The emergence and impact of consumer brand empowerment in online social networks: A proposed ontology

D. Eric Boyd; Theresa B. Clarke; Robert E. Spekman

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The emergence and impact of consumer brand empowerment in online social networks: A proposed ontology

机译：在线社交网络中消费者品牌授权的出现和影响：拟议的本体

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This article presents a proposed model introducing consumer brand empowerment and discussing its antecedents and outcomes. Consumer brand empowerment reflects the perceived empowerment resulting from the consumer's influence over the brand-related attitudes and behaviors of other consumers in an online social network. The antecedents in the proposed ontology focus on the sharing of brand information in online social networks and how it promotes a sense of consumer empowerment by enabling a consumer to influence the brand attitudes of other consumers. The online social network participation factors studied include reach and how its impact is moderated by variety, depth and frequency of brand- related information sharing in social networks. The outcomes resulting from consumer brand empowerment relate to the desired cognitive, affective and behavioral brand experiences sought by an empowered consumer. The article discusses the implications of the research relative to both marketing researchers and managers interested in understanding brand management within the emerging social network landscape.

机译：本文提出了一个提出的模型，该模型介绍了消费者品牌授权，并讨论了其前提和结果。消费者品牌授权反映了消费者对在线社交网络中其他消费者与品牌相关的态度和行为的影响所产生的感知授权。所提出的本体的先决条件集中于在线社交网络中的品牌信息共享，以及如何通过使消费者影响其他消费者的品牌态度来增强消费者的授权感。研究的在线社交网络参与因素包括覆盖范围以及社交网络中与品牌相关的信息共享的多样性，深度和频率如何缓解其影响。消费者品牌授权产生的结果与授权消费者寻求的所需认知，情感和行为品牌体验有关。本文讨论了与市场研究人员和对了解新兴社交网络环境中的品牌管理感兴趣的经理相关的研究意义。

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《Journal of Brand Management》 |2014年第6期|共16页
作者
D. Eric Boyd; Theresa B. Clarke; Robert E. Spekman;
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正文语种 eng
中图分类工业技术现状与发展;
关键词
online social networks; consumer empowerment; brand experience;

机译：在线社交网络;增强消费者能力;品牌体验;

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1. The emergence and impact of consumer brand empowerment in online social networks: A proposed ontology [J] . D. Eric Boyd, Theresa B. Clarke, Robert E. Spekman Journal of Brand Management . 2014,第6期

机译：在线社交网络中消费者品牌授权的出现和影响：拟议的本体
2. Impact of Social Processes in Online Health Communities on Patient Empowerment in Relationship With the Physician: Emergence of Functional and Dysfunctional Empowerment [J] . Gregor Petri?, Sara Atanasova, Tanja Kamin Journal of medical Internet research . 2017,第3期

机译：在线医疗社区中的社会过程对与医师关系的患者授权的影响：功能授权和功能障碍授权的出现
3. A Proposed Model for Consumer-Based Brand Equity Analysis on Social Media Using Data Mining and Social Network Analysis [J] . Eduardo Nogueira, Denise F. Tsunoda Journal Relationship Marketing . 2018,第2期

机译：基于数据挖掘和社交网络分析的基于消费者的社交媒体品牌资产分析模型
4. ONLINE BRAND FANDOM ON SOCIAL NETWORKING SITES: THE IMPACT OF FAN PAGE USAGE AND ENGAGEMENT ON CUSTOMER RELATIONSHIPS [C] . Benedikt Jahn, Werner Kunz AMA Winter Educators' Conference . 2012

机译：社交网站上的在线品牌股票：粉丝页面使用和参与客户关系的影响
5. Consumers in an online brand community: Uses and gratifications, social capital, and brand loyalty. [D] . Son, Jihyeong. 2015

机译：在线品牌社区中的消费者：使用和满足感，社会资本和品牌忠诚度。
6. Examining the Relationship of Online Social Networking Sites’ Activities Customers’ Brand Choice and Brand Perception in Health-Related Businesses [O] . Mehrab Nazir, Jian Tian, Iftikhar Hussain, 2020

机译：检查在线社交网站活动客户品牌选择的关系与健康有关的业务的品牌认知
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

The emergence and impact of consumer brand empowerment in online social networks: A proposed ontology

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