توسعه یک مدل سه بعدی برای پیشایندها و پیامدهای مشارکت مصرف‌‌‌کنندگان با برندها در شبکه‌‌‌های اجتماعی: رویکرد تلفیقی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.

2 دانشیار، بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.

3 استاد، بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.

4 دانشیار، بخش بازاریابی، دانشکده مدیریت ناتینگهام، دانشگاه ناتینگهام ترنت، انگلستان.

چکیده

این پژوهش، به شناسایی پیشایندها و پیامدهای مشارکت مصرف‌کننده آنلاین با برند در صنعت رستوران‌داری در سه بعد مرتبط با مصرف‌کننده، مرتبط با جامعه و مرتبط با برند می‌پردازد. در این پژوهش، با کمک روش تلفیقی، در مرحله کیفی، مصاحبه نیمه ساخت‌یافته‌ای‌ با دنبال کنندگان صفحات برند رستوران‌ها در اینستاگرام انجام شد و در مرحله کمی، پرسشنامه‌ای مبتنی بر یافته‌های مرحله کیفی طراحی شد و در اختیار دنبال کنندگان صفحات برندها قرار گرفت. 241 پاسخ‌نامه معتبر جمع‌آوری شد که پس از بررسی روایی سازه‌ها به کمک EFA و CFA، با استفاده از تحلیل مسیر، روابط علّی میان مشارکت و پیشایندها و پیامدهای آن تائید شد. یافته‌های پژوهش نشان می‌دهد که در بعد مرتبط با مصرف‌کننده، نیازهای لذت‌جویانه و کارکردی، به ترتیب، بیشترین تأثیر را بر مشارکت دارند و همچنین هر چه میزان مشارکت مصرف‌کننده با برند بیشتر شود، عزت‌نفس و دانش مصرف‌کننده افزایش می‌یابد. در بعد مرتبط با جامعه، تأثیر جایگاه طلبی و نفوذ اجتماعی بر مشارکت نسبت به سایر پیشایندهای این بعد بیشتر است. همچنین پیامدهای این بعد، تعامل اجتماعی و آسیب‌پذیری در برابر نفوذ اجتماعی می‌باشد. علاوه بر این، آسیب‌پذیری می‌تواند بر تعامل اجتماعی تأثیر بگذارد. در بعد مرتبط با برند، رضایت از برند و اعتماد به برند، بر مشارکت با برند تأثیرگذارند و این مشارکت منجر به بشارت برند و همکاری در توسعه برند می‌شود. همچنین بشارت برند بر همکاری در توسعه برند تأثیر خواهد گذاشت

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Developing a three-dimensional model of antecedents and outcomes of consumer-brand engagement on social networking sites: A mixed-method approach

نویسندگان [English]

  • Fereshte Rasty 1
  • Seyed Mohammad Tabataba 2
  • Seyed Mahdi Alhosseini Almodarresi 2
  • Saeid Saeida Ardekani 3
  • Mojtaba Poorrezaei 4
1 Ph.D. Student, Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
2 , Associate Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
3 Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
4 . Associate Prof., Marketing Department, Nottingham Business School, Nottingham Trent University, United Kingdom.
چکیده [English]

This study identifies the antecedents and outcomes of consumer engagement with brands on SNSs in the restaurant industry in three dimensions of consumer, society, and brand. In this research, using a mixed-method approach, a semi-structured interview with the followers of restaurants’ brand pages on Instagram were conducted. Then, in the quantitative phase, a questionnaire was designed based on the themes extracted from the qualitative phase, and was distributed to the followers of those pages. 241 valid responses were collected and after checking the validity of the questionnaire through EFA and CFA, by using path analysis, the causal relationships between engagement and its antecedents and outcomes were confirmed. Findings show that in the consumer dimension, hedonic and functional motives, respectively, influence engagement, and also the higher the engagement, the greater the consumer knowledge and self-esteem. In addition, consumer knowledge can influence self-esteem as well. In the society dimension, the impacts of status-seeking and social influence are greater than other antecedents in this dimension. With regard to the outcomes, engagement has a positive effect on social interaction and susceptibility to social influence. In addition, this susceptibility can influence social interaction. In the brand dimension, brand satisfaction and brand trust affect engagement, which can lead to brand evangelism and brand co-development. Besides, brand evangelism can influence brand co-development as well.

کلیدواژه‌ها [English]

  • Consumer-Brand Engagement
  • Social networking sites
  • Mixed-method
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