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https://doi.org/10.21256/zhaw-19870| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing |
| Authors: | Beurer-Züllig, Bettina Klaas, Michael |
| et. al: | No |
| DOI: | 10.24251/HICSS.2020.314 10.21256/zhaw-19870 |
| Proceedings: | Proceedings of the 53rd Hawaii International Conference on System Sciences |
| Page(s): | 2579 |
| Pages to: | 2588 |
| Conference details: | 53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020 |
| Issue Date: | Jan-2020 |
| Publisher / Ed. Institution: | University of Hawai'i at Manoa |
| Publisher / Ed. Institution: | Honolulu |
| ISBN: | 978-0-9981331-3-3 |
| ISSN: | 2572-6858 |
| Language: | English |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | Social media influences most off-line purchasing decisions, thereby impacting the relationship between retailers and (prospective) customers. User-generated content (UGC) is a means of engaging with consumers and shaping their trust perception and loyalty. Based on a sample of 967 food retail customers, we identify four segments into which brand-related UGC consumers can be categorized: Brand Lovers, True-Blues, Detached Customers, and Confiding Customers. These clusters are distinct in terms of trust toward brand-related UGC, loyalty, brand-related UGC involvement, and demographics. Our findings add to the understanding of digital content marketing consequences by mapping four different brand-related UGC consumer typologies. From a managerial point of view, our findings suggest how to best engage with the determined consumer typologies and highlight the importance of social media for off-line businesses. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/19870 |
| Fulltext version: | Published version |
| License (according to publishing contract): | CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2020_Zuellig-Klaas_Social-side-of-brick_aom.pdf | 302.93 kB | Adobe PDF |  View/Open |
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Beurer-Züllig, B., & Klaas, M. (2020). The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing [Conference paper]. Proceedings of the 53rd Hawaii International Conference on System Sciences, 2579–2588. https://doi.org/10.24251/HICSS.2020.314
Beurer-Züllig, B. and Klaas, M. (2020) ‘The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing’, in Proceedings of the 53rd Hawaii International Conference on System Sciences. Honolulu: University of Hawai’i at Manoa, pp. 2579–2588. Available at: https://doi.org/10.24251/HICSS.2020.314.
B. Beurer-Züllig and M. Klaas, “The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing,” in Proceedings of the 53rd Hawaii International Conference on System Sciences, Jan. 2020, pp. 2579–2588. doi: 10.24251/HICSS.2020.314.
BEURER-ZÜLLIG, Bettina und Michael KLAAS, 2020. The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing. In: Proceedings of the 53rd Hawaii International Conference on System Sciences. Conference paper. Honolulu: University of Hawai’i at Manoa. Januar 2020. S. 2579–2588. ISBN 978-0-9981331-3-3
Beurer-Züllig, Bettina, and Michael Klaas. 2020. “The Social Side of Brick and Mortar : The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing.” Conference paper. In Proceedings of the 53rd Hawaii International Conference on System Sciences, 2579–88. Honolulu: University of Hawai’i at Manoa. https://doi.org/10.24251/HICSS.2020.314.
Beurer-Züllig, Bettina, and Michael Klaas. “The Social Side of Brick and Mortar : The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing.” Proceedings of the 53rd Hawaii International Conference on System Sciences, University of Hawai’i at Manoa, 2020, pp. 2579–88, https://doi.org/10.24251/HICSS.2020.314.
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