تأثیر ارتباطات بازاریابی شبکه های‌ اجتماعی بر ارزش ویژه برند، ارزش ویژه ارتباطی و پاسخ مشتری

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

2 کارشناسی ارشد، گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران.

3 دانشجوی دکتری، مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران

چکیده

هدف از این پژوهش بررسی تأثیر ارتباطات بازاریابی شبکه‌ اجتماعی بر ارزش ویژه برند، ارزش ویژه ارتباطی و پاسخ مشتری است. ابعاد ارتباطات بازاریابی شبکه های اجتماعی سرگرمی، تعامل، به روز بودن، سفارشی سازی و تبلیغات شفاهی درنظر گرفته شد. از آگاهی از برند و تصویر برند بعنوان دو بُعد اصلی ارزش ویژه برند استفاده شد. همچنین ترجیح برند، تمایل به پرداخت بالاتر و وفاداری به برند، بعنوان ابعاد اصلی پاسخ مشتری لحاظ شد. برای روایی پرسشنامه از روایی محتوا و برای پایایی از آلفای کرونباخ استفاده شد که مقدار آن 89/0 بدست آمد. جامعه آماری پژوهش کاربران شبکه اجتماعی اینستاگرام چرم درسا هستند. باتوجه به حجم بالای جامعه، از نمونه‌گیری تصادفی ساده با حجم 300 نفر استفاده شد. داده‌های گردآوری شده در دو سطح آمار توصیفی و استباطی تحلیل شد. از مدلسازی معادلات ساختاری برای آزمون مدل و بررسی فرضیه های پژوهش استفاده شد. نتایج پژوهش به مدیران شبکه های اجتماعی کمک کند تا از طریق ساز و کارهای موجود در ارزش ویژه برند و ارزش ویژه ارتباطی، بر پاسخ مشتری تاثیرگذار باشند. با استفاده از نتایج این پژوهش می توان به مدیران بازاریابی پیشنهاد کرد با استفاده از ساز و کارهای پیش بینی شده در ارتباطات بازاریابی شبکه اجتماعی و همچنین با فراگیر کردن فعالیت های برند خود در شبکه های اجتماعی پاسخ های مشتریان به این فعالیت ها را مشاهده نموده و با استفاده از این سازوکارها، وفاداری مشتریان به برند خود را تقویت نموده و پاسخ مشتریان در جهت افزایش رضایت از برند را دریافت نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

The impact of social networks marketing communication on brand equity, relationship equity and customer responses

نویسندگان [English]

  • Majid Mohammad shafiee 1
  • Yazdan Rahmatabadi 2
  • omid soleymanzadeh 3
1 Assistant prof. University of Isfahan
2 MSc., Management Department, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
3 Ph.D. student, Business Management, Faculty of management and mccounting, Shahid Beheshti University, Tehran
چکیده [English]

The purpose of this study was to investigate the effect of social network marketing communications on brand equity, communication value and customer response. The dimensions of social network marketing communications include entertainment, interaction, up-to-date, customization and word-of-mouth advertising. Brand awareness and brand image have been used as two key aspects of brand equity. Also, brand preference, willingness to pay higher and brand loyalty are considered key dimensions of customer response. Content validity was used to assess the validity of the questionnaire and Cronbach's alpha for its reliability was 0.89. The statistical population of the study is Dorsa Leather Instagram social network users. Due to the large size of the population, simple random sampling method with sample size of 300 people was used. The data were analyzed in two levels of descriptive and inferential statistics. Structural equation modeling was used to test the model and investigate the research hypotheses. The results of this study help social network managers influence customer response through the mechanisms of brand equity and communication value. Using the results of this study, it can be suggested to marketing managers to observe customer responses to these activities using predicted mechanisms in social network marketing communications and by incorporating their brand activities in social networks. By using these mechanisms, customers 'loyalty to their brand is strengthened and their customers' response to increased brand satisfaction.

