Thesis
The meaning of social media likes: how social media usage relates to consumer equity and customer lifetime value
Washington State University
Master of Science (MS), Washington State University
2018
Handle:
https://hdl.handle.net/2376/102326
Abstract
Image-based social media platforms have become a dominant force in the lives of humans, revolutionizing how we share and receive zeitgeist and global news, and influences a bevy of other daily interactions. This broad adoption of image-based social media has provided an advantageous bridge between fashion brands and their consumers. However, fashion brands do not have a reliable method of measuring and forecasting how image-based social media affects their bottom line. Thus, the purpose of this research is to examine how consumer's enthusiasm for interacting with fashion brands on image-based social media affects consumers expected monetary contributions to fashion brands. This study integrates consumer equity with the customer lifetime value and regulatory orientation, to explore the behavioral pattern of individuals on social media and examines the monetary return of fashion brands' investments to participate in image-based social media. A total of 394 college students with an average age of 20.5 (SD=1.28 years) (25.6% race/ethnic minorities, 49.5% female) participated in this exploratory study. Part I of the study revealed the positive relationship between consumer liking behavior and evaluations, and revealed brand equity driver positively influences customer lifetime value, yet value equity driver negatively influences customer lifetime value. Part II of the study confirmed that liking behavior and customer evaluations are increased by regulatory focus fit by first matching chronic regulatory orientation with regulatory focus posts. Specifically, findings revealed that matching active and passive usage with regulatory focus post was most effective, however, not confirmed statistically. This study provides valuable insights into the relationship between consumers' image-based social media interactions and consumers expected monetary contribution as affected by consumers' engagement on image-based social media. Moreover, the study allows a theoretical framework expansion of social media theory, as well as a theoretical expansion of consumer equity, customer lifetime value, and regulatory orientation for image-based social media.
Metrics
49 File views/ downloads
80 Record Views
Details
- Title
- The meaning of social media likes
- Creators
- Nigel Adedayo Robinson Joseph
- Contributors
- Jihyeong Son (Degree Supervisor)Vicki A. McCracken (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University; [Pullman, Washington] :
- Identifiers
- 99900524859801842
- Language
- English
- Resource Type
- Thesis