...Article reviewed: Chen, K.J., Kim, J., & Lin, J.S.(2015). The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation. Journal of Consumer Behaviour, 14, 208- 218. Doi: 10.1002/cb.1515 • This journal article, “The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation”, written by Kuan-Ju Chen, Jooyoung Kim and Jhih-Syuan Lin tries to address how affective and cognitive elaboration influence consumer attitude formation with an experiment they designed that has 3 pairs of variables that are purchase-decision involvement, product categories and sources of Facebook posts. • It is obvious that this is a rather complicated experiment because there are three variables that should be taken into consideration. In particular, affective elaboration is hard to be measured correctly. In the introduction, the writer introduces a general trend of using online social media in marketing nowadays, and some valuable references are used in this part. Facebook is the most popular and the most powerful social media platform, and different types of Facebook posts have different influence on consumer attitudes of brands. • The authors believe that findings from this research could bring two main merits for brands, firstly, managerial advice that can be used to improve brands’ visibility and likability; secondly, it could find the most suitable ways for brands to use social media platforms to enhance...
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