دانلود مقاله تاثیر متقابل رضایت اجتماعی-روانی و ارزش مصرف کننده در تعامل با برند رسانه اجتماعی
چکیده
مقدمه
چارچوب نظری و توسعه فرضیه ها
روش شناسی
بحث و نتیجه گیری
منابع
Abstract
Introduction
Theoretical framework and hypotheses development
Methodology
Discussion and conclusions
References
چکیده
دیدگاه رفتاری اجتماعی در ادبیات موجود کمتر مورد تحقیق قرار گرفته است. این مانع درک جامع از تعامل برند رسانه های اجتماعی می شود. این مطالعه تأثیر متقابل متغیرهای رضایت اجتماعی-روانی (همجنسگرایانه ادراک شده، توده انتقادی درک شده و جستجوی وضعیت خود) و ارزش های مصرف کننده (شخصی، بین فردی و سرگرم کننده) را بر مشارکت مصرف کننده در تعامل با برند رسانه های اجتماعی بررسی می کند. مدل مفهومی در این پژوهش بر اساس نظریه‌های کاربردها و رضایت‌ها، جرم بحرانی، هموفیلی و ارزش‌ها قرار دارد. بر اساس یک نظرسنجی آنلاین از 713 کاربر فیس بوک، ما مدل را با استفاده از مدل سازی معادلات ساختاری (با Amos 23.0) بررسی می کنیم. این تجزیه و تحلیل بینش هایی را در مورد تأثیر متقابل عوامل انگیزشی که زمینه ساز تعامل برند رسانه های اجتماعی است، آشکار کرد. یافته‌های ما نشان می‌دهد که متغیرهای رضایت روانی-اجتماعی (درک همجنسگرایانه، توده بحرانی درک شده و جستجوی وضعیت خود) باعث تعامل مصرف‌کنندگان با صفحات برند و جوامع برند در رسانه‌های اجتماعی می‌شود. این رابطه توسط ارزش های مصرف کننده تقویت می شود. این بینش ها به عنوان پایه ای مهم برای محققان و متخصصان برای درک تعامل برند رسانه های اجتماعی و نتایج آن است.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
The social behavioral perspective is under-researched in the extant literature. This hinders the holistic understanding of social media brand engagement. This study examines the interplay of socio-psychological gratification variables (perceived homophily, perceived critical mass, and self-status seeking) and consumer values (personal, interpersonal, and fun) on consumer participation in social media brand engagement. The conceptual model in this study is situated on the principles of Uses and Gratifications, Critical Mass, Homophily, and Values theories. Based on an online survey of 713 Facebook users, we examine the model using structural equation modeling (with Amos 23.0). The analysis disclosed insights on the interplay of motivational factors that underlie social media brand engagement. Our findings suggest that socio-psychological gratification variables (perceived homophily, perceived critical mass, and self-status seeking) drive consumers’ engagement with brand pages and brand communities on social media. This relationship is strengthened by the consumer values. These insights serve as an important basis for researchers and practitioners to understand social media brand engagement and its outcomes.
Introduction
The increasing use of social media in recent times (especially amid the recent Covid19 pandemic) has transformed the acquisition of information, communication practices, and lifestyles of consumers (Dwivedi et al., 2021, Urbonavicius et al., 2021). Admittedly, social media provides a medium for communication, in which case firms could use it to promote some behavioral engagement among users without geographical and time barriers (Dwivedi et al., 2018, Karikari et al., 2017). However, the social behavioral perspective is under-researched in the literature which hinders the holistic understanding of social media brand engagement. Earlier studies (such as; Chahal et al., 2020, Dolan et al., 2019, Dwivedi et al., 2021, Osei-Frimpong et al., 2020) call for further research of online social media brand engagement (SMBE) in relation to motivational drivers and consequences. Our study responds to these calls. We draw on theoretical insights from various fields of inquiry, and focus on apparel brands on Facebook to study the interplay of socio-psychological gratification variables and consumer values on online consumer participation. Following Osei-Frimpong and McLean (2018, p. 12), SMBE is defined as “the connection, creation and communication of the brand’s story between the firm and consumers (both existing and prospects), using brand or brand-related language, images and meanings via the firm’s social networking site resulting from motivational drivers”.
Discussion and concusions
This study proposes an integrated framework of SMBE encompassing consumer values (personal, interpersonal, and fun dimensions), U&G motivation variables, perceived homophily, and perceived critical mass (socio-psychological gratification variables). We develop a framework that draws on sociology and social psychology to identify the role of these variables in SMBE, given that consumers’ values guide their actions, interest and behaviors toward these social interactions. This study, therefore, responds to Kapoor et al., 2018, Karikari et al., 2017 calls by taking a social behavioral approach to understand participant SMBE practices and its consequences, and therefore, makes a novel contribution to the social media engagement literature.
Perceived Homophily (Ayeh et al., 2013a, Gilly et al., 1998)
Considering your likes and dislikes, how similar are you and the other participants on the brand’s social media platform
Considering your brand experiences on the social media platform, how similar are you and the other participants
Considering your viewpoints on the brand’s social media platform, how similar are you and the other participants
Considering your outlook on values, how similar are you and the other participants on the brand’s social media platform
Social Brand Engagement (Osei-Frimpong and McLean 2018)
I follow apparel brands using social media
I participate in the apparel brands’ activities on social media
I participate in the brand activities on social media to enable me share my experiences with others
I participate in the brand activities on social media to enable me reach personal goals
I participate in the brand activities on social media due to the emotional attachment I have for the brand
Self-Status Seeking (M. L. Khan, 2017, Leung, 2013)
To impress others
To feel important
To establish my personal identity
To gain respect and support
Perceived Critical Mass (Rauniar et al., 2014, Sledgianowski and Kulviwat, 2009)
A good number of my friends participate in brand activities on social media
Many people I interact with participate in brand interactions on social media
People I know participating in social brand activities will continue to do it in the future
Participating in online social brand activities is popular among my friends
Consumer Values (Kahle, 1983, Karikari et al., 2017; C. Xie et al. 2008)
Personal Dimension of Consumer Values
Self-fulfilment
Sense of accomplishment
Self-respect
Interpersonal Dimension of Consumer Values
Sense of belonging
Being well respected
Security
Warm relationships
Fun Dimension of Consumer Values
Excitement
Fun and enjoyment
Brand Trust (Habibi et al. 2014)
This is an honest brand
I trust this brand
This brand is safe
Brand Purchase Intention (Hollebeek et al., 2014, Lu et al., 2016)
I am likely to purchase brand X following my engagement with the brand
Even if another brand has the same features as brand X, I would prefer to purchase brand X
If there is another brand as good as brand X, I prefer to purchase brand X because of my experience with brand X
If another brand is not different from brand X in any way, it seems smarter to purchase brand X because of my knowledge on the brand