Date of Award
Spring 5-2018
Degree Type
Honors College Thesis
Department
Marketing and Fashion Merchandising
First Advisor
Melinda McLelland
Advisor Department
Marketing and Fashion Merchandising
Abstract
Social media is bringing consumers and businesses together like never before. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. In an effort to expand upon growing research into the effects likes and shares may have on constructs such as attitude, intent to follow, trust, and adoption intention, this study designs an experiment which manipulates one small and one national business’s actual Facebook posts to measure the effects simply having higher or lower likes and shares can have on a consumer’s perception of that business. Using T-test and Regression Analysis, adoption intention was recorded as significantly affected by the manipulation on both the small/local and national level of business. In both cases, trust was a significant predictor to adoption intention.
Copyright
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Recommended Citation
Shaw, Tally, "Do Perceptions of Businesses Differ Between Higher and Lower Counts of Social Media Post Engagements?" (2018). Honors Theses. 554.
https://aquila.usm.edu/honors_theses/554