تعداد نشریات | 25 |
تعداد شمارهها | 915 |
تعداد مقالات | 7,521 |
تعداد مشاهده مقاله | 12,223,285 |
تعداد دریافت فایل اصل مقاله | 8,644,592 |
توسعه یک مدل سه بعدی برای پیشایندها و پیامدهای مشارکت مصرفکنندگان با برندها در شبکههای اجتماعی: رویکرد تلفیقی | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 3، دوره 10، شماره 2 - شماره پیاپی 34، مرداد 1402، صفحه 75-130 اصل مقاله (2.52 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2022.40331.2341 | ||
نویسندگان | ||
فرشته راستی1؛ سید محمد طباطبایی نسب* 2؛ سید مهدی الحسینی المدرسی2؛ سعید سعیدا اردکانی3؛ مجتبی پوررضایی4 | ||
1دانشجوی دکتری مدیریت بازرگانی، بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. | ||
2دانشیار، بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. | ||
3استاد، بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. | ||
4دانشیار، بخش بازاریابی، دانشکده مدیریت ناتینگهام، دانشگاه ناتینگهام ترنت، انگلستان. | ||
چکیده | ||
این پژوهش، به شناسایی پیشایندها و پیامدهای مشارکت مصرفکننده آنلاین با برند در صنعت رستورانداری در سه بعد مرتبط با مصرفکننده، مرتبط با جامعه و مرتبط با برند میپردازد. در این پژوهش، با کمک روش تلفیقی، در مرحله کیفی، مصاحبه نیمه ساختیافتهای با دنبال کنندگان صفحات برند رستورانها در اینستاگرام انجام شد و در مرحله کمی، پرسشنامهای مبتنی بر یافتههای مرحله کیفی طراحی شد و در اختیار دنبال کنندگان صفحات برندها قرار گرفت. 241 پاسخنامه معتبر جمعآوری شد که پس از بررسی روایی سازهها به کمک EFA و CFA، با استفاده از تحلیل مسیر، روابط علّی میان مشارکت و پیشایندها و پیامدهای آن تائید شد. یافتههای پژوهش نشان میدهد که در بعد مرتبط با مصرفکننده، نیازهای لذتجویانه و کارکردی، به ترتیب، بیشترین تأثیر را بر مشارکت دارند و همچنین هر چه میزان مشارکت مصرفکننده با برند بیشتر شود، عزتنفس و دانش مصرفکننده افزایش مییابد. در بعد مرتبط با جامعه، تأثیر جایگاه طلبی و نفوذ اجتماعی بر مشارکت نسبت به سایر پیشایندهای این بعد بیشتر است. همچنین پیامدهای این بعد، تعامل اجتماعی و آسیبپذیری در برابر نفوذ اجتماعی میباشد. علاوه بر این، آسیبپذیری میتواند بر تعامل اجتماعی تأثیر بگذارد. در بعد مرتبط با برند، رضایت از برند و اعتماد به برند، بر مشارکت با برند تأثیرگذارند و این مشارکت منجر به بشارت برند و همکاری در توسعه برند میشود. همچنین بشارت برند بر همکاری در توسعه برند تأثیر خواهد گذاشت | ||
کلیدواژهها | ||
مشارکت مصرفکننده با برند؛ شبکههای اجتماعی؛ روش تلفیقی | ||
عنوان مقاله [English] | ||
Developing a three-dimensional model of antecedents and outcomes of consumer-brand engagement on social networking sites: A mixed-method approach | ||
نویسندگان [English] | ||
Fereshte Rasty1؛ Seyed Mohammad Tabataba2؛ Seyed Mahdi Alhosseini Almodarresi2؛ Saeid Saeida Ardekani3؛ Mojtaba Poorrezaei4 | ||
1Ph.D. Student, Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran. | ||
2, Associate Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran | ||
3Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran. | ||
4. Associate Prof., Marketing Department, Nottingham Business School, Nottingham Trent University, United Kingdom. | ||
چکیده [English] | ||
This study identifies the antecedents and outcomes of consumer engagement with brands on SNSs in the restaurant industry in three dimensions of consumer, society, and brand. In this research, using a mixed-method approach, a semi-structured interview with the followers of restaurants’ brand pages on Instagram were conducted. Then, in the quantitative phase, a questionnaire was designed based on the themes extracted from the qualitative phase, and was distributed to the followers of those pages. 241 valid responses were collected and after checking the validity of the questionnaire through EFA and CFA, by using path analysis, the causal relationships between engagement and its antecedents and outcomes were confirmed. Findings show that in the consumer dimension, hedonic and functional motives, respectively, influence engagement, and also the higher the engagement, the greater the consumer knowledge and self-esteem. In addition, consumer knowledge can influence self-esteem as well. In the society dimension, the impacts of status-seeking and social influence are greater than other antecedents in this dimension. With regard to the outcomes, engagement has a positive effect on social interaction and susceptibility to social influence. In addition, this susceptibility can influence social interaction. In the brand dimension, brand satisfaction and brand trust affect engagement, which can lead to brand evangelism and brand co-development. Besides, brand evangelism can influence brand co-development as well. | ||
