Brand Engagement in Self-Concept in the Relationship between Love, Loyalty and Brand Advocacy (Case Study: Instagram Social Media Users)

Document Type : Research Paper

Authors

1 Assistant Professor،Department of Business Management, Faculty of Management, Kharazmi University،Tehran، Iran

2 MSc، in Executive Management, Farabi Campus،University of Tehran،

Abstract

Today, it is very important to have loyal customers and even fans of a brand that, even at the time of crisis, support the brand and improve the brand image in the minds of other people. Due to the increasing number of social media users who are the potential customers of businesses, and as Instagram is one of the most popular and widely used social networks for businesses, especially in Iran, the present research has investigated the brand engagement in the self-concept of Instagram social media users of beauty service brands. Based on the visual capabilities of Instagram, this industry is one of the fast growing and popular industry on Instagram network.This applied research is a descriptive survey. The statistical population of the study consisted of Instagram social media users amongwhich 280 people were selected using non-probability convenience sampling method. Data analysis performed by structural equation modeling. The results showed that the development of brand engagement in customers' self-concept creates brand support for business owners and leads to the loyalty of that brand. Therefore, it is recommended that business owners develop their brands, especially in the context of widely used and influential social networks such as Instagram, according to the internal and psychological characteristics of consumers, so that they can benefit from the financial and non-financial benefits of these networks.