کلیدواژه‌ها [English]

  • Brand equity
  • Customer responses
  • Marketing communication
  • Relationship equity
  • Social networks
  • Aaker, D.A. (1991) Managing Brand Equity. NY: Free Press.
  • Agichtein, E., Castillo, C., Donato, D., & Gionis, D. (2008). Finding High-Quality Content in Social Media. WDSM'08, 183–193.
  • Alam, M.S., & Khan, B.M. (2015). Impact of Social Media on Brand Equity: A Literature Analysis. AIMA Journal of Management & Research, 9 (4), 1-12.‏
  • Barclay, D., Thompson, R. & Higgins, C. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use an Illustration, Technology Studies, 2 (2), 285-309
  • Bruhn, M., Schoenmueller, V., & Schafer, D.B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35 (9), 770–790.
  • Chang, C.Y. (2014). Visualizing brand personality and personal branding: case analysis on Starbucks and Nike's brand value co-creation on Instagram. The University of Iowa.
  • Chin, W.W. (2010). How to write up and report PLS analyses. In: V. Esposito Vinzi, W.W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares (pp. 655-690). Berlin Heidelberg: Springer.
  • Chu, S.C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word of Mouth (e-WOM) in social networking sites. International Journal of Advertising, 30 (1), 47–75.
  • Courtois, C., Mechant, P., De Marez, L., & Verleye, G. (2009). Gratifications and seeding behaviour of online adolescents. Journal of Computer-Mediated Communication, 15, 109–137.
  • Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of interactive advertising, 8 (2), 16-25.‏
  • Dib, H., & Alhaddad, A.A. (2015). Determinants of Brand Image in Social Media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5 (4), 180.
  • Farbodnia, B. Farhangi, A & Soltanifar, M. (2016). Strategic review of the role of virtual social networks as a medium in creating brand equity. Studies of Strategic Management, 22 (6), 13-35. (In Persian).
  • Fatanti, M. Suyadnya, I. (2015). Beyond User Gaze: How Instagram Creates Tourism Destination Brand? Social and Behavioral Sciences, 211, 1089–1095.
  • Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
  • Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9 (4), 197–212.
  • Godey, B., Manthioua, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69, 5833–5841.
  • Gruen, T.W., Osmonbekov, T. & Czaplewski, A.J. (2006). eWOM: The impact of customer-to- customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59 (4), 449–456.
  • Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19 (2), 139-152.
  • Hollebeek, L.D., Glynn, M.S., & Brodie, R.J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28 (2), 149–165.
  • Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20 (2), 195-204.
  • Kapferer, J. N. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16 (5/6), 311–322.
  • Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59–68.
  • Kaye, B.K. (2007). Web site story: An exploratory study of blog use motivations". In: M. Tremayne (Ed.), Blogging, citizenship and the future of media (pp. 127–148). New York, NY: Routledge.
  • Keller, K.L. & Lehmann, D.R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25 (6), 740–759.
  • Keller, K.L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57 (1), 1–22.
  • Keller, K.L. (2003). Strategic Brand Management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
  • Kelly, L., Kerr, G. & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of Interactive Advertising, 10 (2), 16–27.
  • Kim, A. & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480–1486.
  • Kim, H. & Lee, H. (2009). The effect of well-being, consumer value orientations, perceived value and brand preference on purchase intention of environment-friendly cosmetics. Journal of Korean Social Clothing Industry. 15 (1), 48-327.
  • Kim, J., Kim, J. & Johnson, K. (2010). The customer-salesperson relationship and sales effectiveness in luxury fashion stores: the role of self-monitoring. Journal of Global Fashion Marketing, 1 (4), 9-230.
