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dc.contributor.advisorKarjaluoto, Heikki
dc.contributor.authorHepola, Janne
dc.date.accessioned2015-10-06T13:05:45Z
dc.date.available2015-10-06T13:05:45Z
dc.date.issued2015
dc.identifier.otheroai:jykdok.linneanet.fi:1496995
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/47256
dc.description.abstractThe Internet has become increasingly important for companies in recent years. However, online environment possesses many challenges for both managers and researchers. Moreover, it is not until recently engagement concept has begun to emerge in the marketing literature. However, it is known that engagement has a strong influence on many favorable customer outcomes. Thus, engagement is a fruitful research topic in online environment. The purpose of this explanatory study is to examine behavioral dimension of online brand engagement in context of content consumption. This study examines the effects of five motivational drivers (community, information, entertainment, identity, and remuneration) on behavioral online brand engagement. This relationship is further investigated through moderating effects of brand commitment and trust in online content. In addition, the impact of behavioral online brand engagement on brand purchase intention is examined. The study is conducted in tractor context. Quantitative approach is selected for this study. The data (N=819) is gathered through an online survey which is administrated in five languages (English, German, French, Polish, and Finnish). Based on the results of this study, the best predictors of behavioral online brand engagement are community, entertainment, and information which, however, are only weak predictors. Identity has no significant impact, whereas remuneration has a weak negative impact on behavioral online brand engagement. There is partial support only to two moderation hypotheses: when the relationship between identity and behavioral online brand engagement is concerned, there is a statistically significant difference between the low and high group regarding both moderators. However, both moderators act also as antecedents of behavioral online brand engagement. Consuming brand-related content online rather than offline also has a significant positive impact on brand purchase intention. In addition, frequency of consumption has a significant positive impact on behavioral online brand engagement thus supporting the participation-engagement dichotomy that is adopted in this research.en
dc.format.extent1 verkkoaineisto (83 sivua)
dc.language.isoeng
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.subject.otherBehavioral online brand engagement
dc.subject.otheronline content consumption
dc.subject.othermotivational driver
dc.subject.otherbrand commitment
dc.subject.othertrust
dc.subject.otherbrand purchase intention
dc.titleMotivational drivers of behavioral online brand engagement in content consumption context : examining brand commitment and trust in online content as moderators
dc.title.alternativeExamining brand commitment and trust in online content as moderators
dc.identifier.urnURN:NBN:fi:jyu-201510063314
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.date.updated2015-10-06T13:05:45Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20423
dc.subject.ysotavaramerkit
dc.subject.ysoInternet
dc.subject.ysobrändit


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