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Social media is rapidly changing the online retail landscape (Constantinides & Fountain, 2008). Because of social media, consumers can now blog, review, tweet, and post on Facebook about their consumption experiences. Social media includes social network sites, such as Facebook and Twitter, but also includes social network applications, such as online ratings and reviews. Social network applications give retailers the opportunity to add a human element, or social cues, to their online retail websites. Research in traditional brick and mortar environments has shown that an increase in social cues can lead to an increase in positive emotions, attitudes, and purchase intentions towards a retailer (Hu & Jasper, 2006; Baker, Grewal, & Parasuraman, 1994). This research attempts to understand the influence that three social network applications have on consumer decision-making and behaviors.

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Jan 1st, 12:00 AM

Social media in the store environment: The impact of social network applications on consumer emotions, cognitions, and purchase intentions

Social media is rapidly changing the online retail landscape (Constantinides & Fountain, 2008). Because of social media, consumers can now blog, review, tweet, and post on Facebook about their consumption experiences. Social media includes social network sites, such as Facebook and Twitter, but also includes social network applications, such as online ratings and reviews. Social network applications give retailers the opportunity to add a human element, or social cues, to their online retail websites. Research in traditional brick and mortar environments has shown that an increase in social cues can lead to an increase in positive emotions, attitudes, and purchase intentions towards a retailer (Hu & Jasper, 2006; Baker, Grewal, & Parasuraman, 1994). This research attempts to understand the influence that three social network applications have on consumer decision-making and behaviors.

 

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