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首页> 外文会议>AMA Winter Educators' Conference >THE IMPACT OF SOCIAL LOYALTY AND SOCIAL WORD-OF-MOUTH ON SALES
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THE IMPACT OF SOCIAL LOYALTY AND SOCIAL WORD-OF-MOUTH ON SALES

机译：社会忠诚和社会口碑对销售的影响

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We refer to people who are brands in themselves as personality brands. We build on the social identity approach to customer-brand relationships by examining the formation and outcomes of socially demonstrated loyalty toward personality brands, in the context of the music industry. Our study consists of a comprehensive longitudinal examination of the linkages between (1) the extent of visitor traffic to social media web pages of personality brands, (2) the extent of sampling undertaken, (3) the extent of socially demonstrated loyalty toward brands (SLOYALTY), (4) the extent of socially demonstrated word-of-mouth activity (SWOM), and (5) the overall sales for the brand. Our study contributes to the growing literature on word-of-mouth marketing in online communities and social media environments.
机译：我们将自己的人称为人格品牌。在音乐行业的背景下，通过检查社会表现忠诚度的地层和结果，我们建立了社会认同方法。我们的研究包括全面的纵向审查（1）人格品牌社交媒体网页的访客交通程度之间的联系，（2）采样的程度，（3）社会表现为对品牌的忠诚程度（诽谤），（4）社会上表现出口碑活动（SWOM），以及（5）品牌的整体销售。我们的研究有助于在线社区和社交媒体环境中口碑营销的越来越多的文学。

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