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The moderation effect of environmental awareness on the relationship between customer’s engagement and value-creation to the company in social media : an empirical study based on Thai undergraduate student
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Pukdeemai, Chonnawee (2020) The moderation effect of environmental awareness on the relationship between customer’s engagement and value-creation to the company in social media : an empirical study based on Thai undergraduate student. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b3709401~S15
Abstract
The advent of social media nowadays has changed service consumption, especially for young consumer who is almost always online. The role of the customer in the exchange of value is changing from being a passive actor to be an active participant. There are many ways that companies can benefit and create value from user participation in social media, including (a) through the networking, status updates, and content contribution ; (b) by participating in company development and innovation and (c) by selling information obtained from users’ digital data profiles. However, previous research failed to explain how to use social media tools strategically to create business value in the growing digital landscape, especially, in the context of Thailand, which most of the study in this area focused on the use of SM on purchase intention or tourism perspective. Besides, environmental concern is a hot issue in both pieces of research and social media platform. Many authors popularly study these, especially in terms of the effect of social media into environmental awareness. Nevertheless, none of them focuses on the opposite side which is how environmental attitudes of the customer can create the different level of engagement in SM, especially in terms of different value creation level to the company.
The aim of this study, therefore, is to explore the moderation role of environmental awareness on the relationship between customer engagement and value creation in social media in the context of Thai university student. In so doing, a conceptual framework is developed based on existing literature with the Theory of planned behaviour, We-intention, Consumer’s online brand-related activities, and attitudinal of environmental awareness. Hence, ten constructs are generated. Following this, two-step quantitative data analysis is carried out. The first is to ensure the accuracy of the questionnaire items and constructs by pilot study and exploratory factor analysis, and the second step is to validate the measurement model and assess the structural model. This study generated two key findings:
1) The findings demonstrate that rewards, customers-brand trust, and social influence have a positive impact on the participation in social media, in which social presence and social influence is found to be antecedence of trust, and trust also has a direct impact on value generation to the company in social media.
2) Affective level of environmental awareness strengthens the positive relationship between SM consumption and SM contribution, while the conative level of environmental awareness is found to strengthen the positive relationship between SM consumption and SM contribution and also strengthens the positive relationship between SM consumption and SM creation.
Overall, this study contributes to the advancement of customer-relationship management research by illustrating the performance implication of customer’s engagement and value creation in social media, and further advances our understanding of how different attitudinal level of environmental awareness interact with these relationships.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
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Library of Congress Subject Headings (LCSH): | Social media -- Thailand, Social media -- Economic aspects -- Thailand, Customer relations -- Economic aspects -- Thailand, Business communication -- Thailand | ||||
Official Date: | July 2020 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Manufacturing Group | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Jones, Jeffrey Alun, 1962- ; Marshall, Jane (Teaching fellow) | ||||
Sponsors: | Thailand | ||||
Format of File: | |||||
Extent: | xii, 202 leaves : illustrations (some colour) | ||||
Language: | eng |
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