Dear Fathima

Please found a couple of articles and theses (search for them online), which investigate similar topics and should provide you with possible theoretical frameworks:

Baramidze, T. (2018). “The effect of influencer marketing on customer behavior. the case of youtube influencers in makeup industry”, Master thesis, Vytautas Magnus University, Kaunas, Lithuania.

Hor´akov´a, Z. (2018), “The Channel of Influence? YouTube advertising and the Hipster Phenomenon”, Master thesis, University in Prague, Prague, Czech Republic.

Viertola, W. (2018), “To what extent does YouTube marketing influence the consumer behaviour of a young target group?”, Metropolia University of Applied Sciences, Helsinki, Finland.

Westenberg, W. (2016), “The influence of YouTubers on teenagers: a descriptive research about the role YouTubers play in the life of their teenage viewers”, Master dissertation, University of Twente, Enschede, Netherlands.

Regards

Rodney Duffett

You may adopt one of the many models of consumer behavior. A synopsis of some consumer behavior models are available at: http://shodhganga.inflibnet.ac.in/bitstream/10603/203894/16/11_chapter2.pdf

For example, some worthy models are: The Economic Model, Learning Model, Psychological Model, Sociological Modelm Howard Sheth Model of buying behaviour, Engle-Kollat-Blackwell Model, Engle, Blackwell and Miniard (EBM) Model and the Webstar and Wind Model.

However, the EBM model and Simon's model seem's very interesting. Please check the article by Duangruthai Voramontri and Leslie Klieb " Impact of Social Media on Consumer Behaviour" available at: Article Impact of Social Media on Consumer Behaviour

Contact Igor Gammarano in Brazil... He is on RG... He is working on a similar topic for his doctoral work.

Hi Fathima, I would recommend the reading of Caliandro and Gandini's "Qualitative Research in Digital Environments" (2017). Despite the methodological orientation, this book provides a valuable overview of those strands of social media research that are necessary to understand the 'affordances' and socio-technical peculiarities of platforms and digital environments. In my opinion, this knowledge is essential for adapting any existing theoretical framework of consumer behavior to platformized and digitally-mediated forms of consumption. Also, further work in the field of critical algorithm studies and platform studies by authors such as David Beer, Kate Crawford, Ted Striphas and others could be very useful to you, as well as literature on digital inequalities by Hargittai and others. Good luck with the paper!

I would point to the established works of Detlev Zwick .... and to the emerging work of Igor de Jesus Lobato Pompeu Gammarano ... to get more ideas on this topic.

Try Networked Narratives, in the Journal of Marketing for a general theory. It's also been updated as "Lost in Translation." there's another general model you might be interested that was published in the article "Consumer Brand Engagement". They should all be available online, but if you have problems finding them, email me.

This might be an interesting piece of research in terms of brand engagement using pictures, posts, and tags...across social media platform.

Extracting brand information from social networks: Integrating image, text, and social tagging data September 2018 International Journal of Research in Marketing Jan Klostermann Anja Plumeyer Daniel Böger Reinhold Decker

• Reinhold Decker is on RG.

You might also consider Fishbein and Ajzen "Theory of Planned Behavior" (TPB)--when you consider that social media is a 'choice' which often is planned in terms of using... This theory has been used in many fields of research. So possible 'google' TPB and social media engagement.

Dear Fathima,

You may benefit from this paper: Conference Paper Utilitarian Use of Social Media Services: A Study on Twitter

Dear Fathima, our paper in the Journal of Services Marketing argues based on the stimulus–organism–response paradigm, we investigate how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers.

Full text is available from the publishers below, as it won a commended paper for 2019

https://www.emerald.com/insight/content/doi/10.1108/JSM-02-2017-0059/full/html

Hi!

I would recommend reaching out to dr Crystal Abidin. She recently completed a study of the nordic influencer industry. https://www.youtube.com/watch?v=zVDg1cKyi34

BR,

Patrik

Social media act as catalyst to established consumer theories and models and helps them evolve and adjust to modern communication frameworks. Interesting study that navigates you through this departure from the analog to the digital world.

Article Impact of Social Media on Consumer Behaviour