Dr. Jingyi Duan, associate professor of marketing & interdisciplinary business, presented her research, “Show Me What You Buy: How Creating and Viewing Purchase-Centered User-Generated Content Influences Social Media Users,” during the Faculty Share event on Friday, April 8. The presentation introduces Dr. Duan’s research into social media consumer behavior which examines how consumers are affected by creating posts about their own purchases and by viewing other social media users’ purchase-centered posts. The findings were highlighted to illustrate the important role of purchase-centered user-generated content plays in consumers’ emotions and purchase intentions.
