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Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry


Šerić, Maja; Garbin Praničević, Daniela
Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry // Journal of hospitality marketing & management, 27 (2018), 2; 218-238 doi:10.1080/19368623.2017.1340219 (međunarodna recenzija, članak, znanstveni)


Naslov
Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry

Autori
Šerić, Maja ; Garbin Praničević, Daniela

Izvornik
Journal of hospitality marketing & management (1936-8623) 27 (2018), 2; 218-238

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Brand relationship outcomes, consumer-generated reviews, fast-food chain brands, social media communication, university students

Sažetak
A number of studies agree on the fact that social media users tend to trust more the contents created by other users than those generated by companies’ marketing departments or advertising agencies. However, little is known regarding whether social media can actually enhance brand trust and other brand relationship outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to offer some important insight on this issue by examining the impact of consumer-generated reviews on social media on four main pillars of the relationship marketing paradigm, i.e., satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is also examined. The findings suggest that consumergenerated reviews on social media exert a direct impact on affective brand commitment and an indirect impact on brand loyalty. However, their influence on brand satisfaction and trust appears to be insignificant. The inter-relationship between brand relationship outcomes is also corroborated.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Ustanove
Ekonomski fakultet, Split

Autor s matičnim brojem:
Daniela Garbin Praničević, (267124)

Časopis indeksira:


  • Current Contents Connect (CCC)
  • Web of Science Core Collection (WoSCC)
    • Science Citation Index Expanded (SCI-EXP)
    • SCI-EXP, SSCI i/ili A&HCI
    • Emerging Sources Citation Index (ESCI)
  • Scopus


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