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1.
Although brand pages on social media platforms are burgeoning, companies frequently have difficulty in sustaining customer relationships on their brand pages. Consequently, this study focuses on how a social media brand page develops customer commitment and encourages them to perceive that future conflicts with the company can be resolved for their mutual benefit. On the basis of a review of the literature on customer value theory and commitment, this study develops an integrative model that explores the antecedents of functional conflict and the boundary condition under which brand page commitment enhances functional conflict. The model is tested using data collected from 293 followers of brand pages on a social networking site. The results demonstrate the salient roles of customer values and commitment in determining customer perceptions of future conflicts. By shifting scholarly attention from economic outcomes characterized by purchase intention to relationship outcomes characterized by functional conflict, the findings contribute to the research of the business implications of social networking sites. 相似文献
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《International Journal of Information Management》2017,37(3):179-189
Social commerce mediated by social media and social network platforms has led to the development of new business models in e-commerce and digitized the consumer decision journey. Social interaction is considered as a prerequisite for successful social commerce since consumers now expect an interactive and social experience while making purchase decisions. Drawing on word of mouth (WOM) and observational learning theories, we conceptualize social interactions in social commerce environments into two forms: WOM communication and observing other consumers’ purchases, and examine their impact on consumer purchase intention and actual purchase behavior. Analyzing primary data (n = 217) collected from surveyed active consumers within social commerce sites at two stages (pre-purchase and post-purchase), we found that positive and negative valence WOM, WOM content, and observing other consumers’ purchases significantly affect consumers’ intention to buy a product, thereby increasing the likelihood of actual buying and sharing product information with others on social commerce sites. 相似文献
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As consumers increasingly engage in online brand communities, the demand of brand-related activities (e.g., finding relevant product information and sharing product information) also increases. Consumers may feel overwhelmed by these brand-related activities. To provide an understanding of this phenomenon, we conceptualize it as brand overload and then empirically examine its antecedents and consequences based upon the Stimulus-Organism-Response (SOR) framework in the context of online brand community. Using two rounds of surveys to collect data from 409 American consumers, our results show that consumer-generated content and social interaction quality are the primary drivers of information and social overload. Consumer-generated content quality has a quadratic effect on information overload following an inverted U shape. Social interaction quality also significantly affects social overload following an inverted U-shaped relationship. Information and social overload are both positively related to brand overload, which in turn leads to brand disloyalty as the negative consequence. In addition, to supplement the quantitative study, a qualitative study was used to test and substantiate the proposed research model. With its mixed-method design, our study contributes to the literature by proposing the concept of brand overload and empirically investigating its antecedents and consequences from the SOR perspective. Practically, our study delivers insights for companies on how to use online brand communities strategically and efficiently to avoid negative impacts. 相似文献
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Michel Laroche Mohammad Reza Habibi Marie-Odile Richard 《International Journal of Information Management》2013
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed. 相似文献
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The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing. 相似文献
