THE INFLUENCE OF FIRM-GENERATED SOCIAL MEDIA BRAND COMMUNICATION AND USER-GENERATED SOCIAL MEDIA BRAND COMMUNICATION ON PERCEIVED PRODUCT QUALITY
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Abstract
The objective of this research was to examine the model of perceived product quality derived from firm-generated social media brand communication, user-generated social media brand communication, and brand awareness. The 400 subjects were customers buying the products from social media business chosen by snowball sampling. The structural equation model (SEM) was analyzed by AMOS program.The research findings indicated that:firm-generated social media brand communication, user-generated social media brand communication, and brand awareness had a significantly positive influence on perceived product quality (p < .05). As for analyzing factors influencing perceived product quality, it was found that the three factors influencing the perceived product quality were brand awareness (TE=0.691), firm-generated social media brand communication (TE=0.333), and user-generated social media brand communication (TE =0.198), respectively. All factors were predictive of perceived product quality at 52.80 (R2 = 0.528)
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