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Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca
Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca
Theses and Dissertations - UTB/UTPA
Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation. The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …
"Spreading The Good Word": Toward An Understanding Of Brand Evangelism, Samuel K. Doss
"Spreading The Good Word": Toward An Understanding Of Brand Evangelism, Samuel K. Doss
Theses and Dissertations - UTB/UTPA
The objective of this dissertation is to better understand the phenomenon of brand evangelism and the dimensions that are involved in a consumer becoming a brand evangelist. A brand evangelist is a consumer who actively “spreads the good word” of the brand while attempting to influence others’ consumption behavior. Through the development and testing of a model, this study helps to realize the concepts that are involved in a consumer becoming a brand evangelist. To date, little research has examined the dimensions of brand evangelism. It is proposed here that the attributes leading to brand evangelism include brand satisfaction, brand …