Steiner, Philipp HendrikPhilipp HendrikSteinerSchlager, TobiasTobiasSchlagerMaas, PeterPeterMaas2023-04-132023-04-132015-06-19https://www.alexandria.unisg.ch/handle/20.500.14171/106280Social Media (SM) have attracted considerable research Attention in the last decade. In this paper, we investigate whether SM influence consumer's choice of the purchase channel. Our model suggest that a high level of consumer identification with the brand using SM increases the likelihood of consumers' choice of the purchase channel - mediated by the consumers' perceptions of the channel. An experimental study and a large scale survey Support our model.The paper offers practical insights as well as useful theoretical implications.enconference paper