Abstract

This paper considers the evaluation of social media performance from a user’s perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence that the performance of brand-related user-generated content is able to exert on a user’s brand attitude, self-image, and the development of their personal brand. This conceptual paper develops three propositions suggesting that the social media performance of brand-related user-generated content is able to influence one’s brand attitude, self-image, and personal brand respectively. A typology of four different social media user types is developed through an evaluation of the disconfirmation experienced as a result of the interplay between initial expectations and the actual evaluation of the performance of brand-related, user-generated content. The concept of social media performance is proposed, which considers the subjective evaluation of the performance of a brand-related post shared on social media platforms. In addition, the research expands the expectation confirmation theory to a new context in order to offer a more nuanced understanding of an existing yet under researched phenomenon.

摘要

本文以期望确认理论为理论框架，从用户的角度考虑对社交媒体绩效的评价。特别是，最初的期望与社交媒体绩效的后续评估之间的相互作用构成了评估的基础。该研究侧重于品牌相关的用户生成内容的表现能够对用户的品牌态度、自我形象和个人品牌发展产生的影响。这篇概念论文提出了三个命题，表明与品牌相关的用户生成内容的社交媒体表现能够分别影响一个人的品牌态度、自我形象和个人品牌。四种不同社交媒体用户类型的分类是通过评估由于初始期望与对品牌相关的用户生成内容的性能的实际评估之间的相互作用而经历的不确定性而开发的。提出了社交媒体绩效的概念，它考虑了对在社交媒体平台上分享的品牌相关帖子的绩效的主观评价。此外，该研究将期望确认理论扩展到新的背景，以便对现有但尚未研究的现象提供更细致入微的理解。它考虑了对在社交媒体平台上分享的品牌相关帖子的表现的主观评价。此外，该研究将期望确认理论扩展到新的背景，以便对现有但尚未研究的现象提供更细致入微的理解。它考虑了对在社交媒体平台上分享的品牌相关帖子的表现的主观评价。此外，该研究将期望确认理论扩展到新的背景，以便对现有但尚未研究的现象提供更细致入微的理解。