کلیدواژهها [English] | ||
Consumer-Brand Engagement, Social networking sites, Mixed-method | ||
مراجع | ||
ترابی، محمدامین؛ حامدی، ارکیده؛ ممیز، آیت اله؛ مولائی یگانه، الهه. (1399). بررسی تأثیر جنسیت برند بر ارزش ویژه برند مبتنی بر مصرفکننده با نقش میانجی مشارکت برند مصرفکننده و عشق به برند. فصلنامه علمی پژوهشی مدیریت برند، 7(1)، 169-211. https://doi.org/10.22051/bmr.2020.33533.2059
شجاعی، وجیهه السادات؛ امیرشاهی، میراحمد؛ عبدالوند، ندا. (1398). طراحی مدل آمیختگی مشتری با برند در شبکههای اجتماعی با تأکید بر پیشرانها و نتایج با استفاده از روش فراترکیب. فصلنامه علمی پژوهشی مدیریت برند، 6(4)، 15-64. https://doi.org/10.22051/bmr.2020.28953.1887
Algharabat, R. Rana, N. P. Dwivedi, Y. K. Alalwan, A. A. & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139–149. https://doi.org/10.1016/j.jretconser.2017.09.011 Alon, A. & Vidovic, M. (2015). Sustainability Performance and Assurance: Influence on Reputation. Corporate Reputation Review,18, 337–352. https://doi.org/10.1057/crr.2015.17 Alsufyan, N. K. & Aloud, M. (2017). The state of social media engagement in Saudi universities. Journal of Applied Research in Higher Education, 9(2), 267–303. https://doi.org/10.1108/JARHE-01-2016-0001 Baldus, B. J. Voorhees, C. & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. https://doi.org/10.1016/j.jbusres.2014.09.035 Barger, V. Peltier, J.W. and Schultz, D.E. (2016), social media and consumer engagement: a review and research agenda, Journal of Research in Interactive Marketing, 10 (4), 268–287. https://doi.org/10.1108/JRIM-06-2016-0065 Barker, V. (2009). Older adolescents' motivations for social network site use: The influence of gender, group identity, and collective self-esteem. Cyberpsychology & behavior, 12(2), 209-213. https://doi.org/10.1089/cpb.2008.0228 Becerra, E.P. and Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism, Journal of Product and Brand Management, 22 (5/6), 371–383. https://doi.org/10.1108/JPBM-09-2013-0394 Bilro, R. G. Loureiro, S. M. C. & Ali, F. (2018). The role of website stimuli of experience on engagement and brand advocacy. Journal of Hospitality and Tourism Technology, 9(2), 204–222. https://doi.org/10.1108/JHTT-12-2017-0136 Bolton, R.N. (2011). Comment: Customer engagement. Journal of Service Research, 14 (3), 272–274. https://doi.org/10.1177/1094670511414582 Bowden, J. L. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105 Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa Brodie, R.J. Ilic, A. Juric, B. and Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis, Journal of Business Research, 66 (1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029 Brubaker, P. J. & Wilson, C. (2018). Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships. Public Relations Review, 44(3), 342–352. https://doi.org/10.1016/j.pubrev.2018.04.010 Buratti, N. Parola, F. & Satta, G. (2018). Insights on the adoption of social media marketing in B2B services. The TQM Journal, 30(5), 490–529. https://doi.org/10.1108/TQM-11-2017-0136 Busalim, A. H. Che Hussin, A. R. & Iahad, N. A. (2019). Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 1-14. https://doi.org/10.4067/S0718-18762019000200102 Carron, A. V. Burke, S. M. & Prapavessis, H. (2004). Self-Presentation and Group Influence, Journal of Applied Sport Psychology, 16(1), 41-58, http://dx.doi.org/10.1080/10413200490260044 Carvalho, A. & Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: a comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1–2), 23–37. https://doi.org/10.1080/10696679.2017.1389241 Castellano, S. & Dutot, V. (2017). Investigating the Influence of E-Word-of-Mouth on E-Reputation. International Studies of Management & Organization, 47(1), 42–60. https://doi.org/10.1080/00208825.2017.1241088 Chan, T.K. Zheng, X. Cheung, C.M. Lee, M.K. and Lee, Z.W. