The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory

IF 1.2 Q4 BUSINESS
Nguyen Thi Huyen, Nguyen Minh Ngoc, Cao Anh Thao
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Abstract

Previous studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust theory to develop and estimate this relationship through brand trust and brand commitment on social media in Vietnam. The snowball sampling technique was applied to gather 504 social media users through social media platforms in Vietnam. The proposed research model was tested through PLS-SEM using SmartPLS 4. The results highlighted that most social media marketing activities dimensions (including trendiness, electronic word of mouth, interaction, and customization) affect brand trust (pc are 0.42, 0.152, 0.112, 0.097, respectively, and p-values are all less than 0.05). Simultaneously, brand trust was found to have a positive effect on brand commitment (pc =0.405, p = 0.000). Furthermore, calculation results revealed that brand commitment contributed significantly and strongly to their co-value behavior towards brands (pc = 0.531, p = 0.000). On the contrary, the data do not support a direct impact of entertainment on brand trust (pc = 0.001, p = 0.990) and brand trust on co-value behavior (pc = 0.025, p = 0.466) at a significance level of less than 5%. Ultimately, the findings also suggest a guide to social media marketers to drive customer value co-creation behavior for brands. AcknowledgmentThis work was supported by the National Foundation for Science & Technology Development of Vietnam under Decision No. 131/QD-HDQL-NAFOSTED dated September 21, 2020.
社交媒体营销活动维度对价值共创行为的影响:承诺-信任理论的应用
以往的研究很少关注社会化媒体营销活动对价值共创行为的影响。尤其是到目前为止,还没有人研究过社会化媒体营销活动维度对价值共创行为的影响。本研究运用承诺-信任理论,通过越南社交媒体上的品牌信任和品牌承诺来发展和估计这种关系。本研究采用雪球抽样技术,通过越南的社交媒体平台收集了 504 名社交媒体用户。结果表明,大多数社交媒体营销活动维度(包括潮流性、电子口碑、互动和定制)都会影响品牌信任(pc 分别为 0.42、0.152、0.112、0.097,p 值均小于 0.05)。同时,品牌信任对品牌承诺也有正向影响(pc =0.405,p =0.000)。此外,计算结果还显示,品牌承诺对他们的品牌共同价值行为有显著而强烈的促进作用(pc = 0.531,p = 0.000)。相反,数据不支持娱乐对品牌信任的直接影响(pc = 0.001,p = 0.990)和品牌信任对共同价值行为的直接影响(pc = 0.025,p = 0.466),显著性水平低于 5%。最终,研究结果还为社交媒体营销人员推动品牌客户价值共创行为提供了指导。 鸣谢本研究得到了越南国家科学与技术发展基金会(National Foundation for Science & Technology Development of Vietnam)2020 年 9 月 21 日第 131/QD-HDQL-NAFOSTED 号决定的支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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