Keywords


احسانی، محمد و جوانی، وجیهه. (1391). بررسی تأثیر نام تجاری تیمهای موفق بر میزان وفاداری هواداران در لیگ برتر فوتبال ایران. نشریه پژوهش‌های کاربردی مدیریت و علوم زیستی در ورزش، 2، 89-98.
امیری، شیما؛ مصدق، محمد جواد؛ ثنایی، محمدرضا (1396). رفتار خرید بدون برنامه ریزی برخط مصرف کنندگان در تجارت اجتماعی: نقش تعاملات شبه اجتماعی کاربران (مطالعه موردی: کاربران شبکه اینستاگرام). مدیریت بازرگانی، 9(3)، 484-463.
ایزدی، بهزاد؛ قائدی، علی؛ قاسمی سیانی، مجتبی؛ حیدری توپکانلو، محسن (1398). تأثیر درگیری در رسانه اجتماعی اینستاگرام بر کیفیت رابطه و رفتار طرفداران تیم فوتبال پرسپولیس، فصلنامه ی مطالعات رسانه‌های نوین، سال پنجم، شماره 17.
بیات، محمد کریم و منوچهری، روح الله. (1394). نقش رسانه های اجتماعی در سبک زندگی اعضای کتابخانه های عمومی با تحلیل سوات، مطالعات رسانه های نوین، سال اول، شماره 3.
شیخ، رضا و شامبیاتی، هانیه. (1394). تحلیل محتوای شبکه‌های اجتماعی مجازی با رویکرد نتنوگرافی بر اساس اطلاعات ناقص، مطالعات رسانه‌های نوین، سال اول، شماره 4.
صادق وزیری، فراز؛ خادمی، سهیل؛ طیب زاده، علی (1398). بررسی تأثیر شخصیت برند و ابعاد آن بر روی عشق به برند، وفاداری و تبلیغات دهان‌به‌دهان (مورد مطالعه: خرده فروش های اینترنتی و فروشگاه های زنجیره ای)، مدیریت برند، دوره ششم، شماره 18.
علوی، سید مسلم؛ جفی سیاهرودی، مهدی (1393). بررسی نقش وفاداری به برند در رابطه میان عشق به برند و هواداری از برند (مورد مطالعه: برند ورزشی ملوان انزلی). فصلنامه علمی-پژوهشی پژوهشهای کاربردی در مدیریت ورزشی3(1), 23-36.‎
عربلوی مقدم، سعید؛ اسفیدانی، محمد رحیم؛ آقازاده، هاشم؛ زندی پور، طیبه (1397). شناسایی و بررسی انواع روابط مصرف کنندگان با اجتماعات برند در اینستاگرام. مدیریت بازرگانی، 10(3)، 546-529.
قاسمیان صاحبی، علی؛ مشبکی، اصغر؛ خداداد حسینی، سید حمید. (1397). بررسی وفاداری به برند، از طریق آمیختگی مشتری در جوامع برند آنلاین (موردمطالعه: کاربران اینستاگرام). مدیریت برند5(1), 13-34.‎
نوروزی، حسین؛ نجات، سهیل (1395) مدل­سازی معادلات ساختاری به زبان ساده، تهران: نشر فوژان
Ahuvia, A.C. (1993). I love it! Towards a unifying theory of love across divers love objects, Doctoral dissertation, Northwestern University.
Ahuvia, A.C. (2005). Beyond the Extended self: Loved Objects and Consumers’ Identity Narratives. Journal of Consumer Research, 32, 171-184
Alavi, Seyed Moslem. Jaffi Siahroodi, Mehdi (2014). Brand Loyalty in the Relationship between Brand Love and Brand Advocacy (Case Study: Malavan Anzali Sports Brand). Journal of Applied Research in Sport Management, 3(1), 23-36(In Persian).
 Albert, N. Merunka, D. & Valette-Florence, P. (2008). The Love Feeling Toward a Brand: Concept and Measurement. Advances in Consumer Research, 36, 300-307.
 Albert, N. Merunka, D. and Valette-Florence, P. (2008), “When consumers love their brands: exploring the concept and its dimensions”, Journal of Business Research, Vol. 61 No. 10, pp. 1062-1075.
Amiri, Sh. Mosadegh, M.J. Sanai, M.R. (2017). Consumers' unplanned Online Shopping Behavior in Social Commerce: The Role of Users' Quasi-Social Interactions (Case Study: Users of Instagram Network). Business Management, 9(3), 463-484(in Persian).
 Arablooye Moghaddam, S. Rahim Esfidani, M. Aghazade, H. & Zandipou, T. (2018). Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram. Journal of Business Management, 9(3), 463-484(in Persian).
Badrinarayanan, V. and Laverie, D.A. (2011), “Brand advocacy and sales effort by retail salespeople: antecedents and influence of identification with manufacturers’ brands”, Journal of Personal Selling & Sales Management, Vol. 31 No. 2, pp. 123-140.
 Bag ozzi, R. P. & Fornell, C. (1982). Theoretical concepts, measurements, and meaning. In Fornell, C. (Ed.) A second generation of multivariate analysis (24-38). Vol. 1. New York. NY.: Praeger.
Batra, R. Ahuvia, A. & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76, 1-16.
Bayat, M.k. and Manouchehri, R. (2015). The Role of Social Media in The Lifestyle of Members of Public Libraries by SWAT Analysis, New Media Studies, 1st Year, No. 3(in Persian).
 Bowden, J.L.H. (2009), “The process of customer engagement: a conceptual framework”, Journal of Marketing Theory and Practice, Vol. 17 No. 1, pp. 63-74.
 Boyd, Danah, Ellison, Nicole. (2008). Social network sites: definition, history, and scholarship. Journal of Service Research, Vol. 14 No. 3, pp. 252-271.
 Brodie, R.J. Hollebeek, L.D. Jurić, B. and Ilić, A. (2011), “Customer engagement: conceptual domain, fundamental propositions, and implications for research”, Journal of Service Research, Vol. 14 No. 3, pp. 252-271.
