The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

@inproceedings{Chen2015TheEO,
  title={The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation},
  author={Kuan-Ju Chen and Jooyoung Kim and Jhih-Syuan Lin},
  year={2015}
}
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… CONTINUE READING
1
Twitter Mention