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2 (2), 81–97. https://doi.org/10.1057/jma.2014.9 Chattananon, A. Lawley, M. Trimetsoontorn, J. Supparerkchaisakul, N. and Leelayouthayothin, L. (2007). Building corporate image through societal marketing programs. Society and Business Review, 2 (3), 230-253. https://doi.org/10.1108/17465680710825442 Chen, C.H. Nguyen, B. Klaus, P. Phil, & Wu, M.S. (2015). Exploring Electronic Word-of-Mouth (eWOM) in The Consumer Purchase Decision-Making Process: The Case of Online Holidays – Evidence from United Kingdom (UK) Consumers. Journal of Travel & Tourism Marketing, 32(8), 953–970. doi:10.1080/10548408.2014.956165 Cheung, C. M. K. Shen, X. L. Lee, Z. W. Y. & Chan, T. K. H. (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241–250. https://doi.org/10.1016/j.elerap.2015.03.001 Cheung, C.M. and Lee, M.K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53 (1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015 Chiang, C. T. Wei, C. F. Parker, K. R. & Davey, B. (2017). Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model. Journal of Marketing Management, 33(17–18), 1443–1464. https://doi.org/10.1080/0267257X.2017.1399922 Choi, J. and Kim, Y. (2014). The moderating effects of gender and number of friends on the relationship between self-presentation and brand-related word-of-mouth on Facebook. Personality and Individual Differences, 68, 1–5. https://doi.org/10.1016/j.paid.2014.03.040 Creswell, J. W. & Creswell, J. D. (2018). Research Design Qualitative, Quantitative, and Mixed Methods Approaches. Los Angeles: SAGE (5th ed.). https://doi.org/10.1017/CBO9781107415324.004 de Almeida, S. O. Scaraboto, D. dos Santos Fleck, J. P. & Dalmoro, M. (2018). Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities. Journal of Interactive Marketing, 44, 29–42. https://doi.org/10.1016/j.intmar.2018.05.006 de Oliveira Santini, F. Ladeira, W. J. Pinto, D. C. Herter, M. M. Sampaio, C. H. & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5 Demangeot, C. & Broderick, A. J. (2016). Engaging customers during a website visit: a model of website customer engagement. International Journal of Retail and Distribution Management, 44(8), 814–839. https://doi.org/10.1108/IJRDM-08-2015-0124 Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399. https://doi.org/10.1080/0267257X.2017.1302975 Dessart, L. Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635 Dolan, R. Conduit, J. Fahy, J. & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222 Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100–109. https://doi.org/10.1016/j.jretconser.2015.02.007 Erdoğmuş, İ. E. & Tatar, Ş. B. (2015). Drivers of Social Commerce through Brand Engagement. Procedia Social and Behavioral Sciences, 207(212), 189–195. https://doi.org/10.1016/j.sbspro.2015.10.087 Fang, Y. Qureshi, I. Sun, H. McCole, P. Ramsey, E. and Lim, K. H. (2014). Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms. MIS Quarterly, 38(2), 407-428. Fletcher, K. A. P. & Emmanuel-Stephen, C. M. (2018). Social Media Engagement: Reshaping the Consumption Patterns of Generation Y Caribbean and Latin American Consumers. In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications. IGI Global (pages 1070-1090) Gómez, M. Lopez, C. & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206. https://doi.org/10.1016/j.chb.2019.01.026 Gruss, R. Kim, E. and Abrahams, A. (2020). Engaging restaurant customers on Facebook: The power of belongingness appeals on social media. Journal of Hospitality and Tourism Research, 44 (2), 201–228. https://doi.org/10.1177/1096348019892071 Gursoy, D. & McCleary, K. W. (2004). An Integrative Model of Tourists’ Information Search Behavior. Annals of Tourism Research, 31(2), 353–373. doi:10.1016/j.annals.2003.12.004 Hall-Phillips, A. Park, J. Chung, T. L. Anaza, N. A. & Rathod, S. R. (2016). I (heart) social ventures: Identification and social media engagement. Journal of Business Research, 69(2), 484–491. https://doi.org/10.1016/j.jbusres.2015.05.005 Harrigan, P. Evers, U. Miles, M. P. & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388–396. https://doi.org/10.1016/j.jbusres.2017.11.046 He, X. & Negahban, A. (2017). The effects of consumer engagement behavior on the growth of social media brand community: Evidence from an SME. International Journal of e-Business