Researchers at two universities examine how intentions to like, share, and comment on different types of persuasive marketing messages are determined by attitudes toward these messages.
Why do college students use Pinterest? In 2015, researchers focused on Pinterest usage by college students to study consumer engagement with ads.
Two researchers conducted a detailed study on what motivates consumers’ use of SNS platforms in relation to company brand pages. They came up with some intriguing insight about how and why SNS users interact with brand pages online.
This study examines how users’ attitudes and approaches toward social networking site (SNS) usage are influenced by specific social needs they seek to gratify through SNS interactions. The research focuses specifically on four key influential factors:
Researchers at the University of Texas studied how various factors of eWOM messages impact consumers’ attitudes of the reviewer, the product, and their intent to purchase. The study measures how message valence can influence consumer opinions.