Brodie, R.J. Ilic, A. Juric, B. and Hollebeek, L. (2013), “Consumer engagement in a virtual brand community: an exploratory analysis”, Journal of Business Research, Vol. 66 No. 1, pp. 105-114.
Carroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of brand love”, Marketing
Letters, Vol. 17 No. 2, pp. 79-89.
Chattopadhyay, T. Dutta, R. & Sivani, S. (2010). Media mix elements affecting brand equity: A study of the Indian passenger car market. IIMB Management Review 22, 173-185.
Chaudhuri A. & Holbrook M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2): 81-93.
 Che, J. W. S. Cheung, C. M. K. ve Thadani, D. R. (2017). Consumer Purchase Decision in Instagram Stores: The Role of Consumer Trust. Proceedings of the 50th Hawaii International Conference on System Sciences. Hawaii, 24-33.
Chen, Y.M. Su, Y.F. & Lin, F.J. (2011). Country-of-origin effects and antecedents of industrial brand equity. Journal of Business Research 64, 1234–1238.
Chin, W. W. (2003). Issues and opinions on structural equation modeling. MIS Quarterly, 22(1), 7-16.
Christopher, M. Payne, A. & Ballantyne, D. (1991). Relationship marketing: bringing quality, customer service and marketing together, Oxford: Butterworth-Heinemann Ltd.
Danbury, A. Kanthavanich, K. & Parrott, G. (2012). Online Behavior of Luxury Brand Advocates: Differences between Active Advocates and Passive Loyalists. The 11th International Conference on Research in Advertising (ICORIA), Stockholm.
David, S. Sandor, C. and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.
Du, S. Bhattacharya, C.B. and Sen, S. (2007), “Reaping relational rewards from corporate social
responsibility: the role of competitive positioning”, International Journal of Research in Marketing, Vol. 24 No. 3, pp. 224-241
Ehsani, M and Javani, V. (2012). The effect of successful teams' branding on the loyalty of fans in Iranian Football League. Journal of Applied Research in Management and Life Sciences in Sport, 89-98(in Persian).
 Elaine, W. Isabel, B. and Leslie De, C. (2014), “Consumer engagement with self-expressive brands: brand love and WOM outcomes”, Journal of Product & Brand Management, Vol. 23 No. 1, pp. 33-42.
Fei, X. (2008), “The moderating effects of product involvement on situational brand choice”, Journal of Consumer Marketing, Vol. 25 No. 2, pp. 85-94.
Flynn, L. R. Reinecke, F. L. Goldsmith, R. E. and Korzenny, F. (2011). Brand engagement in self-concept: a psychometric and demographic analysis. Curr. Psychol. 3, 5–18.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consuming Research, 24, 343–373.
Gambetti, R.C. Graffigna, G. and Biraghi, S. (2012), “The grounded theory approach to consumer-brand engagement”, International Journal of Market Research, Vol. 54 No. 5, pp. 659-687.
Ghasemian Sahebi, A. Meshbaki, A. Khodadad Hosseini, H. (2018). Investigating Brand loyalty through customer Engagement in online brand communities (A Case study of Instagram users). Brand Management, 5(1), 13-34(in Persian).
Goldsmith, R. E. Flynn, L. R. & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal.
Goldsmith, R.E. and Goldsmith, E.B. (2012), “Brand personality and brand engagement”,
American Journal of Management, Vol. 12 No. 1, pp. 11-20.
Gull, S. Hassan, S. S. Manzoor, S. & Shafiq, Z. (2020). An Analytical Study on Brand Engagement in Self-Concept: A Perspective of Pakistan's Consumer Market. Pakistan Vision21(1), 284.
Hemetsberger, A. Kittinger-Rosanelli, C.M.T. & Friedmann, S. (2009). “Bye Bye” Love Why Devoted Consumers Break Up with Their Brands. Advances in Consumer Research, 36, 430-437.
Hennig-Thurau, Thorsten, Gwinner, Kevin & Gremler, Dwayne. (2002).
Understanding relationship marketing outcomes an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247.
Hollebeek, L.D. (2011), “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of Marketing Management, Vol. 27 Nos 7-8, pp. 785-807.
Izadi, B. Ghaedi, A. Ghasemi Siani, M. Heidari Topkanloo, M. (2019). The Effect of Instagram Social Media Involvement on The Quality of Relationship and Behavior of Persepolis Football Team Fans, Journal of Modern Media Studies, 5th Year, No. 17(in Persian).
Jordan, Jeremy, Walker, Matthew, Kent, Aubrey & Inoue, Yuhei. (2011). Thefrequency of nonresponse analyses in the Journal of Sport Management. Journal of Sport Management, 25(3), 229-
Kline, R. B. (2016). Principles and practice of structural equation modeling. Fourth edition, New York: Guilford.
Kozinets, Robert, de Valck, Kristine, Wojnicki, Andrea, Wilner, Sarah. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of marketing, 74(2), 71-89.
