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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Engagement and brand loyalty through social capital in social media
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Engagement and brand loyalty through social capital in social media

机译：通过社交媒体中的社交资本进行的参与和品牌忠诚度

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摘要

This paper examines the process of brand-customer engagement based on the establishment of social capital through social media - Facebook. An online survey of 576 Facebook users in Saudi Arabia was conducted to examine customer engagement in Facebook. Although individuals indicated that they are more likely to engage in brands' Facebook pages if the posts offer more hedonic benefits (e.g., socialising and entertainment) than utilitarian benefits (e.g., coupons and discounts), they are more likely to become loyal to the brand if they receive utilitarian benefits from the brand's Facebook page. Many marketers depend on engagement metrics found in the common social media such as likes, shares and comments. But using only those engagement measures will be misleading because the effectiveness of utilitarian content might not be visible as hedonic content for marketers because it tends to generate less likes. Utilitarian content is the one that directly drives brand loyalty.
机译：本文考察了通过社交媒体-Facebook建立社会资本的基础上的品牌-客户互动过程。对沙特阿拉伯的576名Facebook用户进行了在线调查，以调查客户在Facebook中的参与度。尽管个人表示，如果帖子提供的享乐主义利益（例如社交和娱乐）多于功利主义利益（例如优惠券和折扣），则他们更有可能参与品牌的Facebook页面，但他们更有可能忠于品牌如果他们从该品牌的Facebook页面上获得了功利利益。许多营销人员都依赖于常见社交媒体中的参与度指标，例如喜欢，分享和评论。但是，仅使用那些参与度措施将产生误导，因为功利性内容的有效性可能无法作为营销者的享乐性内容看到，因为它倾向于产生更少的喜欢。功利性内容是直接驱动品牌忠诚度的内容。

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