دانلود مقاله رشد اینفلوئنسرها در رسانه اجتماعی در مسیر بازاریابی جدید

خلاصه

1. مقدمه

2. بررسی مطالعات پیشین و توسعه فرضیه ها

3. روش

4. یافته های تجربی

5. بحث

6. نتیجه گیری

7. محدودیت ها

Abstract

1. Introduction

2. Literature Review and Hypotheses Development

3. Method

4. Empirical Findings

5. Discussion

6. Conclusions

7. Limitations

چکیده

     این تحقیق تجربی به بررسی روابط ساختاری بین ویژگی‌های تأثیرگذار رسانه‌های اجتماعی، دوستی درک شده، بهزیستی روان‌شناختی، وفاداری و مسئولیت اجتماعی ادراک شده تأثیرگذاران، با تمرکز بر دیدگاه کاربران رسانه‌های اجتماعی پرداخت. به طور خاص، این مطالعه به طور مفهومی ویژگی‌های تأثیرگذار رسانه‌های اجتماعی مانند شباهت زبان، شباهت علاقه، فراوانی تعامل، و خودافشایی را شناسایی کرد و تأثیرات مربوط به هر یک از ابعاد را بر دوستی درک شده و بهزیستی روان‌شناختی، در نتیجه وفاداری به رسانه‌های اجتماعی بررسی کرد. نویسندگان داده‌های 388 کاربر رسانه‌های اجتماعی در ایالات متحده را از طریق Amazon’s Mechanical Turk با تحلیل‌های چند متغیره جمع‌آوری و تجزیه و تحلیل کردند تا ارتباط فرضی بین متغیرهای این مطالعه را آزمایش کنند. یافته ها نشان داد که دوستی درک شده به طور قابل توجهی تحت تأثیر شباهت زبانی، شباهت علاقه و خودافشایی قرار دارد، اما تأثیر معناداری بر بهزیستی روانی ندارد. علاوه بر این، دوستی ادراک شده به طور قابل توجهی بر بهزیستی روانشناختی و وفاداری و بهزیستی روانشناختی به طور قابل توجهی بر وفاداری تأثیر گذاشت. در نهایت، مسئولیت اجتماعی تأثیرگذاران رسانه های اجتماعی مسیر را از بهزیستی روانی به وفاداری تعدیل می کند. بر اساس این یافته‌ها، این مطالعه مفاهیم نظری و مدیریتی را برای زمینه بازاریابی تأثیرگذار رسانه‌های اجتماعی پیشنهاد می‌کند.

توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.

Abstract

     This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations among the variables in this study. The findings indicated that perceived friendship was significantly influenced by language similarity, interest similarity, and self-disclosure, but did not have a significant impact on psychological well-being. Additionally, perceived friendship significantly affected psychological well-being and loyalty, and psychological well-being significantly influenced loyalty. Lastly, social media influencers’ social responsibility moderated the path from psychological well-being to loyalty. Based on these findings, this study proposes theoretical and managerial implications for the social media influencer marketing context.

1. Introduction

     Social media use is widespread and has been shown to play an important role in the lives of both adolescents and young adults [1]. Social media platforms enable adolescents and young adults to consume digital content without time and space limits and to virtually interact with other users without geographical boundaries [2]. Particularly, the development of digital platforms leads young adults to closely interact with their favorite celebrities, brands, and other users in the virtual world via two-way communication tools, such as live chats and comment options [3]. Interestingly, as social media platforms have grown, the digital world created a new phrase, “social media influencers,” who become famous through their digital content on social media, compared to traditional celebrities who become famous on TV shows and film [4]. Hence, social media users tend to feel connected with social media influencers by interacting with them in the virtual world and perceive social media influencers as more authentic in their fields, including fashion, health, or music, than celebrity endorsements in traditional advertisements [1]. Therefore, there is a need to empirically investigate what drives social media users’ loyalty toward their favorite influencers, such as repeat purchase behavior, positive word-of-mouth, and recommendation of products advertised by social media influencers from the perspectives of an influencer’s digitalized attributes [5,6]. These perspectives are especially important because social media users interact with their favorite influencers in the digital world instead of in the real world. This means that social media influencers’ digitalized attributes can be more important determinants of users’ perceptions, feelings, behavioral intention, and even actual behaviors than the visual characteristics of social media influencers. However, prior research in this field focused primarily on the visual and/or actual characteristics of social media influencers (e.g., physical attractiveness or social attractiveness) to predict marketing outcomes, such as positive attitudes toward and favorable intention for a product advertised by the influencers [7]. In particular, loyalty toward social media influencers leads followers to have a strong sense of product/brand association and reality by perceiving influencers’ product/brand and advertisements as more persuasive and authentic [4]. Accordingly, users are more likely to behave favorably for the product/brand social media influencers advertise in order to endorse the influencers and support the influencers’ fame and social status [7].