Laroche, M. Habibi, M. R. & Richard, M. O. (2012). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.
Mangold, W. G. & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons52(4), 357-365.
Matzler, K. Pichler, E.A. and Hemetsberger, A. (2007), “Who is spreading the word? The positive
influence of extraversion on consumer passion and brand evangelism”, Marketing Theory and
Applications, Vol. 18 No. 1, pp. 25-32. Of the promotion mix. Business horizons, 52(4), 357-365.
Norouzi, H. Nejat, S. (2016) Modeling Structural Equations in Simple Language, Tehran: Fujan Publications (in Persian)
Orth, U. (2005), “Consumer personality and other factors in situational brand choice variation”, Journal of Brand Management, Vol. 13 No. 2, pp. 115-133.
Park, C.W. MacInnis, D.J. & Priester, J. (2006). Beyond Attitude: Attachment and Consumer Behavior. Seoul Journal of Business, 12 (2), 3-35.
Rageh Ismail, A. and Spinelli, G. (2012), “Effects of brand love, personality and image on word of
mouth: the case of fashion brands among young consumers”, Journal of Fashion Marketing and Management: An International Journal, Vol. 16 No. 4, pp. 386-398.
Richter, Daniel, Riemer Kai, vom Brocke Jan. (2011). Internet social networking: research state of the art and implications for Enterprise 2.0 (state of the art). Wirtschaftsinformatik, 53(2):89–103.
Roy, P. Khandeparkar, K. and Motiani, M. (1086). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 13(0): 92- 883.
Sadeghvaziri, F. KHademi, S. Tayyeb zadeh, A (2019). Investigating the Impact of Brand Personality and its Dimensions on Brand Love, Loyalty and WOM (Case study: online retailers and chain stores). Journal of Brand Management, vol.6 No.18.
sahina, A. Zehir, C. & Kitapç, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. Procedia Social and Behavioral Sciences 24, 1288–1301.
Samala Nagaraj, & Sapna Singh. (2018). Millennial’s engagement with fashion brands: A moderated-mediation model of brand engagement with self-concept, involvement and knowledge. Journal of Fashion Marketing and Management: An International Journal, 23(1), 2-16.
Samson, A. (2006), “Understanding the buzz that matters: negative vs positive word of mouth
International Journal of Market Research, Vol. 48 No. 6, pp. 647-657.
Schultz, D.E. (2000). Valuating a brand’s advocates: the added values for a brand lie in its consumers. Marketing management, 9 (4), 8-9.
Sheikh, R. and Shambiati, H. (2015). Content Analysis of Virtual Social Networks with Netonography Approach Based on Incomplete Information, New Media Studies, 1st Year, No. 4(in Persian).
Shimp, T. A. & Madden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. ACR North American Advances.
Sprott, D. Czellar, S. and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.
Smith, Craig. (2016). By the numbers: 180+interesting Instagram Statitsics.
Available:http://expandedramblings.com/index.php/important-instagramstats/.
112- 126.
Sternberg, R.J. (1986). A triangular theory of love. Psychological Review, 93 (2), 119-135.
Stokburger-Sauer N. Ratneshwar S. & Sen S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4): 406-418.
Styśko-Kunkowska, M. A. & Kwinta, Z. (2020). Choice Between Salary and Employer Brand: The Roles of Materialism and Inclination to Develop an Identity-Motives-Based Relationship with an Employer Brand. Frontiers in Psychology11, 555.
Tasci, A. & Guillet, B. (2011). It affects, it affects not: A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products. International Journal of Hospitality Management 30, 774– 782.
Vivek, S.D. Beatty, S.E. andMorgan, R.M. (2012), “Customer engagement: exploring customer relationships beyond purchase”, The Journal of Marketing Theory and Practice, Vol. 20 No. 2, pp.
122-146.
Wallace, E. Buil, I. and de Chernatony, L. (2012), “Facebook “friendship” and brand advocacy”, Journal of Brand Management, Vol. 20 No. 2, pp. 128-146.
Wirtz, J. Ambtman, A.D. Bloemer, J. Horváth, C. Ramaseshan, B. Klundert, J.V.D. Canli, Z.G. and Kandampully, J. (2013), “Managing brands and customer engagement in online brand communities”, Journal of Service Management, Vol. 24 No. 3, pp. 223-244.
Zaichkowsky, J.L. (1985), “Measuring the involvement construct”, Journal of Consumer Research, Vol. 12
No. 3, pp. 341-352.
Zhang S. S. van Doorn J. & Leeflang P. S. H. (2014). Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures? International Business Review, 23: 284-292.