, B
Langaro, D.
Shaw, C.
author_role author
author2 Langaro, D.
Shaw, C.
author2_role author
author
dc.contributor.author.fl_str_mv Schivinsky, B
Langaro, D.
Shaw, C.
dc.subject.por.fl_str_mv Social media
Event marketing
Brand attitude
Event attitude
Event participation
topic Social media
Event marketing
Brand attitude
Event attitude
Event participation
description Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. In order to address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers’ attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers’ attitudes towards the brand and the event was examined. An online survey (n=307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (i) the effects of firm-created SM brand-related content on brand attitude, (ii) the influence of user-generated SM brand-related content on both brand and event attitudes, (iii) the impact of brand attitude on event attitude, (iv) the influence of event attitude on the consumers’ intentions to participate; and identifies (v) different arrays revealing how consumers’ attitudes towards the brand and the event mediate the relationship between SM communications on consumers’ behavioral intentions, whilst distinguishing the type of SM brand-related content source.
publishDate 2019
dc.date.none.fl_str_mv 2019-01-01T00:00:00Z
2019
2020-02-28T16:50:28Z
2020-02-28T16:43:56Z
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url http://hdl.handle.net/10071/19989
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1525-9951
10.3727/152599518x15403853721268
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dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Cognizant Communication Corporation
publisher.none.fl_str_mv Cognizant Communication Corporation
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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