6. Conclusions

     The main purpose of this study was to predict users’ loyalty toward their favorite social media influencers from the perspectives of perceived friendship and psychological well-being, which were initially determined by social media influencer attributes, including perceived language similarity, interest similarity, interaction frequency, and self-disclosure. More importantly, this study found the significant moderating role of users’ perceived social responsibility of their favorite social media influencers in the relationship between psychological well-being and loyalty toward the influencer. The empirical findings of this study proposed a new insight into social media influencer marketing, particularly within the context of strategic partnerships between a brand/product and social media influencers.

H1-1: Social media users’ perception of language similarity in communication with their favorite influencer is positively associated with perceived friendship with the influencer.

H1-2: Social media users’ perception of interest similar to their favorite influencer is positively associated with perceived friendship with the influencer

H1-3: Social media users’ perception of interaction frequency with their favorite influencer is positively associated with perceived friendship with the influencer.

H1-4: Social media users’ perception of self-disclosure of influencer-related information is positively associated with perceived friendship with the influencer.

H2-1: Social media users’ perception of language similarity in communication with their favorite influencer is positively associated with psychological well-being.

H2-2: Social media users’ perception of interest similar to their favorite influencer is positively associated with psychological well-being.

H2-3: Social media users’ perception of interaction frequency with their favorite influencer is positively associated with psychological well-being.

H2-4: Social media users’ perception of self-disclosure of influencer-related information is positively associated with psychological well-being

H3-1: Social media users’ perceived friendship with their favorite influencer is positively associated with psychological well-being.

H3-2: Social media users’ perceived friendship with their favorite influencer is positively associated with loyalty toward the influencer.

H4: Social media users’ psychological well-being is positively associated with loyalty toward their favorite influencer.

H5: Social media users’ perceived social responsibility of their favorite influencer moderates the relationships between their perceived friendship/psychological well-being and loyalty toward the influencer.

Gender

Age 

The most-used social media platform to interact with the favorite influencer

Education

Vocation

The amount of time spent on social media per day

Language similarity (α = 0.820)

My favorite social media influencer uses a similar communication style (language, phrases, terms, etc.) as me on the social networking pages.

My favorite social media influencer communicates in a way similar to how I talk with my friends on social networking pages.

There is no big difference between the communication styles used by me and my favorite social media influencer on social networking pages.

I like the communication style used by my favorite social media influencer on social networking pages.

Interest similarity (α = 0.762)

I am interested in what my favorite social media influencer talks about on social networking pages.

My favorite social media influencer shares similar interests as I do while communicating on social networking pages.

I like the content of messages posted by my favorite social media influencer on the social networking pages.

Interaction frequency (α = 0.793)

How often do you view the messages (e.g., text, picture, or video) posted by your favorite social media influencer on social networking pages?

How often do you click “like” for the messages posted by your favorite social media influencer on social networking pages?

How often do you comment on the messages posted by your favorite social media influencer on social networking pages?

How often do you share the messages posted by your favorite social media influencer on social networking pages?

Self-disclosure (α = 0.814)

My favorite social media influencer voluntarily shares personal facts with followers on social networking pages.

My favorite social media influencer is open about his or her feelings to followers on social networking pages.

My favorite social media influencer is quite open about his/herself to followers on social networking pages.

My favorite social media influencer reveals a lot of facts about his/herself on social networking pages.

My favorite social media influencer says much about his/herself on social networking pages.

Psychological well-being (α = 0.823)

My favorite social media influencer’s pages satisfy my overall needs.

My favorite social media influencer’s pages play a very important role in my social well-being.

My favorite social media influencer’s pages play a very important role in my leisure well-being.

Loyalty (α = 0.768)

I intend to purchase products associated with my favorite social media influencer.

I make an effort to search for my shopping needs related to my favorite social media influencer.

I encourage friends and relatives to shop for products related to my favorite social media influencer.

I say positive things about my favorite social media influencer to others.