Social media: Empirical study on consumer behavior on brand trust towards consumer generated advertising

• Κύριος συγγραφέας: Ανδρικοπούλου, Αγγελική
• Άλλοι συγγραφείς: Θεοφανίδης, Φαίδων
• Μορφή: Thesis
• Γλώσσα: English
• Έκδοση: 2013
• Θέματα: Social media; Consumer generated advertising; Μέσα κοινωνικής δικτύωσης; Διαφήμιση; Καταναλωτές; 658.834 3

This study examines the potential influence of consumer generated advertising on consumer’s trust in brands. In particular it focuses on consumer’s behavior before and after their exposure on consumer generated videos, which share their product experience (positive & negative). The study begins with a detailed literature review of previous academic research and theory. From this emerged the research objective and aims. Two different questionnaires were given to students and graduate students, before and after their exposure to consumer generated videos, so as to explore their influence to them. Interesting results and insights are presented, which represent the need for companies to gain a deeper understanding of the potential power of social media and consumer generated advertising and how it may be harnessed.