A STUDY ON IMPACT OF FACEBOOK BRAND-RELATED USER GENERATED CONTENT (UGC) ON CONSUMER RESPONSES

The purpose of this study is to propose and test a model that investigates the impact of brand related Facebook UGC on consumer responses. Research objectives include: Understand the impact of brand related UGC with respect to consumer emotional & cognitive responses, Investigate the process by which these cognitive and emotional responses are impacted, and Test whether homophily and brand involvement have any moderating impact on these proposed relationships. SOR Model has been used to drive the proposed model for this study (Mehrabian & Russell, 1974). The SOR model studies the impact of environmental elements on consumer responses; there responses may include behavior, emotion and cognition. Data collection for this research will be done through online survey questionnaires. These questionnaires will be shared online to potential respondents. These questionnaires will also contain a link to dummy Facebook Fan Pages that will work as stimuli, then after being exposed to these stimuli will the respondent be asked the required questions. The respondents will be selected through Purposive Sampling who have the characteristics of being a regular Facebook user and have exposure to E-Commerce. The data of this research will be analyzed through SPSS and AMOS to confirm reliability and validity of our constructs and to test our model.