Author ORCID Identifier

0000-0001-7701-9891

Date of Award

Spring 5-1-2023

Degree Type

Closed Dissertation

Degree Name

Doctor of Philosophy in Business Administration (PhD)

Department

Marketing

First Advisor

Denish Shah

Abstract

Consumers often engage in consumption activities for creating social media content—this behavior is known as social media centric consumption (SMCC). This dissertation explores this prevalent consumer behavior across cultures, particularly when it becomes an external objective and becomes disruptive for consumers. Understanding how consumers' SMCC objectives affect consumer evaluations in the short and long term is essential. The first essay examines the utility people derive from their experiences as a function of their SMCC motivations. Findings from four surveys and two laboratory studies show that SMCC (i.e., consuming products and experiences with the primary motivation to post on social media) decreases consumers' evaluations. This counterintuitive effect on consumer evaluations occurs for purchases that introduce an external motivator, such as an emphasis on creating social media content. In other words, SMCC, an extrinsic social motivator, can reduce a consumer’s subsequent repurchase intentions and lead to negative brand and consumer consequences. In the second essay, cultural differences are addressed. Globally, social media is integrated into the consumer decision-making process, however, no research has explored the social media centric consumption phenomena empirically or across cultures.

DOI

https://doi.org/10.57709/35001852

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