Global Marketing Conference 2018 Global Marketing Conference at Tokyo (p.1602-1602)

TWEETING TO THE WORLD OR ENJOYING THE MOMENT? THE EFFECTS OF SOCIALMEDIA ENGAGEMENT ON RECALL AND RECOMMENDATION OF A SERVICE

초록

Definitions of customer experience typically relate to memories of an event which stand out amidst noise present in a consumer’s environment. In this study we investigate the effects on memorability when consumers seek to commit their experience to electronic media, either for their own subsequent consumption, or shared consumption with others. We specifically investigate whether the intervention of electronically recorded experience influences subsequent recall of a service experience, and subsequentrecommendation of it to others, compared with a baseline situation of no external recording of an experience. The research is underpinned by models of memory structure and recall (Ericsson & Kintsch, 1995). A longitudinal study is undertaken in the context of an art gallery. Participants recorded behavioural and affective components of their visit over a period of six months. Intensity of use of social media during the experience mediated outcomes of satisfaction and likelihood of recommendation to others. Initial findings indicate differences in participants’ recalled satisfaction, partially mediated by level of social media engagement during their visit.