Examining user- and marketer-generated content and the marketing of athletic footwear via instagram

Marketing scholars and practitioners recognised the importance of effective manipulation of online information cues in affecting consumer behaviour on social media. This study investigates the effects of user-generated content (online consumer reviews) and marketer-generated content (online product...

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Main Author: Teo, Li Xin
Other Authors: Leng Ho Keat
Format: Final Year Project
Language:English
Published: 2017
Subjects:
Online Access:http://hdl.handle.net/10356/70081
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-700812020-09-27T20:23:47Z Examining user- and marketer-generated content and the marketing of athletic footwear via instagram Teo, Li Xin Leng Ho Keat National Institute of Education DRNTU::Science Marketing scholars and practitioners recognised the importance of effective manipulation of online information cues in affecting consumer behaviour on social media. This study investigates the effects of user-generated content (online consumer reviews) and marketer-generated content (online product presentation) on consumers’ perceived product quality and purchase intention towards sports products, under different sport involvement situations, with the use of Instagram. In addition, drawing on the mental imagery perspective, this study aims to examine the effects of varying product presentation richness, via the manipulation of textual concreteness, on consumers’ product evaluation. 151 participants, aged 18 to 35, were recruited and randomly assigned into three experimental groups. Data was collected using a survey instrument. The findings suggest that user-generated content is not significantly more effective than marketer-generated content. The findings further showed that greater perceived concreteness evoked mental imagery significantly, which in turn increases consumers’ purchase intention, especially in the high sport-involvement group. The results extend current literature of auditory imagery during product marketing while offering insights for practitioners on the importance of textual content, even when the communication platform is visual-dominant. Bachelor of Science (Sport Science and Management) 2017-04-11T01:10:46Z 2017-04-11T01:10:46Z 2017 Final Year Project (FYP) http://hdl.handle.net/10356/70081 en 53 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Science
spellingShingle DRNTU::Science
Teo, Li Xin
Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
description Marketing scholars and practitioners recognised the importance of effective manipulation of online information cues in affecting consumer behaviour on social media. This study investigates the effects of user-generated content (online consumer reviews) and marketer-generated content (online product presentation) on consumers’ perceived product quality and purchase intention towards sports products, under different sport involvement situations, with the use of Instagram. In addition, drawing on the mental imagery perspective, this study aims to examine the effects of varying product presentation richness, via the manipulation of textual concreteness, on consumers’ product evaluation. 151 participants, aged 18 to 35, were recruited and randomly assigned into three experimental groups. Data was collected using a survey instrument. The findings suggest that user-generated content is not significantly more effective than marketer-generated content. The findings further showed that greater perceived concreteness evoked mental imagery significantly, which in turn increases consumers’ purchase intention, especially in the high sport-involvement group. The results extend current literature of auditory imagery during product marketing while offering insights for practitioners on the importance of textual content, even when the communication platform is visual-dominant.
author2 Leng Ho Keat
author_facet Leng Ho Keat
Teo, Li Xin
format Final Year Project
author Teo, Li Xin
author_sort Teo, Li Xin
title Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
title_short Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
title_full Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
title_fullStr Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
title_full_unstemmed Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
title_sort examining user- and marketer-generated content and the marketing of athletic footwear via instagram
publishDate 2017
url http://hdl.handle.net/10356/70081
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