• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Product & Brand Management >The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook
【24h】

The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook

机译：社交媒体中用户交互对品牌知名度和购买意愿的影响：以Facebook上的MINI为例

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

Purpose - The purpose of this article is to analyze how social media activities, in specifically the Facebook page of a car manufacturer, and user interactions with these brand related activities affect the perception of brands and ultimately influence consumers purchase decision. Based on an online survey with users of the corporation's Facebook fanpage, and in accordance to hierarchy of effects theory the author's findings show the positive effect of fanpage engagement on consumers' brand awareness, word of mouth (WOM) activities, and purchase intention. The findings further indicate that annoyance with the fanpage due to information overload leads to negative effects on fanpage commitment and to decreased WOM activities. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns. Design/methodology/approach - To answer the authors' research questions and test their hypotheses, a study was set up in cooperation with the car brand MINI. To test their hypotheses, the authors applied structural equation modeling with AMOS 18. Findings - The article analyzes the influence of brands' social media activities and participants' social media involvement on the purchase decision process of consumers. Their findings demonstrate that engagement with a Facebook fanpage has positive effects on consumers' brand awareness, WOM activities and purchase intention. Results further indicate that annoyance with the fanpage leads to negative effects in respect to the overall commitment to and involvement with the fanpage and WOM. The authors' research shows that social media activities indeed affect the purchase decision-making process. Originality/value - New marketing communication reality presents new challenges and opportunities for companies as purchase decisions are increasingly influenced by social media interactions. People rely more than ever on their social networks when making those decisions. Nevertheless, outcomes of social media activities are still disputed in practice. The effects of social media campaigns on consumers' perception of products and brands as well as the effects on purchase decisions have yet to be better understood. This study therefore investigates how social media activities, in specific the Facebook appearance of a car manufacturer, affect the perception of brands, and ultimately influence the purchase decision process of consumers while considering the risk of creating annoyance. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns and demonstrate how the perception of brands is influenced through this new communication channel. For brand managers this study is of value, as it shows that social media activities do have a positive influence on brands as they support their management of the purchase process.
机译：目的-本文的目的是分析社交媒体活动（特别是汽车制造商的Facebook页面）以及用户与这些品牌相关活动的互动如何影响品牌认知并最终影响消费者的购买决策。基于对公司Facebook粉丝页面用户的在线调查，并根据效应层次理论，作者的发现表明，粉丝参与度对消费者的品牌知名度，口碑（WOM）活动和购买意愿具有积极影响。研究结果进一步表明，由于信息过载而引起的烦恼会导致对烦恼承诺的负面影响并降低WOM活动。从理论的角度来看，这项研究的结果有助于理解社交媒体活动的增值潜力。设计/方法/方法-为了回答作者的研究问题并检验他们的假设，与汽车品牌MINI合作进行了一项研究。为了检验他们的假设，作者使用了AMOS 18的结构方程模型。结果-本文分析了品牌的社交媒体活动和参与者的社交媒体参与对消费者购买决策过程的影响。他们的发现表明，参与Facebook粉丝专页会对消费者的品牌知名度，WOM活动和购买意愿产生积极影响。结果进一步表明，对于扇形和WOM的总体承诺和参与程度，扇形的烦恼会导致负面影响。作者的研究表明，社交媒体活动确实会影响购买决策过程。原创性/价值-随着社交媒体互动对购买决策的影响越来越大，新的营销传播现实为公司带来了新的挑战和机遇。人们在做出这些决定时比以往任何时候都更加依赖他们的社交网络。然而，社交媒体活动的结果在实践中仍然存在争议。社交媒体活动对消费者对产品和品牌的认知以及对购买决定的影响尚待进一步了解。因此，本研究调查社交媒体活动，特别是汽车制造商在Facebook上的形象，如何影响品牌认知度，并最终在影响制造烦恼的同时影响消费者的购买决策过程。从理论的角度来看，这项研究的结果有助于理解社交媒体活动的增值潜力，并说明如何通过这种新的传播渠道来影响品牌的认知。对于品牌经理来说，这项研究是有价值的，因为它表明社交媒体活动确实对品牌有积极影响，因为它们支持对购买流程的管理。

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