2026-09-21T09:04:14Zhttps://wakespace.lib.wfu.edu/server/oai/request

oai:null:10339/390312026-09-02T09:06:03Zcom_10339_14934col_10339_38132

Zhang, Rui 2013-08-23T08:35:19Z 2013 https://wakespace.lib.wfu.edu/handle/10339/39031 Current research has found evidence that consumer choices are driven by hedonic and utilitarian considerations, and that word-of-mouth is an effective strategy to influence consumers’ attitudes. However, few studies have been involved in how social media messages affect consumers when two different groups of people generate them for either hedonic or utilitarian purposes. This study sought to expand this contemporary understanding of how social impacts of consumer-generated content and marketer-generated content. The study also compared the influence of hedonic messages and utilitarian messages. Results suggest that, compared to marketer-generated messages, consumer-generated utilitarian messages have greater impact. The results also indicate that the social media marketing messages are more effective in influencing consumer attitudes when the product belongs to the hedonic category. Taking the results of this study and other researches into account, I discussed the relative theoretical and practical implications. en Wake Forest University Consumer Product Attitudes Hedonic dimension Market Research Social Media Communication Utilitarian dimension Word-of-Mouth IMPACTS OF SOCIAL MEDIA COMMUNICATION ON CUSTOMER PRODUCT ATTITUDE AND POTENTIAL FOR WORD-OF-MOUTH Thesis Mitra, Ananda Beahm, Roger Communication forever 10000-01-01 restricted