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When Consumers Disconnect: Understanding Social Media Detox and Its Impact on Marketplace Responses and Purchase Intention
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Orientador(es)
Resumo(s)
This study analyses the influence of social media quitting on consumer marketplace responses, together with their impact on purchase intention. While the literature has already explored key drivers, motivations, and psychological traits related to social media detox, little attention has been paid to this phenomenon from a consumer behavior perspective. Based on a sample of 173 individuals, results indicate that social media quitting negatively impacts brand trust and word-of-mouth. It also demonstrated the impact of market responses, such as the use of alternative channels and word-ofmouth, on purchase intention. Furthermore, the model shows a moderation effect of well-being and openness to experience throughout different relationships within the model. It also highlights the key role of word-of-mouth, given its full mediation on the relationship between social media quitting and purchase intention. Supported by the findings, this research presents guidance for maintaining consumer-brand relationships while in a social media disengagement period, which is becoming increasingly common.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Social Media Detox Consumer Behavior Purchase Intention WOM Brand Trust