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首页> 外文期刊>International Journal of Consumer Studies >Children's participation in brand-based social networks: examining the role of evaluative social identity, self-esteem and anticipated emotions on commitment and desire to recommend
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Children's participation in brand-based social networks: examining the role of evaluative social identity, self-esteem and anticipated emotions on commitment and desire to recommend

机译：儿童参与基于品牌的社交网络：检查评估性社交身份，自尊心和预期情绪在推荐和承诺方面的作用

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摘要

Social networks involving the social interactions and personal relationships of brand devotees (brand-based social networks) are valuable company and marketing resources, playing a major role in brand and product promotion, and facilitating word-of-mouth. This research sought to examine the influence of evaluative social identity on brand-based social network commitment and network recommendations, specifically for children. The sample for the study comprised 394 Australian children, 6-14 years of age, who participate in an informal offline social network for the brand Minecraft'. This research introduces anticipated emotions (positive and negative) as the mechanisms underlying the influence of evaluative social identity on brand-based social network commitment and network recommendations. Specifically, when children are unable to participate in the brand network, they will experience negative emotions. When children are allowed to participate positive emotions are experienced. These emotions, both positive and negative, are found to enhance children's commitment to the brand-based social network and also their desire to refer the network to non-members. Further, this research provides evidence that the relationship between evaluative social identity, and both network commitment and network recommendations, is only observed for children with low personal self-esteem. This research provides unique insight into the under-researched area of children and brand-based social networks, and introduces new moderating and mediating effects on established relationships, with findings useful for both academics and practitioners.
机译：涉及品牌奉献者的社交互动和个人关系的社交网络（基于品牌的社交网络）是宝贵的公司和营销资源，在品牌和产品促销中起着重要作用，并促进口碑传播。这项研究试图检验评估性社会认同对基于品牌的社会网络承诺和网络建议（特别是针对儿童）的影响。该研究的样本包括394名6-14岁的澳大利亚儿童，他们参加了名为Minecraft'的非正式离线社交网络。这项研究引入了预期的情绪（正面和负面）作为评估性社会认同对基于品牌的社会网络承诺和网络推荐的影响的基础机制。具体来说，当孩子们无法参与品牌网络时，他们会经历负面情绪。当允许儿童参与时，会产生积极的情绪。这些积极和消极的情绪被发现增强了儿童对基于品牌的社交网络的承诺，也增强了他们将网络推荐给非会员的愿望。此外，这项研究提供的证据表明，只有对于个人自尊心较低的孩子，才能观察到评估性社会身份与网络承诺和网络推荐之间的关系。这项研究提供了对未充分研究的儿童和基于品牌的社交网络领域的独到见解，并引入了对既有关系的新的调节和中介作用，这一发现对学者和从业者均有用。

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