• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Service quality in social media communication of NPOs: The moderating effect of channel choice
【24h】

Service quality in social media communication of NPOs: The moderating effect of channel choice

机译：社交媒体通信中的服务质量：频道选择的调节效果

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

Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service quality. Knowledge from traditional marketing can still be applied in a digital environment. However, the moderation analysis highlights the relevance of social media channel choice and illustrates different effects on YouTube, Facebook, and Instagram. We discuss the implications.
机译：社交媒体沟通对非营利组织（NPO）有吸引力;但是，社交媒体的渠道不是均匀的;经验研究不充分考虑的因素。通过研究社会媒体频道选择对品牌信任对过程和结果质量影响的调节效果来解决这个差距。通过调查奥地利NPO的174名客户，我们分析了不同的社交媒体渠道，调查（1）是否有关品牌信任对服务质量的积极影响的建立的服务营销智慧在社交媒体环境中，（2）是否社交媒体频道的选择适度地调节这些关系。结果证实了既定的服务质量模式。来自传统营销的知识仍然可以在数字环境中应用。然而，适度分析突出了社交媒体频道选择的相关性，并说明了对YouTube，Facebook和Instagram的不同影响。我们讨论了含义。

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