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Full-Text Articles in Business
From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta
From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta
Articles
This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.
Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley
Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley
Articles
Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …
A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley
A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley
Articles
The long overdue surge of interest in consumer behaviour texts in low-involvement purchasing has only begun to gather momemtum. It often takes the form of asking whether concepts usually associated with high-involvement purchasing can be applied, albeit in a modified form, to low-involvement purchasing. One such concept is evoked set, that is the range of brands deemed acceptable by a consumer in a particular product area. This has characteristically been associated with consumption involving extensive pre-purchase search and evaluation. The consumer's evoked set is thus the brands he would actually consider purchasing in advance of the purchase event. However, when …