تاثیر فعالیت‌های خلق ارزش در جوامع برند، بر خرید مجدد مشتریان و وفاداری به برند در رسانه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی،دانشکده مدیریت وحسابداری،دانشگاه علامه طباطبایی

2 دانشیار گروه مدیریت بازرگانی ،دانشکده مدیریت وحسابداری،دانشگاه علامه طباطبایی

3 دانش آموخته کارشناسی ارشد مدیریت اجرایی ،دانشکده مدیریت وحسابداری ،دانشگاه علامه طباطبایی

چکیده

 
ادبیاتسنتیارتباطاتبرند، بهالگویارتباطیبینشرکتومصرف‌کنندگانتوجه می‌کند،در حالی‌که «جامعهبرند»،الگوییجدیدازارتباطاتمصرف‌کنندگانباهمتلقی می‌شود.با گسترشرسانه‌هایجمعیوبازاریابی مدرن، دسترسیگستردهودرحالرشدبهجوامعمجازیشرکت‌هاافزایشیافتهومشتریانی که طرفدار این جوامع می‌شوند، تمایل به وفادار بودن و تعهد و قصد خرید مجدد دارند و بیش‌تر در معرض اطلاعات مربوط به برند هستند. پژوهشحاضر، باهدف  بررسیتاثیر فعالیت‌های خلق ارزش در رسانه‌های اجتماعی، بر خرید مجدد مشتریان از طریق وفاداری به برند انجام شده است. روش پژوهشمورد استفاده در این پژوهش توصیفی-پیمایشی است. بدینمنظور،اعضای جامعه مجازی برند نوین چرم در صفحه اینستاگرام،به‌عنوانجامعهآماری انتخابگردیدهو داده‌های پژوهش، از 381 نفر از اعضای جامعه جمع‌آوری شدند. داده‌ها با استفاده از  پرسشنامه جمع‌آوری گردید و  مدل پیشنهادی پژوهش با استفاده از مدلمعادلاتساختاری، مورد آزمون قرار گرفت. برای تجزیه‌وتحلیل داده‌ها از نرم‌افزارSPSS و Amos استفادهشد. یافته‌های مطالعهحاکیازایناستکه فعالیت‌های خلق ارزش در جوامع برند، پیوندهای مصرف‌کننده-برند-مصرف‌کننده را تقویت می‌کند و سطح تعهد جامعه را افزایش می‌دهد؛ و سرانجام، وفاداری مصرف‌کننده نیز بالا می‌رود.

کلیدواژه‌ها

عنوان مقاله [English]

The Effects of Value Creation Practices in Brand Communities on the Customer Repurchase Intention and Brand Loyalty in Social Media

نویسندگان [English]

  • Mohammad Reza Karimi Alavijeh 1
  • Mehdi Haghighi 2
  • Mahsa Nazari 3
1 Assistant Professor, Department of Business Administration, School of Management and Accounting, Allameh Tabatabaei University
2 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabaei University
3 Master's degree in executive management, Faculty of Management and Accounting, Allameh Tabataba'i University
چکیده [English]

 
While the traditional literature of brand communication addresses communication model of a company and its consumers, a new model of consumer communication is focused on “brand community.”Due toexpansion of mass media and modern marketing, widespread and growing access to corporate virtual communities have increased, and customers who are pro-community tend to be loyal, committed, and willing to repurchase and, are more exposed to brand information.This research investigates the impacts of value creation activities in social media on customer repurchasing behavior through brand loyalty. The method is a descriptive-survey one. For this purpose, members of the virtual community of Novin (a leather brand) in its Instagram page were selected as the statistical population and the research data wascollectedfrom381 of them. A questionnaire was used to collect data. The data analyzed by SPSS and Lisrel applications and the study’s model was tested by structural equations model. The results show that value creation activities in consumer societies enhance consumer-brand-consumer links and increase the level of commitment of the community, which ultimately increases consumer loyalty

کلیدواژه‌ها [English]

  • "Value Creation Activities"
  • "Brand Community
  • "Brand Loyalty"
  • " Repurchase Intention"

مراجع

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