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随着社会化商务的兴起,一种新的商业模式即社会化购物社区诞生了。对于社会化购物社区,消费者的购买转化率至关重要,然而到目前,还尚未有文献探讨社会化购物社区的技术特征对消费者购买意向的作用机制。本研究基于刺激-机体-反应框架,从认知信任和情感信任的集成视角,构建了社会化购物社区技术特征与消费者购买意向的关系模型。以社会化购物社区美丽说中的成员作为调查对象进行实证分析,结构方程模型分析结果表明,社交性技术特征显著正向影响消费者对社区诚实的认知信任和对社区的情感信任;自我参照性技术特征显著正向影响消费者的认知信任和情感信任;消费者对社区的认知信任和情感信任又最终对消费者通过社区购买产品的意向产生正向影响;情感信任对购买意向的作用要强于认知信任。研究结果为社会化购物社区提供商通过设计与监控社区的技术特征来提高社区的购买转化率提供了有价值的理论依据和建议。 相似文献
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Social commerce (s-commerce) has become increasingly impactful to e-commerce and has generated potential economic benefits. With the rise of online privacy concerns, we have seen the need to explain how concerns about privacy affect consumers’ social interaction behavior and purchase decision-making on s-commerce sites. Synthesizing the privacy-trust-behavioral intention (PTB) and consumer decision-making models, this study proposes a comprehensive model by specifically refining its privacy and trust from an institutional perspective and investigating the influences of social interaction on purchase intention and actual purchase behaviors. Our results found that institutional privacy assurance positively influences institutional-based trust, which, in turn, affects online social interactions, and consequently increases the likelihood of product purchases on s-commerce sites. Theoretical development of this research contributes to both marketing and information systems disciplines in the social media era. 相似文献
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This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation. 相似文献
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网络口碑对消费者的购买意愿有重要的影响。采用系统的观点来研究社交网络中网络口碑与消费者购买意愿的动力学机制。从社会资本的角度出发,采用系统动力学,建立社会资本——网络口碑——购买意愿的动力学模型。模型的仿真结果表明,社会资本在社会化电子商务平台中,能够很好地提升网络口碑的传播效果,进而影响消费者的购买意愿。 相似文献
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《Information processing & management》2022,59(1):102762
Business is based on manufacturing, purchasing, selling a product, and earning or making profits. Social media analytics collect and analyze data from various social networks such as Facebook, Instagram, and Twitter. Social media data analysis can help companies identify consumer desires and preferences, improve customer service and market analytics on social networks, and smarter product development and marketing investments. The business decision-making process is a step-by-step process that enables employees to resolve challenges by weighing evidence, evaluating possible solutions, and selecting a route. In this paper, Big Data-assisted Social Media Analytics for Business (BD-SMAB) Model increases awareness and affects decision-makers in marketing strategies. Companies can use big data analytics in many ways to enhance management. It can evaluate its competitors in real-time and change prices, make deals better than its competitors' sales, analyze competitors' unfavorable feedback and see if they can outperform that competitor. The proposed method examines social media analysis impacts on different areas such as real estate, organizations, and beauty trade fairs. This diversity of these companies shows the effects of social media and how positive decisions can be developed. Take better marketing decisions and develop a strategic approach. As a result, the BD-SMAB method enhance customer satisfaction and experience and develop brand awareness. 相似文献
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在转型升级和新媒体传播背景下,本研究提出了本土新奢侈品品牌的概念,构建了基于新媒体传播为调节变量的产品感知、品牌感知、传统广告与消费购买意向的影响模型。同时,针对近400位顾客搜集了333份有效问卷,进行了实证分析。研究结果表明,新媒体传播在本土新奢侈品产品感知、品牌感知、传统广告与消费购买意向中发挥调节效应,即新媒体传播能增强本土奢侈品产品感知和品牌感知和传统广告对购买意向的影响。与传统广告"一闪而过"的形式不一样,新媒体传播更重视消费者参与,从"一过"到行动和积累,逐步让受众感到愉悦和产生口碑,借助线上线下(O2O)互动和媒介融合来发挥新媒体传播的威力,及找到本土新奢侈品品牌培育绝佳的营销途径。该研究发现为新媒体传播背景下本土新奢侈品品牌培育与路径探索提供了理论参考和实践贡献。 相似文献
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Abuse of information entrusted to organizations can result in a variety of privacy violations and trust concerns for consumers. In the event of violations, a social media brand or organization renders an apology – a form of social account – to alleviate users’ concerns and maintain user membership and engagement with the platform. To explore the link between apology offered by a social media brand or organization and the users’ trust dynamics in the brand’s services, we study how organizational integrity can contribute to reducing individuals’ privacy concerns whiles increasing or repairing their trust. Drawing on organizational behavioral integrity literature, our proposed research model suggests that the persuasiveness of an apology following a data breach affects users’ trust or spillover trust through their perceptions of the