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"
 

 

  1. شریفی نامقی، ملیحه. (1394). تاثیر جوامع برند گردشگری در رسانه‌های اجتماعی بر اعتماد و وفاداری مشتریان. پایان‌نامه کارشناسی ارشد دانشگاه علامه طباطبایی.
  2. عبدالوند، محمدعلی و هنری شریف، الهام. (1395). شناسایی عوامل موثر بر وفاداری و تعهد به نام و نشان تجاری (برند) در رسانه‌های اجتماعی. مجله مدیریت توسعه و تحول، شماره 24، ص 69-80.
  3. مظفری وانانی، حمید. (1391). تاثیر جامعه برند در شبکه‌های اجتماعی بر اعتماد و وفاداری مشتریان به برند. پایان‌نامه کارشناسی ارشد دانشگاه علامه طباطبایی.
 

  1. Algesheimer, R., Borle, S., Dholakia, U., & Singh, S. (2010). The impact of customer community participation on customer behaviors: an empirical investigation. Marketing Science, Vol.29, No.4, pp.756-769, 779-781.
  2. Algesheimer, R., Dholakia, U., & Hermann, A. (2005). The social influence of brand community:evidence from European car clubs. Journal of Marketing, Vol.69, No.3, pp.19-34.
  3. Anderson, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial Marketing Management, 34(3), 285–297.
  4. Bagozzi, R., & Dholakia, U. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, Vol.23, No.1, pp.45.
  5. Ball, D., Coelho , P., & Machás , A .(2004). The role of communication of trust in explaining customer loyalty. European Journal of Marketing, Vol.38, No.9/10, PP.1282-1293.
  6. Beerli, A., Martin, J., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European Journal of Marketing, 1, 227-253.
  7. Dacko, S. L. , Liu, B. S., Sudharshan, D. and Furrer, O. (2008). Dynamic capabilities to match multiple product generations and market rhythm. European Journal of Innovation Management, Vol.11, No.4, 441-471 .
  8. Dholakia, U., Blazevic, V., Wiertz, C., & Algesheimer, R. (2009). Communal service delivery: How customers benefit from participation in firm-hosted virtual P3 communities. Journal of service research, Vol.12, No.2, pp.208-226.
  9. East, R., Wright, M., & Vanhuele, M. (2008). Consumer Behavior: Application in Marketing. London: Sage.
  10. Erciş, A., Ünal, S., Candan, F., & Yıldırım , H. (2012). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia - Social and Behavioral Sciences, 58, 1395-1404.
  11. Feng, J., & Yanru, H. (2013). Study on the relationship  among customer satisfaction, BRAND LOYALTY AND REPURCHASE INTENTION. Journal of Theoretical and Applied Information Technology 10th March 2013. Vol. 49 No.1.
  12. Franke, N., & Piller, F. (2004). Value creation by toolkitsfor user innovation and design: The case of the watch market. Journal of product innovation management, 21, pp.401-415.
  13. Gunelius, S. (2011). Minute social media marketing. New York: Mc graw Hill.
  14. Ha, H., Muthaly, S., & Akamavi, R. (2010). Alternative explanations of online repurchasing behavioral intentions: A comparison study of Korean an UK young customer. European Journal of Marketing, 44(6), 874-904.
  15. Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M.-O. (2017). Branding co-creation with members of online brand communities. Journal of Business Research, Vol. 70,pp. 136-144.
  16. Jang, H. Y., Ko, I., & Koh, J. (2007). The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty. Proceedings of the 40th Hawaii International Conference on System Sciences.
  17. José Sanzo, M., Leticia Santos, M., Álvarez, L. I., & Vázquez, R. (2007). The effect of buyer' s market orientation on attitudinal loyalty toward a supplier: is dependence a moderator? Supply Chain Management: An International Journal, Vol. 12, No.4, pp.267 - 283.
  18. Kang, I., Lee, K., Lee, S., & Choi, J. (2007). Investigation of online community voluntary. behaviour using cognitive map. Computers in human Behavior, 23, pp.111-126.
  19. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59 68
  20. Keller, K. L. (2008). Strategic brand management, building, managing, measuring and managing brand equity. Person education international. prentice hall.
  21. Knox, S., & Walker, D. (2001). Measuring and managing brand loyalty. Journal od Strategic Marketing, 9, 111-128.
  22. Konecnik, M., & Gartner, W. (2007). Customer-based Brand Equity for a Destination. Annals of Tourism Research, 34(2), 400-421.
  23. Kozinets, R., de Valck, K., Wojinicki, A., & Wilner, S. (2010). Networked narratives:Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74, pp.7189
  24. Laroche, M., Habibi, M., Richard, M.-O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior 28 (2012) 1755–1767.
  25. Luo, N., Zhang, M., & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China. Computers in Human Behavior 48 (2015) 492–499.
  26. McAlexander, J. H., Schouten, W., & Koening, F. (2002). Building brand community. Journal of Marketing, 66, 38–54
  27. Morgan, R. (2000). A cunsumerioriented framework of bran equity and loyalty. International Journal of market research, Vol.42, No.1, PP.65-78.
  28. Muniz, M. A., & O’Guinn, C. (2001). Brand community. Journal of Consumer Research, 27, 412- 432
  29. Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in human behavior, 51, pp.429-439.
  30. Nikbin, D., Ismail, I., Marimuthu, M., & Younis Abu-Jarad, I. (2011). The Impact od firm reputation on customers' responses to service failure: the role of failure attributions. Business Strategy Series, 12(1), 19-29.
  31. Ouwersloot, H., & Odekerken‐Schröder, G. (2008). Who's who in brand communities – and why? European Journal of Marketing, Vol. 42 Issue: 5/6, pp.571-585.
  32. Popp, B., & Woratschek, H. (2017). Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction. Journal of Retailing and Consumer Services, Vol. 35, pp. 46-56.
  33. Raïes, K., Mühlbacher, H., & Gavard-Perret, M.-L. (2015). Consumption community commitment: Newbies' and longstanding members' brand. Journal of Business Research, Vol.68, No.12, pp.2634–2644.
  34. Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and positive word of mouth in social network brand communities. International Journal of Research in Marketing, Vol. 33,pp.42-58.
  35. Safko, L., & Brake, D. (2009). The Social Media Bible New Jersey: United States of American.
  36. Schau, J., Muniz, M., & Arnould, J. (2009). How brand community practicescreate value. Journal of marketing, 73(5), pp.30-51.
  37. Srinivasan, S., Anderson, R., & Kishore, P. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequenes. Journal of Retailing, 1, 41-50.
  38. Taleghani, M., Largani, M., & Mousavian, S. (2011). The investigation and analysis impact of brand dimensions on services quality and customers satisfaction in new enterprises of Iran. Contemporary Marketing Review, 1(6), 1-130.
  39. Von Hippel, E. (2005). Democratizing innovation. MA: The MIT Pree.
  40. Yan, Y., & Fengi, J. (2009). The empirical study on the influencing factors of customer e-loyalty. , IEEE. Research, 4, 112-128.