دانلود مقاله افزایش وفاداری به برند با بازاریابی شبکه های اجتماعی
چکیده
مقدمه
پیشینه نظری و توسعه فرضیه ها
روش شناسی
یافته ها
بحث
مفاهیم، محدودیت ها و جهت گیری های تحقیقاتی آتی
نتیجه گیری و رهنمودهای تحقیقات آتی
منابع
Abstract
Introduction
Theoretical background and hypotheses development
Methodology
Findings
Discussion
Implications, limitations and future research directions
Conclusion and future research directions
References
چکیده
رسانه های اجتماعی هنجار جدیدی را برای سازمان ها ایجاد کرده اند تا با مصرف کنندگان خود درگیر شوند و تجارت خود را گسترش دهند. با توجه به این موضوع، وفاداری به برند به عنوان یک نتیجه از بازاریابی رسانه های اجتماعی به عنوان یک موضوع اصلی در ایجاد روابط بلندمدت مصرف کننده پذیرفته شده است. این مطالعه با بررسی میانجی‌های متعدد بین بازاریابی رسانه‌های اجتماعی (SMM) و وفاداری به برند در زمینه سینما بر این موضوع تمرکز می‌کند. یک پرسشنامه آنلاین برای نمونه ای متشکل از 270 تماشاگر سینما که کاربران رسانه های اجتماعی نیز در مالزی بودند، توزیع شد. نتایج تجزیه و تحلیل PLS-SEM نشان داد که رضایت از برند، کیفیت رابطه برند، آگاهی از برند و آگاهی ارزش واسطه‌های مهمی هستند که بر رابطه بین SMM و وفاداری به برند تأثیر می‌گذارند. در نهایت، پیامدهای این مطالعه و جهت گیری برای تحقیقات آتی مورد بحث قرار می گیرد.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this issue by exploring multiple mediators between social media marketing (SMM) and brand loyalty in the context of cinemas. An online questionnaire was distributed to a sample of 270 cinema goers who were also social media users, in Malaysia. The results of the PLS-SEM analysis revealed that brand satisfaction, brand relationship quality, brand consciousness and value consciousness are significant mediators that impact the relationship between SMM and brand loyalty. Finally, the implications of this study and directions for future research are discussed.
Introduction
Social media has become progressively benefcial to the business world because it allows marketers to stay in touch with their target market. Among the most signifcant developments in social media is the introduction of Facebook, Twitter, Instagram, YouTube, Tik-Tok and others like them which have accelerated the potential for business to consumer communications. Consequently, many organizations have leveraged their marketing eforts on social media; these include retail stores, airlines, hotels and educational institutions (Chinje and Chinomona 2018). These changes brought by social media have been made possible by advanced software, algorithms, technologies, and virtual channels to generate, connect, distribute, and exchange information that are benefcial to businesses and their consumers (Tuten and Solomon 2017).
Conclusion and future research directions
Social media have become an integral part of marketing strategy. With the intense competition in the social media marketing market, it is important for business operators to fgure out proper ways of engaging consumers on social media to accomplish brand loyalty. As such, our study adds value to the ongoing literature that attempts to examine the mediating efects that enhance the efect between SMM and brand loyalty. The fndings evidenced that, in the context of cinemas, brand loyalty can be enhanced through mediating efects of brand satisfaction, brand relationship quality, brand consciousness, and value consciousness.
H1 There is a positive relationship between SMM and brand loyalty
H2 Brand satisfaction has a mediating efect on the relationship between SMM and brand loyalty
H3 Brand trust has a mediating efect on the relationship between SMM and brand loyalty
H4 Brand relationship quality has a mediating efect on the relationship between SMM and brand loyalty
H5 Brand consciousness has a mediating efect on the relationship between SMM and brand loyalty
H6 Value consciousness has a mediating efect on the relationship between SMM and brand loyalty
H7 SMM Attitude has a mediating efect on the relationship between SMM and brand loyalty