degree of alignment between the words in the apology and the actions of the violating entity. Based on a survey of Facebook users, our findings show that persuasiveness of an apology has a significant impact on users’ perceptions of the alignment between the social media brand’s (i.e. Facebook) words and subsequent actions. These perceptions impact social media brand trust (i.e. users’ trust in Facebook and allied services such as Instagram). We also find that, post data breach incidence, while integrity of the social media organization partially mediates the relationship between persuasive apology and users’ trust, it fully mediates the relationship between the persuasive apology and the privacy concerns expressed by the users. However, users’ privacy concerns do not contribute much to the repair of trust needed to maintain their membership. 相似文献
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Organic products may have several health benefits for consumers. Nevertheless, even in the age of social commerce, and the communication affordances of social networking sites, consumers are not always informed regarding such benefits. As such, we examine how the characteristics of social commerce and organic foods can work in tandem to influence organic products purchase intentions. We develop a model based on the theory of consumption values and test it empirically. The results show that interactivity, recommendations, and feedback are important social commerce characteristics (affordances), while food safety and eco-friendliness are key organic food characteristics. Such social commerce and organic food characteristics interact and serve as inputs for functional value and emotional value assessments, which in turn, drive purchase intentions of organic foods via social commerce. The findings also show that functional value is more instrumental in this process; and that there is also a significant difference between males and females in the formation of purchase intention. Implications for theory and practice are discussed. 相似文献
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社交购物中,产品功利价值感知和基于社交平台的享乐价值感知是决定消费者购买与否的最主要因素.而卖家信任对消费者购买意愿的影响作用会随情况不同发生变化甚至消失:当消费者与卖家的关系亲密程度较低或消费者已有购买意愿较弱时,信任能显著提高购买意愿;但在买卖双方社会关系较好或消费者已经形成较强的购买意愿的情况下,信任的影响作用会消失,即信任会影响最初决策过程的购买意愿,但不会影响立即购买决策. 相似文献
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建立消费者与品牌之间的信任是企业营销的终极目标,也是企业获得竞争优势的重要源泉.但是关于企业之间的信任的现有研究并不能直接移植到消费者与品牌之间的信任上,而且不同文化背景下人们对信任的理解也是不同的.为此,本文在前人研究的基础上,结合消费者的访谈,对中国消费者品牌信任的概念进行了重新界定,并通过在电冰箱行业收集的数据开发出一套具有可靠性和有效性的测量量表. 相似文献
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品牌建设贯穿农业全产业链，是推动农业农村高质量发展的持久动力，但发端于网购、成长于网购的特色农产品网货品牌还较少受到学者关注。本文采用双案例研究方法，首先提出了整合品牌定位理论、品牌叙事理论和电商运营理论的农产品网货品牌培育节俭式创新理论框架，然后利用研究假设对“夔山里二娃子”和“小七陈卤”两个来自草根创业的农产品网货品牌进行了案例分析研究。研究发现互联网嵌入为农产品网货品牌节俭式创新创造了机遇，精准定位帮助农产品网货品牌占领消费者心智，品牌故事是农产品网货品牌与消费者之间的情感纽带，体验口碑是农产品网货品牌持续成长的动力。本文的结论丰富了网货品牌培育机理的理论认识，对于区域农产品电商产业发展、农产品电商草根创业者如何建立“大品牌”实践路径具有一定参考价值。 相似文献
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Social media live streams (SMLSs) are becoming mainstream e-commerce platforms, especially for direct selling, offering online retailers (e-tailers) immense consumer interaction and engagement levels. Despite their growing prevalence, e-tailers face difficulties capitalising on this platform to enhance retail operations. This paper explores how SMLSs affect consumers' purchase intentions by exploring their motivations for participating in e-commerce SMLSs. To this end, we used the uses and gratifications (U&G) theory to explain how using SMLSs to satisfy consumers' needs could lead to high or low purchase intentions. It was done by collecting cross-sectional data from 795 consumers who have participated in e-commerce SMLSs. The data were analysed using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Our findings revealed that people use SMLSs to satisfy their need for value, social identification, and the medium's attributes. Based on these findings, we show six configurations that lead to high or low purchase intentions and make corresponding theoretical propositions. Thus, our study contributes to the research and practice of using SMLSs for online shopping. 相似文献
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零售商的双渠道信任整合既是一个重要的理论问题,也是零售实践中迫切需要解决的难题。本研究以对"苏宁"实体店铺具有初始信任的消费者为研究对象,探究其有线上体验感知后,对该零售品牌的整体信任水平的变化。笔者构建了包括线下信任、结构保证、心流体验、感知一致性等要素对线上、线下信任整合的影响机制模型。研究发现,消费者对零售商店铺的线下信任能够正向影响零售商品牌的信任整合水平,且不同水平的线下信任对零售商品牌信任整合的影响机制不同。在低线下信任情景下,消费者在线上感知的结构保证、心流体验直接作用于零售商品牌的信任整合。高线下信任情景下的消费者,通过线上线下的感知一致性影响零售商品牌的整体信任。本研究发现为零售商进一步提升品牌信任提供了管理启示。 相似文献