تاثیر محتوای تولید شده کاربران و جستجوی خرید برندهای پوشاک بر قصد وفاداری در شبکه اجتماعی اینستاگرام
الموضوعات : مدیریت دانشمنیژه حقیقی نسب 1 , محیا وطن پرست 2 , نرگس هاشمی 3
1 - الزهرا
2 - دانشگاه الزهرا- تهران
3 - دانشگاه الزهرا - تهران
الکلمات المفتاحية: کلمات کلیدی: شبکه¬, های اجتماعی, جستجوی خرید آنلاین, قصد وفاداری برند, اعتماد, محتوای تولید شده کاربر,
ملخص المقالة :
علیرغم فرصت های جدیدی که شبکه های اجتماعی برای شرکت ها و برندها فراهم کرده اند، هنوز درک کمی از این که چگونه محتویات تولید شده توسط کاربر و بررسی های مرتبط با خرید از طریق اینستاگرام بر قصد وفاداری برند در صنعت پوشاک تاثیر می گذارد، وجود دارد. هدف پژوهش حاضر، ارائه یک مدل مفهومی برای بررسی تاثیر اعتماد مشتریان بر قصد وفاداری برند با تمایل آنان به استفاده از صفحات اینستاگرام برندها برای جستجوهای مرتبط با خرید و سه نوع مختلف توصیه های دوستان، حمایت اطلاعاتی و حمایت عاطفی است که با استفاده از مدل معادلات ساختاری بررسی شده است. به منظور بررسی این پژوهش، نمونه ای شامل 271 پاسخ دهنده در صفحات اینستاگرام برندها جمع آوری شد. نتایج مدل معادلات ساختاری نشان می دهد؛ جستجوهای آنلاین مرتبط با خرید و حمایت اطلاعاتی تاثیر مثبت قابل توجهی بر اعتماد مشتریان دارند. علاوه بر این، نتایج نشان داد اعتماد مشتریان به صفحات برندها در اینستاگرام تاثیر مثبتی بر قصد وفاداری برندها دارد که به بازاریابان در درک بهتر نقش قابل اعتماد محتوای ایجاد شده توسط کاربر کمک می کند. این پژوهش به گسترش دانش برندسازی و بازاریابی رسانه های اجتماعی می انجامد. شرکت ها با استفاده از پشتیبانی اطلاعاتی در صفحات اینستاگرام خود می توانند به طور مثبت بر رفتار مصرف کنندگان تاثیر بگذارند و صفحات اینستاگرام خود را قابل اعتماد سازند.
سعیدینیا، حمیدرضا و قربان¬زاده، داوود (1396). بررسی مشارکت مشتری و تعامل با برند بر وفاداری برند (بیمه¬های خصوصی استان گیلان)، چهارمین کنفرانس بین¬المللی مدیریت، کارآفرینی و توسعه اقتصادی.#
Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
AdEspresso by Hootsuite. (2016). Abeginner’s quide to Facebook dynamic product ads. Retrieved from #https://adespresso.com/academy/blog/facebook-dynamic-product-ads/
Akar, E., & Topçu, B. (2011). “An examination of the factors influencing consumers’ attitudes toward social media marketing”, Journal of Internet Commerce, 10(1), 35-67. #
Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91-114. #
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.#
Anderson, E. W., & Mittal, V. (2000). Strengthening the Satisfaction-Profit Chain. Journal of Service Research, 3(2), 107-120.#
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1), 74-94.#
Bagozzi, R.P., & Dholakia, U.M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61. #
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kebadayi, S., Gruber, T., Solnet, D. (2013). Understanding Generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245-267. #
Breitsohl, J., Kunz, W., & Dowell, D. (2015). “Does the host match the content? A taxonomical update on online consumption communities”. Journal of Marketing Management, 31(9-10), 1040-1064. #
Chari, S., Christodoulides, G., Presi, C., Wenhold, J., & Casaletto, J. P. (2016). Consumer trust in user-generated brand recommendations on Facebook. Psychology & Marketing, 33(12), 1071-1081. #
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. #
Chen, J., & Shen, X. L. (2015). Consumers’ decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64. #
Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(2), 148-159.#
Dellarocas, C., Zhang, X., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23-45. #
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.#
Erdogmus, I. E., & Cicek, M. (2012). The impact of social media marketing o brand loyalty. Procedia – Social and Behavioral Sciences, 58, 1353-1360.#
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. #
Fortezza, F., & Pencarelli, T. (2015). Potentialities of Web 2.0 and new challenges for destinations: insights from Italy. Anatolia, 26(4), 563-573.#
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.#
Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207. #
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM Sigmis Database, 33(3), 38-53. #
Hajli, M. N. (2013). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404. #
Hajli, N. M. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17-27. #
Hajli, N. M., Lin, X., Featherman, M., & Wang, Y. (2014). Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-690. #
Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139-158.#
Halligan, B., & Shah, D. (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. New Jersey: John Wiley & Son, Inc. #
Han, B., & Windsor, J. (2015). User’s willingness to pay on social network sites. Journal of Computer Information Systems, 51(4), 31-40.#
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media. Business Horizons, 54, 265-273.#
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.#
Hennig-Thurau, T., Kevin, P.G., Walsh, G., & Gremler, D.D. (2004). Electronic word-of-mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.#
Hollenbeck, C. R., & Kaikati, A. M. (2012). Consumers’ use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395-405. #
Hong, I. B., & Cho, H. (2011). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927939.#
Hootsuit.com, (2020). 37 Instagram stats that matter to marketers in 2020. Available at: https://blog.hootsuite.com/instagram-#statistics/#:~:text=Instagram%20will%20reach%20112.5%20million,million%20U.S.%20users%20in%202021.
