استفاده از آنالیز داده های بزرگ برای بررسی تأثیر بازاریابی رسانه های اجتماعی
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استفاده از آنالیز داده های بزرگ برای بررسی تأثیر بازاریابی رسانه های اجتماعی

عنوان فارسی مقاله: بررسی تأثیر بازاریابی رسانه های اجتماعی برند لوکس بر ارتباط مشتری: استفاده از آنالیز داده های بزرگ و پردازش زبان طبیعی
عنوان انگلیسی مقاله: Examining the impact of luxury brand’s social media marketing on customer engagement​: Using big data analytics and natural language processing
مجله/کنفرانس: مجله تحقیقات کسب و کار - Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت کسب و کار، مدیریت بازرگانی، مدیریت فناوری اطلاعات
کلمات کلیدی فارسی: داده های بزرگ، برند لوکس، تعامل با مشتری، رسانه های اجتماعی، توییتر
کلمات کلیدی انگلیسی: Big data، Luxury brand، Customer engagement، Social media، Twitter
نوع نگارش مقاله: مقاله پژوهشی (Research article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2019.04.042
دانشگاه: Department of Marketing & Business Information Systems, William G. Rohrer College of Business, Rowan University, 201 Mullica Hill Rd, Glassboro, NJ 08028, United States
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5/352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1/684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 12
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E12607
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Conceptual framework


4- Methods


5- Results


6- Discussion


References

نمونه متن انگلیسی مقاله

Abstract


This research utilizes big data in investigating the impact of a luxury brand's social media marketing activities on customer engagement. In particular, applying the dual perspective of customer engagement, this research examines the influence of focusing on the entertainment, interaction, trendiness, and customization dimensions of a luxury brand's social media activities on customer engagement with brand-related social media content. Using big data retrieved from a 60-month period on Twitter (July 2012 to June 2017), this paper analyzes 3.78 million tweets from the top 15 luxury brands with the highest number of Twitter followers. The results indicate that focusing on the entertainment, interaction, and trendiness dimensions of a luxury brand's social media marketing efforts significantly increases customer engagement, while focusing on the customization dimension does not. The findings have important implications for the design, delivery, and management of social media marketing for luxury brands to engage customers with social media content.


Introduction


The proliferation of social media has changed the way luxury brands interact with their customers, posing new challenges as well as opportunities to luxury brands (Kim & Ko, 2012). The compatibility between luxury brands and mass-media platforms (e.g., social media) has traditionally been questioned due to the brands' needs to manage uniqueness and exclusivity and to develop one-to-one relationships with selected customers (Heine & Berghaus, 2014; Okonkwo, 2009; Quach & Thaichon, 2017). However, over the last decade, luxury brands have increasingly adopted social media (Kim & Ko, 2010, 2012), realizing its “powerful” potential to connect with consumers (Koivisto and Mattila, 2018, p. 1). Therefore, it is vital to understand how luxury brands can “utilize their social media to engage and influence consumers through targeted use of social media” (Dauriz, Remy, & Sandri, 2014, p. 27). Today, big data is available from both firm and consumer activities, making it possible to investigate firm-consumer interactions in social media (Kunz et al., 2017). Luxury brand managers may benefit from utilizing big data to obtain more accurate understanding of customer engagement on social media and consequently formulate more effective customer engagement strategies. Previous studies have investigated the relationship between luxury brands' social media marketing efforts and customer engagement. However, these studies suffer from inconsistency between the conceptualization and operationalization of the customer engagement construct. For example, whereas Dhaoui (2014) and Pentina, Guilloux, and Micu (2018) conceptualized customer engagement as a multi-dimensional construct composed of cognitive, emotional, and behavioral aspects, they measured only behavioral engagement due to the limited ability to capture the cognitive and emotional facets of customer engagement in social media. Moreover, most of the studies that focused on the behavioral aspect of customer engagement measured customers' behavioral intentions instead of their actual behaviors (e.g., Jahn, Kunz, & Meyer, 2012; Jin, 2012). Furthermore, extant research investigated only a few luxury brands using a survey, in-depth interview, or case study approach as well as using cross-sectional data (e.g., Hughes, Bendoni, & Pehlivan, 2016; Jin, 2012; Ng, 2014; Phan, Thomas, & Heine, 2011), making it difficult to generalize the findings to a wider set of luxury brands. In this vein, luxury marketing still lacks comprehensive guidance for the effective management of customer engagement using social media.

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