Recommendation content matters! Exploring the impact of the recommendation content on consumer decisions from the means-end chain perspective

作者：

Highlights：

• Helpful recommendation content (RC) is more likely to be adopted by consumers.

• Source credibility, content diagnosticity, and content serendipity are attributes of helpful RC.

• Helpful RC improves consumers’ perception of satisfaction with the recommendation.

• Means-end chain framework helps to explain the formation mechanism of consumer adoption.

摘要

•Helpful recommendation content (RC) is more likely to be adopted by consumers.•Source credibility, content diagnosticity, and content serendipity are attributes of helpful RC.•Helpful RC improves consumers’ perception of satisfaction with the recommendation.•Means-end chain framework helps to explain the formation mechanism of consumer adoption.

论文关键词：Social media marketing,Recommendation vlog,Recommendation adoption,Helpful content attributes,Means-end chain framework

论文评审过程：Received 12 December 2021, Revised 5 September 2022, Accepted 13 September 2022, Available online 19 September 2022, Version of Record 19 September 2022.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2022.102589