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You searched for +publisher:"University of Texas – Austin" +contributor:("Choi, Sejung Marina"). Showing records 1 – 3 of 3 total matches.

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University of Texas – Austin

1. Kang, Mihyun. The facilitating role of review ratings on online consumer review processing : the moderating role of susceptibility to interpersonal influence and perceived risk.

Degree: PhD, Advertising, 2012, University of Texas – Austin

Online consumer reviews have become popular sources for acquiring product-related information. However, an excessive number of reviews create eWOM overload, thus a system that can efficiently sort helpful reviews, so prospective customers can make informed decision more easily, is an obvious solution. Numeric cues, such as star ratings, are perceived to be valuable, but consumers’ evaluation of the review and the reviewed product has been understudied. In fact, it is unclear how consumers process numeric cues as parts of online product information. Therefore, this study investigated the potential of numeric review cues, particularly star ratings, to determine how consumers process numeric reviews in relation to their evaluation of review quality and in relation to their decision-making process. The main premise of this study is that consumers systematically process product information online via peer consumer reviews, and consumers’ dependency on reviews depends on their susceptibility to interpersonal influence and the perceived risk inherent in the product purchase. Two experiments were conducted to test this premise, and the experiments found that the degree of consumers’ susceptibility to interpersonal influence which acted as a moderator of the valence of star rating effects has a significant impact on consumers’ evaluations of online consumer reviews and the reviewed product. In addition, the findings highlighted the significant role peer consumers’ star ratings can play in product purchase decisions. Moreover, the study identified the role susceptibility to interpersonal influence had in an online shopping environment. Advisors/Committee Members: Sung, Yongjun (advisor), Choi, Sejung Marina (advisor).

Subjects/Keywords: Online product review; Consumer behavior; Summary rating; Review rating; Susceptibility to interpersonal influence; Perceived risk

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Kang, M. (2012). The facilitating role of review ratings on online consumer review processing : the moderating role of susceptibility to interpersonal influence and perceived risk. (Doctoral Dissertation). University of Texas – Austin. Retrieved from http://hdl.handle.net/2152/32880

Chicago Manual of Style (16th Edition):

Kang, Mihyun. “The facilitating role of review ratings on online consumer review processing : the moderating role of susceptibility to interpersonal influence and perceived risk.” 2012. Doctoral Dissertation, University of Texas – Austin. Accessed November 21, 2019. http://hdl.handle.net/2152/32880.

MLA Handbook (7th Edition):

Kang, Mihyun. “The facilitating role of review ratings on online consumer review processing : the moderating role of susceptibility to interpersonal influence and perceived risk.” 2012. Web. 21 Nov 2019.

Vancouver:

Kang M. The facilitating role of review ratings on online consumer review processing : the moderating role of susceptibility to interpersonal influence and perceived risk. [Internet] [Doctoral dissertation]. University of Texas – Austin; 2012. [cited 2019 Nov 21]. Available from: http://hdl.handle.net/2152/32880.

Council of Science Editors:

Kang M. The facilitating role of review ratings on online consumer review processing : the moderating role of susceptibility to interpersonal influence and perceived risk. [Doctoral Dissertation]. University of Texas – Austin; 2012. Available from: http://hdl.handle.net/2152/32880


University of Texas – Austin

2. Kim, Eunice Eun-Sil. Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness.

Degree: PhD, Advertising, 2014, University of Texas – Austin

With the continuing growth of consumer participation in brand activities in social media, social media marketers and researchers have sought to tap into consumer engagement and relationship building by creating interpersonal social media environments that can facilitate consumers’ sense of belonging or social relatedness. Although consumer engagement and relationship building have become mainstream research topics in social media, little is known about which marketing efforts brands should undertake in order to engage various consumers who have different motivations to engage with brands. The purpose of this research was to explore the mechanism by which consumer motivations and perceptions of social relatedness influence consumer engagement and relationship building in the context of social media. Three studies were conducted to examine whether the extent to which consumers’ experience of social relatedness in social media moderates the effects of self-determination on consumer engagement (i.e., intrinsic motivation and future intention) and relational outcomes (i.e., satisfaction, affective commitment, control mutuality, competence trust, and benevolence/integrity trust). The findings consistently showed that consumers’ perceptions of the social relatedness they experienced within social media moderated the effect of self-determination on intrinsic motivation and affective commitment. Specifically, the positive influence of social relatedness on consumers’ intrinsic motivation and affective commitment to brand activities was greater for consumers with a low level of self-determination than for those who were motivated by a high level of self-determination. Consumers with low levels of self-determination yielded greater intrinsic motivation and affective commitment when they experienced high perceived social relatedness than when they perceived low perceived relatedness. However, among brand followers in social media, the consumer self-determination × social relatedness interaction effects on the relational outcomes were greater for those who were high in self-determination than for those who were low in self-determination. Overall, this research highlights the importance of fulfilling consumers’ need for social relatedness in the context of social media, especially for those who are motivated to engage in brand activities via external factors. Further, findings of this research yield insights into segmenting consumers based on the level of consumer self-determination and consumer type. Advisors/Committee Members: Drumwright, Minette E. (advisor), Choi, Sejung Marina (advisor).

Subjects/Keywords: Consumer engagement; Consumer-brand relationship; Self-determination; Social relatedness; Social media

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Kim, E. E. (2014). Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness. (Doctoral Dissertation). University of Texas – Austin. Retrieved from http://hdl.handle.net/2152/25878

Chicago Manual of Style (16th Edition):

Kim, Eunice Eun-Sil. “Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness.” 2014. Doctoral Dissertation, University of Texas – Austin. Accessed November 21, 2019. http://hdl.handle.net/2152/25878.

MLA Handbook (7th Edition):

Kim, Eunice Eun-Sil. “Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness.” 2014. Web. 21 Nov 2019.

Vancouver:

Kim EE. Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness. [Internet] [Doctoral dissertation]. University of Texas – Austin; 2014. [cited 2019 Nov 21]. Available from: http://hdl.handle.net/2152/25878.

Council of Science Editors:

Kim EE. Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness. [Doctoral Dissertation]. University of Texas – Austin; 2014. Available from: http://hdl.handle.net/2152/25878


University of Texas – Austin

3. Kim, So Jung, 1976-. The moderating roles of consumer-company identification and perceived fit between corporate associations and crisis type in the effectiveness of crisis communication strategies.

Degree: PhD, Advertising, 2012, University of Texas – Austin

Many of today’s corporations face crisis events. A few well-known examples include Tylenol’s poisoned capsules, Odwalla’s contaminated juice, Mattel’s defective toys, Toyota’s product-recalls, and more recently, BP’s Gulf oil spill. Whether or not it is at fault, a corporation must sometimes overcome negative public sentiment resulting from a crisis and taking a proper action, especially an appropriate response strategy, is necessary for the company to overcome such a predicament. This study, therefore, seeks to systematically investigate how two critical constructs – consumer-company identification and corporate association-crisis type congruence – in a corporate crisis context conjointly determine the effectiveness of crisis communication strategies by the corporation. More specifically, this study examines how varying degrees of consumer identification with a company affect the effectiveness of one of the common crisis response strategies, excuse. It also seeks to discover how the consumer-company identification moderates the effectiveness of different types of crisis communication strategies (compensation vs. apology). In addition, the study attempts to determine how perceived fit between corporate associations and crisis type moderates the effects of crisis communication strategies (excuse vs. apology). The study’s results show that the excuse strategy is more effective for consumers strongly identified with a company than for those weakly identified with it. However, the level of consumer-company identification is not found to moderate the effectiveness of the compensation and apology strategies. The study also found a significant moderating role of perceived fit between corporate associations and crisis type in determining the effectiveness of the excuse and apology strategies. The findings suggest that when a company faces a crisis that violates its core corporate associations, the apology strategy is more effective; a company involved in a crisis irrelevant to its corporate associations is better served by the excuse strategy. Advisors/Committee Members: Atkinson, Lucinda (advisor), Choi, Sejung Marina (advisor), Drumwright, Minette E (committee member), Eastin, Matthew (committee member), Falbo, Tony L (committee member).

Subjects/Keywords: Corporate crisis; Crisis communication strategies; Consumer-company identification; Corporate associations

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Kim, So Jung, 1. (2012). The moderating roles of consumer-company identification and perceived fit between corporate associations and crisis type in the effectiveness of crisis communication strategies. (Doctoral Dissertation). University of Texas – Austin. Retrieved from http://hdl.handle.net/2152/32892

Chicago Manual of Style (16th Edition):

Kim, So Jung, 1976-. “The moderating roles of consumer-company identification and perceived fit between corporate associations and crisis type in the effectiveness of crisis communication strategies.” 2012. Doctoral Dissertation, University of Texas – Austin. Accessed November 21, 2019. http://hdl.handle.net/2152/32892.

MLA Handbook (7th Edition):

Kim, So Jung, 1976-. “The moderating roles of consumer-company identification and perceived fit between corporate associations and crisis type in the effectiveness of crisis communication strategies.” 2012. Web. 21 Nov 2019.

Vancouver:

Kim, So Jung 1. The moderating roles of consumer-company identification and perceived fit between corporate associations and crisis type in the effectiveness of crisis communication strategies. [Internet] [Doctoral dissertation]. University of Texas – Austin; 2012. [cited 2019 Nov 21]. Available from: http://hdl.handle.net/2152/32892.

Council of Science Editors:

Kim, So Jung 1. The moderating roles of consumer-company identification and perceived fit between corporate associations and crisis type in the effectiveness of crisis communication strategies. [Doctoral Dissertation]. University of Texas – Austin; 2012. Available from: http://hdl.handle.net/2152/32892

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