Research, 13 (1), 25–43. https://doi.org/10.4018/IJEBR.2017010102. Heatherly, K.A. Lu, Y. and Lee, J.K. (2017). Filtering out the other side? Cross-cutting and like-minded discussions on social networking sites. New Media and Society, 19 (8), 1271-1289. https://doi.org/10.1177/1461444816634677 Hinson, R. Boateng, H. Renner, A. & Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on Facebook. Journal of Research in Interactive Marketing, 13(2), 204–226. https://doi.org/10.1108/JRIM-04-2018-0059 Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132 Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002 Huang, R., Kim, H., and Kim, J. (2013). Social capital in QQ China: Impacts on virtual engagement of information seeking, interaction sharing, knowledge creating, and purchasing intention. Journal of Marketing Management, 29 (3–4), 292–316. https://doi.org/10.1080/0267257X.2013.766630 Jacobsen, L.F., Tudoran, A.A., and Lähteenmäki, L. (2017). Consumers’ motivation to interact in virtual food communities – The importance of self-presentation and learning. Food Quality and Preference, 62), 8–16. https://doi.org/10.1016/j.foodqual.2017.06.015 Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361. https://doi.org/10.1108/09564231211248444 Kang, J.-Y. M., & Johnson, K. K. P. (2013). How does social commerce work for apparel shopping? Apparel social e-shopping with social network storefronts. Journal of Customer Behaviour, 12(1), 53–72. https://doi.org/10.1362/147539213x13645550618524 Kazakova, S., Cauberghe, V., Pandelaere, M., & De Pelsmacker, P. (2014). Players’ Expertise and Competition with Others Shape the Satisfaction of Competence Needs, Gaming Gratifications, and Contingent Self-Esteem in a Gaming Context. Cyberpsychology, Behavior, and Social Networking, 17(1), 26–32. doi:10.1089/cyber.2012.0413 Keenan, A., and Shiri, A. (2009). Sociability and social interaction on social networking websites. Library Review, 58(6), 438–450. https://doi.org/10.1108/00242530910969794 Kim, D., and Jang, S.S. (2019). The psychological and motivational aspects of restaurant experience sharing behavior on social networking sites. Service Business, 13 (1), 25–49. https://doi.org/10.1007/s11628-018-0367-8 Kim, M., & Stepchenkova, S. (2021). Do consumers care about CSR activities of their favorite restaurant brands? Evidence from engagement on social networks, Journal of Hospitality Marketing & Management, 30 (3), 305-325. https://doi.org/10.1080/19368623.2020.1817223 Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35(1), 148–158. https://doi.org/10.1016/j.tele.2017.10.008 Kotler, P., Bowen, J.T., Makens, J., and Baloglu, S. (2017). Marketing for hospitality and tourism (7th ed), Pearson Education Limited, Harlow, UK. Kumar, V., Khan, I., Fatma, M. and Singh, A. (2022). Engaging luxury brand consumers on social media, Journal of Consumer Marketing, 39(1), 121-132. https://doi.org/10.1108/JCM-10-2020-4175 Lampel, J., and Bhalla, A. (2007). The role of status-seeking in online communities: Giving the gift of experience. Journal of Computer-Mediated Communication, 12 (2), 434–455. https://doi.org/10.1111/j.1083-6101.2007.00332.x Leckie, C., Dwivedi, A., & Johnson, L. (2022). Examining drivers and outcomes of social media brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(2), 350–367. https://doi.org/10.1108/APJML-07-2020-0488 Liu, L., Lee, M. K. O., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41(28), 1–13. https://doi.org/10.1016/j.ijinfomgt.2018.02.006 Liu, L., Liu, R., Lee, M., & Chen, J. (2019). When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities. Internet Research, 29(4), 704–724. https://doi.org/10.1108/IntR-05-2017-0177 Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236 Marbach, J., Lages, C. R., & Nunan, D. (2016). Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement. Journal of Marketing Management, 32(5–6), 502–525. https://doi.org/10.1080/0267257X.2015.1128472 Martins Rebouças Nery, M., Alves Sincorá, L., & Carneiro, T. C. J. (2021). Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites. Journal of Internet Commerce, 20(4), 479–507. https://doi.org/10.1080/15332861.2021.1950328 Martínez-López, F. J., Anaya-Sánchez, R., Molinillo. S., Aguilar-Illescas, R., & Esteban-Millat, Irene. (2017). Consumer Engagement in an Online Brand Community. Electronic Commerce Research and Applications, 23, 24–37. https://doi.org/10.1016/j.elerap.2017.04.002 McKinley, C. J., & Wright, P. J. (2014). Informational social support and online health information seeking: Examining the association between factors contributing to healthy eating behavior. Computers in Human Behavior, 37, 107–116. https://doi.org/10.1016/j.chb.2014.04.023 Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites, Computers in Human Behavior, 108, 105980. https://doi.org/10.1016/j.chb.2019.04.004 Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014 Muntinga, D.G., Moorman, M., and Smit, E.G. (2011). Introducing COBRAs Exploring motivations for brand-related social media use. International Journal of Advertising, 30 (1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046 Nguyen, L., Lu, V.N., Conduit, J., Tran, T.T., and Scholz, B. (2020). Driving enrolment intention through social media engagement: a study of Vietnamese prospective students. Higher Education Research and Development. https://doi.org/10.1080/07294360.2020.1798886 Oh, C., Roumani, Y., Nwankpa, J. K., & Hu, H. F. (2017). Beyond likes and tweets: Consumer engagement behavior and movie box office in social media. Information and Management, 54 (1), 25–37. https://doi.org/10.1016/j.im.2016.03.004 Oliveira, M., & Fernandes, T. (2020). Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram. Journal of Strategic Marketing, 30(4), 389–407. https://doi.org/10.1080/0965254x.2020.1777459 Osei-Frimpong, K., & McLean, G. (2017). Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change, 128, 10–21. https://doi.org/10.1016/j.techfore.2017.10.010 Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2018). Do firms still need to be social? Firm generated content in social media. Information Technology & People. https://doi.org/10.1108/itp-03-2018-0134 Riley, T., & White, V. (2016). Developing a Sense of Belonging Through Engagement with Like-Minded Peers: A Matter of Equity. New Zealand Journal of Educational Studies, 51(2), 211–225. https://doi.org/10.1007/s40841-016-0065-9 Schlenker, B.R. (2012). Self-presentation. In Leary, M.R. and Tangney, J.P. (Eds.), Handbook of Self and Identity. Guilford Press: New York, NY, pp. 542-570 Shang, S.S., Wu, Y.L., and Sie, Y.J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69, 18-28. https://doi.org/10.1016/j.chb.2016.12.014 Shim, K. & Oh, K. (2019). Does fear of isolation disappear online? Attention-seeking motivators in online political engagement. Media and Communication, 7(1), 128-138. https://doi.org/10.17645/mac.v7i1.1761 Shojaei, V., Amirshahi, M., Abdolvand, N. (2019). Designing Customer Brand Engagement Model in Social Networks Highlighting Antecedents and Consequences Using Meta-Synthesis Method. Quarterly Journal of Brand Management, 6(4), 15-64. https://doi.org/10.22051/bmr.2020.28953.1887 (In Persian). So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2014). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. https://doi.org/10.1177/0047287514541008 Solem, B. A. A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33(5), 332–342. https://doi.org/10.1108/JCM-04-2015-1390 Stöckli, S., and Hofer, D. (2020). Susceptibility to social influence predicts behavior on Facebook. PLoS ONE, 15 (3), 1–20. https://doi.org/10.1371/journal.pone.0229337 Tafarodi, R., and Swann, W. (2001). Two-dimensional self-esteem: theory and measurement. Personality and Individual Differences, 31(5), 653–673. https://doi.org/10.1016/S0191-8869(00)00169-0 Tan, S., & Chen, W. (2019). Can members’ WeChat engagement affect relational outcomes in community-supported agriculture? Empirical evidence from China. Agribusiness, 35(1), 36–52. https://doi.org/10.1002/agr.21590 Tarute, A., Nikou, S., & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145–156. https://doi.org/10.1016/j.tele.2017.01.006 Teerakapibal, S. and Melanthiou, Y. (2020). The new helping the old: Social media as a facilitator for variety seeking in food choices of the grey population. British Food Journal, 122 (1), 272-290. https://doi.org/10.1108/BFJ-08-2018-0559 Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59. https://doi.org/10.1016/j.jretconser.2017.11.002 Thao V.T., Wozniak T. & Liebrich, A. (2017). Customer Engagement in Facebook Brand Communities: Measurement and Best Practices from the Airline Industry. In: Schegg R., Stangl B. (eds) Information and Communication Technologies in Tourism 2017 (pp. 683-696). Springer, Cham. https://doi.org/10.1007/978-3-319-51168-9_49 Touni, R., Kim, W. G., Choi, H.