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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50201 - Economic Theory

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

ISBN

978-80-7678-194-8

ISSN

—

e-ISSN

—

Počet stran výsledku

10

Strana od-do

48-57

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

13. 9. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—