Quotation Scholz, Michael, Dorner, Verena, Landherr, Andrea, Probst, Florian. 2013. Awareness, Interest, and Purchase: The Effects of User- and Marketer-Generated Content on Purchase Decision Processes. In 34th International Conference on Information Systems (ICIS), Hrsg. R. Baskerville, 1-17. Milan, Italy: None.


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Abstract

Companies use Facebook fan pages to promote their products or services. Recent research shows that user- (UGC) and marketer-generated content (MGC) created on fan pages affect online sales. But it is still unclear how exactly they affect consumers during their purchase process. We analyze field data from a large German e-tailer to investigate the effects of UGC and MGC in a multi-stage model of purchase decision processes: awareness creation, interest stimulation, and final purchase decision. We find that MGC and UGC create awareness by attracting users to the fan page. Increased numbers of active users stimulate user interest, and more users visit the e-tailer’s online shop. Neutral UGC increase the conversion rate of online shop visitors. Comparisons between one-, two- and three-stage modes show that neglecting one or two stages hides several important effects of MGC and UGC on consumers and ultimately leads to inaccurate predictions of key business figures.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Contribution to conference proceedings
Language English
Title Awareness, Interest, and Purchase: The Effects of User- and Marketer-Generated Content on Purchase Decision Processes
Title of whole publication 34th International Conference on Information Systems (ICIS)
Editor R. Baskerville
Page from 1
Page to 17
Location Milan, Italy
Year 2013
ISBN 978-0-615-93383-2
Open Access N

Associations

People
Dorner, Verena (Details)
External
Landherr, Andrea (FIM Research Center, Germany)
Probst, Florian (FIM Research Center, Germany)
Scholz, Michael (University of Passau, Germany)
Organization
Institute for Digital Ecosystems IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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