Date of Award

2016

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Business Administration

First Advisor

Ruby Roy Dholakia

Abstract

Posting consumption items on social media has become a common consumer behavior. It represents a new type of word-of-mouth activity. This dissertation investigates the factors that contribute to consumption-related posting behavior (CPB) on social media and the influences of such behavior on how consumers enjoy their purchases. It offers evidence from six studies in support of a framework incorporating the antecedents and consequences of CPB on social media. Antecedents – intrinsic enjoyment of using social media, the motivation to express oneself through word-of-mouth and purchase type – positively predict the posting behavior. Experiential purchases are more likely to be posted than material purchases. Materialism, however, moderates the effects of purchase type on posting. Specifically, lower-materialism consumers are more likely to post experiential purchases than material purchases, while higher-materialism consumers tend to post both types of purchases. For the consequences of CPB on social media, materialism is found to be a moderator interacting with CPB on social media to influence consumers’ enjoyment with their purchases. CPB on social media leads lower-materialism consumers to enjoy their purchases more; on the other hand, CPB on social media does not have such effects on higher-materialism consumers. Moreover, CPB on social media influences enjoyment with purchase through the purchase’s impact on self and interpersonal relationship. This dissertation makes significant contributions to the research on word-of-mouth, social media as well as materialism. It provides important managerial implications as well.

Available for download on Sunday, April 01, 2018

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