Document Type
Conference Proceeding
Language
eng
Publication Date
2014
Publisher
Marketing EDGE
Source Publication
Proceedings of the Marketing EDGE Direct/Interactive Marketing Research Summit 2014
Abstract
An understanding of how consumers interact with brands online is still in its infancy. This study will attempt to explain what motivates consumers to follow brands on social media, looking specifically at the role country and region of origin of products plays in explaining the relationship. Given the personal nature that attracts people to social media to build relationships, it is believed that the personal nature of brands originating from the social media users’ home country will heighten the likelihood that consumers track certain brands and may enhance the relationship that evolves between the brand and the consumer. A model is proposed to explain the relationship, with survey data from U.S. consumers used to begin to establish any links between product origins and brand tracking behavior through social media.
Recommended Citation
Pokrywczynski, Jim and Keenan, Kevin, "The Role of Country of Origin in Brand Following on Social Media Among U.S. Consumers" (2014). College of Communication Faculty Research and Publications. 278.
https://epublications.marquette.edu/comm_fac/278
Comments
Published version. Published as part of the proceedings of the conference, Marketing EDGE Direct/Interactive Marketing Research Summit, 2014. Publisher link. © 2014 The Authors. Used with permission.