The Theoretical Model of Social Media's Effect on Brand Preference: From the Perspective of Customer Perceived Value

DOI

10.2991/mmetss-16.2017.11How to use a DOI?

Keywords

Social Media, New pattern of online shopping, Customer perceived value, Information quality, Brand preference

Abstract

In this paper, we remodel the dimensions of the customer perceived value. On the basis of the above, we demonstrate that the influence of customer perceived value on brand preference under the new pattern of online shopping, and put forward the social media information quality is regulating the relationship between customers perceived value and brand preference. Through theoretical analysis of the effect of social media on brand preference, this paper can provide theoretical support for managers on brand operation and marketing decisions in the new network ecological environment.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yong Ding
AU  - Jinchuan Xiao
PY  - 2017/02
DA  - 2017/02
TI  - The Theoretical Model of Social Media's Effect on Brand Preference: From the Perspective of Customer Perceived Value
BT  - Proceedings of the 2016 International Conference on Modern Management, Education Technology, and Social Science (MMETSS 2016)
PB  - Atlantis Press
SP  - 53
EP  - 59
SN  - 2352-5398
UR  - https://doi.org/10.2991/mmetss-16.2017.11
DO  - 10.2991/mmetss-16.2017.11
ID  - Ding2017/02
ER  -