  • Khodadad Hosseini, H., Samiei, N. & Ahmadi, P. (2018). The Effect of Social Media Marketing on Consumer Behavior; Investigating the Role of Brand Equity, Brand Relationship Quality and Attitude towards Brand. Consumer Behavior Studies, 5 (1), 37-59 (In Persian)
  • Latiff, Z. & Safiee, N. (2015). New Business Set Up for Branding Strategies on Social Media – Instagram. Computer Science, 72, 13 – 23.
  • Lavoie, K. (2015). Instagram and Branding: A Case Study of Dunkin’ Donuts. Strategic Communications Elon University, 6 (2), 79-90.
  • Lloyd, A. & Luk, S. (2010). The devil wears Prada or Zara: a revelation into customer perceived value of luxury and mass fashion brands. Journal of Global Fashion Marketing, 1 (3):41–129.
  • Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357–365.
  • Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Interactive Advertising, 10 (2), 61–66.
  • Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30 (1), 13–46.
  • Naaman, M., Becker, H. & Gravano, L. (2011). Hip and trendy: Characterizing emerging trends on twitter. Journal of the American Society for Information Science and Technology, 62 (5), 902–918.
  • Naami, A. Moshbaki, A & Atiekar, Q. (2016). Factors Influencing Purchasing Pleasure by Instagram. Journal of Novel Marketing Research, 6 (2), 1-18. (In Persian).
  • Naylor, R.W., Lamberton, C.P. & West, P.M. (2012). Beyond the “like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76, 105–120.
  • Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209–224.
  • Nunally, J. (1978). Psychometric theory, 2nd edition. New York: McGraw-Hill.
  • Park, N., Kee, K.F. & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyber-psychology & Behavior, 12 (6), 729–733.
  • Phan, M., Thomas, R., & Heine, K. (2011). Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing, 2 (4), 213–222.
  • Rigdon, E.E., Ringle, C.M. & Sarstedt, M. (2010). Structural modeling of heterogeneous data with partial least squares. In: N. K. Malhotra (Ed.), Review of marketing research (7, 255-296). Bingley: Emerald Group Publishing Ltd.
  • Schultz, D.E. & Peltier, J. (2013). Social Media's slippery slope: Challenges, opportunities and future research directions. Journal of Research in Interactive Marketing, 7 (2), 86–99.
  • Schultz, D.E. (2011). IMC measurement; the challenges of an interactive marketplace. International Journal of Marketing Communications, 3 (1), 7–24.
  • Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratifications perspective. Internet Research, 19 (1), 7–25.
  • Spillecke, D. & Perrey, J. (2012). Retail Marketing and Branding: A Definitive Guide to Maximizing ROI (2nd Ed.). Somerset, NJ, USA: Wiley.
  • Tenenhaus, M., Amato, S. & Esposito Vinzi, V. (2004). A global goodness of fit index for PLS structural equation modeling in: Proceedings of the XLII SIS Scientific meeting, 739-742.
  • Truong, Y., McColl, R., & Kitchen, P.J. (2010). Uncovering the relationship between aspirations and luxury brand preferences. Journal of Product and Brand Management, 19 (5), 346–355.
  • Tsai, W. H.S. & Men, L.R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13 (2), 76–87.
  • Tuten, T.L., & Solomon, M.R. (2015). Social MediaMarketing (2nd Ed.). SAGE Publications Ltd.
  • Werts, C.E., Linn, R.L. & Joreskog, K.G. (1974). Intra class reliability estimates: testing structural assumptions, Educational & Psychological Measurement, 34 (1), 25-33.
  • Wetzels, M., Odekeken-Schroder, G. & Van Oppen, C. (2009). Using path modeling for accessing hierarchical construct models: Guidelines and empirical illustrations, MIS Quarterly, 33 (1), 177.
  • Zhang, H., Ko, E. & Kim, K.H. (2010). The influences of customer equity drivers on customer equity and loyalty in the sports shoe industry: Comparing Korea and China. Journal of Global Fashion Marketing, 1 (2), 110-118.
  • Zhang, S.S., van Doorn, J. & Leeflang, P.S. (2014). Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures? International Business Review, 23 (1), 284-292.