-M., & Ali, M. A. (2020). Antecedents and an Outcome of Customer Engagement with Hotel Brand Community on Facebook. Journal of Hospitality & Tourism Research, 44(2), 278–299. https://doi.org/10.1177/1096348019895555 Touni, R., Kim, W. G., Haldorai, K., & Rady, A. (2022). Customer engagement and hotel booking intention: The mediating and moderating roles of customer-perceived value and brand reputation. International Journal of Hospitality Management, 103246. https://doi.org/10.1016/j.ijhm.2022.103246 Torabi, M., Hamedi, O., momayez, A., Molaei Yeganeh, E. (2020). Investigating the Effect of Brand Gender on the Consumer-Based Brand Equity with the Mediating role of Consumer Brand Participation and Brand Love. Quarterly Journal of Brand Management, 7(1), 169-211. https://doi.org/10.22051/bmr.2020.33533.2059 (In Persian). Tsai, W. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2–21. https://doi.org/10.1080/13527266.2014.942678 Vander Schee, B.A., Peltier, J. and Dahl, A.J. (2020). Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions. Journal of Research in Interactive Marketing, 14(2), 239-268. https://doi.org/10.1108/JRIM-01-2020-0010 Verhagen, T., Swen, E., Feldberg, F., & Merikivi, J. (2015). Benefitting from virtual customer environments: An empirical study of customer engagement. Computers in Human Behavior, 48, 340–357. https://doi.org/10.1016/j.chb.2015.01.061 Vohra, A., & Bhardwaj, N. (2019). From active participation to engagement in online communities: Analysing the mediating role of trust and commitment. Journal of Marketing Communications, 25(1), 89–114. https://doi.org/10.1080/13527266.2017.1393768 Wang, X., Tang, L.R. and Kim, E. (2019). More than words: do emotional content and linguistic style matching matter on restaurant review helpfulness? International Journal of Hospitality Management, 77, 438–447. https://doi.org/10.1016/j.ijhm.2018.08.007 WeAreSocial, (2017). Available at: https://wearesocial.com/special-reports/digital-in-2017-global-overview Weitzl, W., & Einwiller, S. (2018). Consumer Engagement in the Digital Era. The Handbook of Communication Engagement, 453–473. https://doi.org/10.1002/9781119167600.ch31 Wijenayake, S., van Berkel, N., Kostakos, V., and Goncalves, J. (2020). Impact of contextual and personal determinants on online social conformity. Computers in Human Behavior, 108. https://doi.org/10.1016/j.chb.2020.106302 Wirtz, J., den-Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de-Klundert, J., Gurhan Canli, Z., and Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24 (3), 223–244. https://doi.org/10.1108/09564231311326978 Wongkitrungrueng, A., Dehouche, N., and Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5–6), 488–518. https://doi.org/10.1080/0267257X.2020.1748895 Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information and Management, 55(2), 258–270. https://doi.org/10.1016/j.im.2017.07.002 Yesiloglu, S., Memery, J. and Chapleo, C. (2021). To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites. Internet Research, 31(5), 1849-1873. https://doi.org/10.1108/INTR-01-2020-0038 Yi, Y., & La, S. (2004). What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology and Marketing, 21(5), 351–373. doi:10.1002/mar.20009 Yoo, J., Choi, S., Choi, M., & Rho, J. (2014). Why people use Twitter: social conformity and social value perspectives. Online Information Review, 38(2), 265–283. doi:10.1108/oir-11-2012-0210 Zeng, F., Li, J., Zhu, H., Cai, Z., & Li, P. (2013). How International Firms Conduct Societal Marketing in Emerging Markets. Management International Review, 53(6), 841–868. https://doi.org/10.1007/s11575-013-0179-y | ||
آمار تعداد مشاهده مقاله: 170 تعداد دریافت فایل اصل مقاله: 152 |