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Logged Off, Still Loyal? Exploring the Impact of Social Media Quitting on Consumer Purchase Intentions and Brand Loyalty
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Autores
Orientador(es)
Resumo(s)
This research focused on the effects of social media quitting on brand identification, loyalty
and purchase intention, which provided new insights into the literature. By obtaining data
through an online survey, a sample of 262 respondents was used to test a research model.
The results showed that social media quitting has a positive impact on online brand
identification and brand loyalty, but it has a negative effect on online purchase intention. It
was also confirmed that social influence moderates the relationship between social media
quitting and brand loyalty, but it doesn’t moderate the one between social media quitting and
online brand identification. This work provided new information for future studies and
proposed an alternate subject and rapport of digital detox on brand’s context. Overall, this
study shows that digital detox doesn’t have solely negative impacts on every element of
consumer-brand relationship.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Digital detox Social media quitting Social influence Purchase intention Brand loyalty Consumer behavior Brand identification SDG 3 - Good health and well-being SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption