THE EFFECTS OF SOCIAL MEDIA ON BRAND PERCEPTION AND CONSUMER BEHAVIOR: SOCIAL LEARNING THEORY AND COGNITIVE DISSONANCE THEORY PERSPECTIVE

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63569978" target="_blank" >RIV/70883521:28120/23:63569978 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.7441/dokbat.2023.03" target="_blank" >http://dx.doi.org/10.7441/dokbat.2023.03</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/dokbat.2023.03" target="_blank" >10.7441/dokbat.2023.03</a>

Result language

angličtina

Original language name

THE EFFECTS OF SOCIAL MEDIA ON BRAND PERCEPTION AND CONSUMER BEHAVIOR: SOCIAL LEARNING THEORY AND COGNITIVE DISSONANCE THEORY PERSPECTIVE

Original language description

This paper explores the effects of social media on brand perception and consumer behavior, incorporating the theoretical frameworks of social learning theory and cognitive dissonance theory. The study aims to provide insights into how social media nfluences brand perception and consumer behavior and address the research gaps and limitations in the existing literature. The literature review highlights the significant impact of social media on brand perception and consumer behavior, emphasizing the need for a deeper understanding of the underlying mechanisms. Building upon this foundation, the proposed theoretical framework integrates Social Learning Theory (SLT), which emphasizes the role of observational learning and modeling, and Cognitive Dissonance Theory (CDT), which explains the discomfort arising from inconsistent beliefs or behaviors. Document Analysis (DA) was used to develop a conceptual framework based on data gathered from open databases. The researchers used theme analysis to determine the relationships and conformity of research constructs. This approach broadened the scope of branding as the theme of attention in the existing literature. The implications of this study are twofold. Firstly, it provides valuable insights for marketers and practitioners to develop effective social media strategies that enhance brand perception and influence consumer behavior. Secondly, it contributes to the existing literature by integrating social learning and cognitive dissonance theories. It comprehensively explains the complex relationship between social media, brand perception, and consumer behavior. While this study makes significant contributions, there are opportunities for future research. Future studies can explore the effects of specific social media platforms, investigate the moderating effects of individual and cultural differences, and examine other marketing outcomes such as purchase intention and brand loyalty.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50201 - Economic Theory

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

19th International Bata Conference for Ph.D. Students and Young Researcher

ISBN

978-80-7678-194-8

ISSN

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e-ISSN

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Number of pages

10

Pages from-to

48-57

Publisher name

Fakulta managementu a ekonomiky, UTB ve Zlíně

Place of publication

Zlín

Event location

Zlín

Event date

Sep 13, 2023

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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