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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated
Content on Different Consumer Typologies in Food Retailing


Author(s): Bettina Beurer-Zuellig, Michael Klaas

Citation: Bettina Beurer-Zuellig, Michael Klaas, (2020) "The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 3,  pp. 67-78

Aricle Type: Research paper

Publisher: North American Business Press

Abstract:

Social media influences most off-line purchasing decisions, thereby impacting the relationship between retailers and (prospective) customers. User-generated content (UGC) is a means of engaging with consumers and shaping their trust perception and loyalty. Based on a sample of 967 food retail customers, we identify four segments distinct in terms of trust toward brand-related UGC, loyalty, brandrelated UGC involvement, and demographics. Our findings add to the understanding of digital content marketing consequences by mapping four different brand-related UGC consumer typologies and how to best engage with the determined consumer typologies, highlighting the importance of social media for offline businesses.