Jin, S. A. (2012). The potential of social media for luxury brand management. Marketing Intelligence & Planning, 30(7), 687-699.#
Joreskog, K. G., & Sorbom, D. (2005). LISREL 8.70: User’s reference guide. Scientific Software International. #
Jung, N. Y., Kim, S., & Kim, S. (2014). Influence of consumer attitude toward online brand community on revisit intention and brand trust. Journal of Retailing and Consumer services, 21(4), 581-589. #
Kapferer, J.N. (1998). Why are we seduced by luxury brands? Journal of Brand Management, 6(1), 44-49.#
Keisidou, E., Sarigiannidis, L., Maditinos, D. I., & Thalassinos, E. I. (2013). Customer satisfaction, loyalty and financial performance. International Journal of Bank Marketing, 31(4), 259-288. #
Keller, K.L. (1998). Strategic Brand Management: Building, Managing and Measuring Brand Equity. Prentice Hall, NJ.#
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164171. #
Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265. #
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. #
Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling. Na. pp. 562-589. #
Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35-44.#
Kotler, P., & Armstrong, G. (2004). Principles of Marketing. New Jersey: Pearson-Prentice Hall. #
Konigstorfer, J., & Groppel-Klein, A. (2007). Experiences of failure and anger when using the mobile and wired internet: The interference of acceptance and resistance-driving factors. Marketing JRM, 27(1), 34-47.#
Kozinets, R., de Valck, K., Wojinicki, A.C., & Wilner, S. (2010). “Networked narratives: understanding word of mouth marketing in online communities”, Journal of Marketing, 74(2), 71-89. #
Kumar, V., Batista, L., & Maull, R. (2011). The Impact of Operations Performance on Customer Loyalty. Service Science, 3(2), 158-171.#
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on consumer behavior. Journal of Marketing, 80(1), 7-25.#
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82. #
Lee, S. C., Barker, S., & Kandampully, J. (2003). Technology, service quality, and customer loyalty in hotels: Australian managerial perspectives. Managing Service Quality, 13(5), 423-432.#
Lee, M.R., Yen, D.C., & Hsiao, C.Y. (2014). Understanding the perceived community value of Facebook users. Computers in Human Behavior, 35(5), 350-358.#
Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality? International Journal of Electronic Commerce, 16(2), 69-90.#
Lister, M. (2018). “40 Essential Social Media Marketing Statistics for 2018’. Available at: https://wordstream.com/blog/ws/2017/01/05/social-media-marketingstatistics. #
Lu, H. P., & Hsiao, K. L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150-157.#
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.#
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & Pederzoli, D. (2018).
Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 1-17.#
Mersey, R. D., Malthouse, E. C., & Calder, B. J. (2010). Engagement with Online Media. Journal of Media Business Studies, 7(2), 39-56.#
Merisavo, M., & Raulas, M. (2004). The impact of email marketing on brand loyalty. Journal of Product and Brand Management, 13(7), 498-505.#
Moore, K., & McElroy, J. C. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior, 28(1), 267-274.#
Muk, A., Chung, C., & Kim, J. (2014). Korean consumer perspectives on social media advertising and intention to join brand pages. Journal of Global Scholars of Marketing Science, 24(4), 384-394.#
Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian generation Y clothing consumers. International Journal of Information Management, 35(4), 432-442. #
Nambisan, S. and Baron, R.A. (2007), “Interactions in virtual customer environments: implications for product support and customer relationship management”, Journal of Interactive Marketing, Vol. 21 No. 2, pp. 42-61.#
Nunnally, J. C., & Bernstein, I. (1994). Psychometric theory. Rdsepiucsforg, 17, 275-280.#
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(Feb.), 1-21.#
Pickard-Whiteheard, G. (2018). “20 Amazing Instagram Statistics Small Business Owners Must See”. Available at: https://smallbiztrends.com/2018/05/instagram-statisticssmallbusiness.html. #
Pihl, C. (2013). When customers create the ad and sell it – A value network approach. Journal of Global Scholars of Marketing Science, 23(2), 127-143. #
Rageh, A.I (2016). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Journal of Social media marketing activities, Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144. #
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272. #
Schau, H. J., Muniz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.#
See-To, E. W. K., & Ho, K. K. W. (2014). Value co-creation and purchase intention in social network sites: The role of electronic word-of-mouth and trust – A theoretical analysis. Computers in Human Behavior, 31, 182-189. #
Sebecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169. #
Shin, D. H. (2013). User experience in social commerce: In friends we trust. Behaviour & Information Technology, 32(1), 52-67. #
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15-37.#
So, K. K., Wu, L., Xiong, L., & King, C. (2017). Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification. Journal of Travel Research, 1-16.#
Statista.com, (2020). Number of monthly active Instagram users 2013-2018. https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
Tatar, S. B., & Erdogmus, I. E. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.#
Taylor, S. E., Sherman, D. K., Kim, H. S., Jarcho, J., Takagi, K., & Dunagan, M. S. (2004). Culture and social support: Who seeks it and why? Journal of Personality and Social Psychology, 87(3), 354-362. #
Warner-Søderholm, G., Bertsch, A., Sawe, E., Lee, D., Wolfe, T., Meyer, J., Engel, J., & Fatilua, U. N. (2018). Who trusts social media? Computers in Human Behavior, 81, 303-315.#
Zhang, H., Lu, Y., Cupta, S., & Zhao, I. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information Management, 51*8), 1017-1030#