Consumer activity in social media: Managerial approaches to consumers' social media behavior

By Kristina Heinonen. 2011

667 citations recorded by the source corpus.

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/47156bed01cbcf1e4aa08ee68c62b0b2ab7dec32

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In Communication

In Sociology and Political Science

Citations in the corpus

Consumer perception of knowledge-sharing in travel-related Online Social Networks (2016, background): “Most OSN users are lurkers who read discussions, reviews, and feedback but rarely or never participate (Heinonen, 2011).”
A social commerce investigation of the role of trust in a social networking site on purchase intentions (2017, background): “Given the context of social commerce, user-generated contents, such as reviews, offer both diagnostic value for consumers in their purchase decision processes (Nambisan, 2002) and elevates the level of sales for e-vendors (Heinonen, 2011).”
Brand love is all around: loyalty behaviour, active and passive social media users (2020, background): “However, not all social media users are active; most are lurkers (passive users) who read discussions, reviews and feedback, but rarely or never themselves participate (Heinonen, 2011).”
On the relationship between consumer-brand identification, brand community, and brand loyalty (2018, background): “They expect different benefits and participate at different intensity levels, from posters (content producers) to lurkers (content consumers) (Heinonen, 2011; Park et al., 2009; Shao, 2009).”
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, background): “Consuming and contributing are generally regarded as two critical types of consumer engagement with brand pages (Heinonen, 2011; Muntinga, Moorman, & Smit, 2011; Shao, 2009).”
Social commerce: The transfer of power from sellers to buyers (2015, background): “SNSs are the area of largest growth on the Internet (Hollenbeck and Kaikati, 2012).”
Consumer behavior in social commerce: A literature review (2016, methodology): “For instance, using the narrative analysis method, Heinonen [37] asked consumer respondents to keep a diary to report their thoughts and information about social networking site usage.”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Specifically, customer brand engagement (CBE), as part of CE, plays a significant role within the marketing literature (Calder et al., 2009; Dwivedi, 2015; Heinonen, 2011; Hollebeek et al., 2014).”