شخصی سازی رسانه های اجتماعی وسیله ای برای افزایش وفاداری به برند و کیفیت درک شده
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شخصی سازی رسانه های اجتماعی وسیله ای برای افزایش وفاداری به برند و کیفیت درک شده

عنوان فارسی مقاله: آشنایی با شما: شخصی سازی رسانه های اجتماعی به عنوان وسیله ای برای افزایش وفاداری به برند و کیفیت درک شده
عنوان انگلیسی مقاله: Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality
مجله/کنفرانس: مجله خرده فروشی و خدمات مصرف کننده - Journal of Retailing and Consumer Services
رشته های تحصیلی مرتبط: مدیریت، مهندسی فناوری اطلاعات
گرایش های تحصیلی مرتبط: اینترنت و شبکه های گسترده، مدیریت فناوری اطلاعات، بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
کلمات کلیدی فارسی: شخصی سازی درک شده، رسانه های اجتماعی، تعامل برند مصرف کننده، وابستگی به برند، PLS-SEM، تبلیغات شخصی در فیس بوک
کلمات کلیدی انگلیسی: Perceived personalization، Social media، Consumer brand engagement، Brand attachment، PLS-SEM، Personalized advertising on Facebook
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jretconser.2018.10.007
دانشگاه: College of Business, East Carolina University, Greenville, NC 27858, USA
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 4/218 در سال 2018
شاخص H_index: 65 در سال 2019
شاخص SJR: 1/211 در سال 2018
شناسه ISSN: 0969-6989
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 9
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E11322
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Hypothesis development


4- Methodology


5- Discussion


References

نمونه متن انگلیسی مقاله

Abstract


Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social media marketing more than quadrupling in the past decade. Yet, little is known about the effects of ad personalization in the social media context. This research develops and tests a comprehensive model of personalized advertising in the development of consumer's brand perceptions using 242 responses collected from Amazon Mechanical Turk. Results suggest perceived personalization positively impacts consumer brand engagement and brand attachment, both enhance perceived quality and brand loyalty of brands advertised on Facebook.


Introduction


Social media has become a nearly-ubiquitous environment for human interaction. In fact, a recent study by the Pew Research Center on social media use in the United States found that over 80% of all Americans use at least one form of social media, and greater than twothirds use Facebook specifically—more than 75% of whom check their Facebook pages at least once a day (Smith and Anderson, 2018). Consequently, as social media use becomes increasingly common, firms seek to reach and interact with current and potential customers through social media platforms. Trends in marketing budget allocations reflect this important shift; data suggests that social media spending has increased by nearly 250% in the past ten years, with analysts expecting even more growth as firms seek to capitalize on the unique opportunities presented by social media (CMO Survey, 2018). One area of particular growing interest for marketers is using personalized advertisements based on customers’ specific personal preferences, prior purchase histories, demographics, and recent searches on the Internet (Li, 2016). Personalized ads allow producers to engage consumers in just such a manner—on a personal level with the aim of developing a more effective relationship and better meeting consumers’ needs. The effectiveness of personalization is well-documented in traditional media such as direct mail (Baek and Morimoto, 2012), telemarketing (Yu and Cude, 2009), mobile messaging (Xu, 2006), and website ad personalization (Awad and Krishnan, 2006; Ho and Bodoff, 2014), but little is known about the effects of personalization in social media given its recent emergence and the disruptiveness of social media as compared to more traditional channels (Baird and Parasnis, 2011). More precisely, while prior work on personalization in traditional marketing channels reveals increases in brand engagement and attachment, and consequently in perceived quality and brand loyalty, scholarship investigating these effects in social media is needed given the different nature of the online environment. For instance, social media is a more intimate setting than traditional channels like direct mail or telemarketing as the customer is able to interact directly with the ad and the company, and because many customers utilize social media frequently throughout the day creating an enhanced opportunity to build a customer relationship (Sashi, 2012). Further, results among emerging scholarship in this area have yet to paint a consistent picture with their findings. For instance, while some work suggests personalizing web browsing experiences increases sales (Oberoi et al., 2017), personalization on Facebook can engender brand avoidance when users become skeptical of the personalization (Tran, 2017). In other words, the intimate nature of social media may make consumers more resistant to personalization when they view it as invasive.

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