• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Management Practice >Generation of trust using social networking sites: a comparative analysis of online apparel brands across social media platforms
【24h】

Generation of trust using social networking sites: a comparative analysis of online apparel brands across social media platforms

机译：使用社交网站生成信任：跨社交媒体平台在线服装品牌的比较分析

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The proliferation of social media users has generated hype among marketers to include social media marketing as an integral part of their marketing strategy. Social media marketing has become an important marketing tool which helps create brand awareness, helps build and retain consumer relationships, and increase consumer engagement. The objective of this article is to highlight the importance of social media sites as trust-generating platforms among consumers. This manuscript studies the online content generation strategies of five apparel brands and traces the impact of creation of content across Facebook, Twitter and Instagram. A multiple linear regression analysis is conducted on the data collected using a social media analytics tool. For the regression analysis, the independent variables are number of posts, comments and reactions, while trust is kept as a dependent variable. The results of this study indicated a positive relationship between trust and number of posts, comments, and reactions across all three social networking sites (SNSs). In terms of building trust, Facebook is on top among the three SNSs. The article offers managerial insights regarding usage of SNSs for building trust and consumer engagement.
机译：社交媒体用户的激增在营销人员中引起了炒作，将社交媒体营销作为其营销策略的组成部分。社交媒体营销已成为一种重要的营销工具，可帮助建立品牌知名度，帮助建立和保持消费者关系并提高消费者参与度。本文的目的是强调社交媒体网站作为消费者之间建立信任的平台的重要性。该手稿研究了五个服装品牌的在线内容生成策略，并跟踪了Facebook，Twitter和Instagram上内容创建的影响。使用社交媒体分析工具对收集的数据进行多元线性回归分析。对于回归分析，自变量是帖子，评论和反应的数量，而信任保留为因变量。这项研究的结果表明，信任与所有三个社交网站（SNS）上的帖子，评论和反应数量之间存在正相关关系。在建立信任方面，Facebook在三个SNS中排名第一。本文提供了有关使用SNS建立信任和消费者参与的管理见解。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号