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E-Thesis 1267 views 1546 downloads

An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry / Lauren J. Thomas

Swansea University Author: Lauren J. Thomas

DOI (Published version): 10.23889/Suthesis.50777

Abstract

This thesis evaluates the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry. Specifically, it conceptualises and presents a model which allows for the direct comparison of user and marketer generated content upon brand e...

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Published: 2018
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
URI: https://cronfa.swan.ac.uk/Record/cronfa50777
first_indexed 2019-06-10T14:59:28Z
last_indexed 2025-04-05T03:55:17Z
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recordtype RisThesis
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spelling 2025-04-04T09:50:46.3698218 v2 50777 2019-06-10 An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry 4a7b394072c621ca4d070a2287055210 0000-0002-6195-2545 Lauren J. Thomas Lauren J. Thomas true true 2019-06-10 This thesis evaluates the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry. Specifically, it conceptualises and presents a model which allows for the direct comparison of user and marketer generated content upon brand equity, relationship equity, and value equity, which are the drivers of customer equity. The use of mixed methods research strengthens the model, as the focus groups undertaken in phase one of the research add advertising scepticism and fashion involvement to the model as antecedents to user engagement with marketer and user generated content. The findings of the model demonstrate that these antecedents do influence user engagement with fashion-related social media. The model also demonstrates that both marketer and user generated content positively affect all three drivers of brand equity, however user generated content is shown to influence all three drivers more strongly. E-Thesis Social media, social commerce, user generated content, marketer generated content, fashion, customer equity 31 12 2018 2018-12-31 10.23889/Suthesis.50777 COLLEGE NANME Business COLLEGE CODE Swansea University Doctoral Ph.D Not Required 2025-04-04T09:50:46.3698218 2019-06-10T11:02:39.5083487 Faculty of Humanities and Social Sciences School of Management - Business Management Lauren J. Thomas 0000-0002-6195-2545 1 0050777-10062019110930.pdf Thomas_Lauren_J_PhD_Thesis_Final.pdf 2019-06-10T11:09:30.4530000 Output 2136885 application/pdf E-Thesis – open access true 2019-06-09T00:00:00.0000000 true
title An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
spellingShingle An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
Lauren J. Thomas
title_short An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
title_full An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
title_fullStr An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
title_full_unstemmed An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
title_sort An evaluation of the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry
author_id_str_mv 4a7b394072c621ca4d070a2287055210
author_id_fullname_str_mv 4a7b394072c621ca4d070a2287055210_***_Lauren J. Thomas
author Lauren J. Thomas
author2 Lauren J. Thomas
format E-Thesis
publishDate 2018
institution Swansea University
doi_str_mv 10.23889/Suthesis.50777
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description This thesis evaluates the effects of user and marketer generated content on customer equity drivers in the context of the UK’s online-only fashion industry. Specifically, it conceptualises and presents a model which allows for the direct comparison of user and marketer generated content upon brand equity, relationship equity, and value equity, which are the drivers of customer equity. The use of mixed methods research strengthens the model, as the focus groups undertaken in phase one of the research add advertising scepticism and fashion involvement to the model as antecedents to user engagement with marketer and user generated content. The findings of the model demonstrate that these antecedents do influence user engagement with fashion-related social media. The model also demonstrates that both marketer and user generated content positively affect all three drivers of brand equity, however user generated content is shown to influence all three drivers more strongly.
published_date 2018-12-31T04:38:11Z
_version_ 1858704865148010496
score 11.453587

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