Exploring the Benefits of Social Media Marketing for Brands and Communities

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-12-01 DOI:10.7903/ijecs.1547

I. Chiang, Rayson Wong, Chih-hui Huang

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引用次数: 12

Abstract

In recent years, social media becomes a new communication channel in marketing. Social media facilitate improved targeting and play a critical role in marketing operations. We collect empirical data that can be used to determine whether social media marketing actually creates brand benefits or increases product sales. We proposed a new model for measuring the effectiveness of social media marketing and explained the benefits created by different brand and user types on social media. By conducting the seemingly unrelated regression estimation (SURE) model, this research collected 1,956 valid samples from the consumers who use the social media marketing. The results show that search goods and experience goods in social media marketing create diverse effective directions in interaction effects. For mobile phone brands other than the iPhone, social benefits were nonsignificant; however, brand benefits for them were significant because of the interplay of benefits.Although scholars and marketers are aware already of the significance of social media marketing, there are no definitive empirical data that can be used to determine whether social media marketing actually creates brand benefits or increases product sales. Moreover, in the past, most scholars have focused on verifying causality among the joining motivation, participation, and benefits for a single social media channel (Algesheimer, Dholakia, and Hermann, 2005; Van Doorn et al., 2010). Discussions about brand and the relationship between user types and benefits in social media marketing research are rare. Therefore, in this study, the benefits of social media marketing were examined by considering seven types of social media users and two types of brands in an attempt to identify the main success factors affecting social media marketing. To cite this document: I-Ping Chiang, Ray Wong, and Chih-hui Huang, "Exploring the Benefits of Social Media Marketing for Brands and Communities", International Journal of Electronic Commerce Studies, Vol.10, No.2, pp.113-140, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1547

查看原文本刊更多论文

探索社交媒体营销对品牌和社区的好处

近年来，社交媒体成为市场营销中一种新的传播渠道。社交媒体有助于改善目标定位，并在营销运营中发挥关键作用。我们收集的经验数据可用于确定社交媒体营销是否真的创造了品牌效益或增加了产品销量。我们提出了一个衡量社交媒体营销有效性的新模型，并解释了不同品牌和用户类型在社交媒体上创造的好处。本研究采用看似无关的回归估计（SURE）模型，从使用社交媒体营销的消费者中收集了1956个有效样本。结果表明，社交媒体营销中的搜索商品和体验商品在互动效果上创造了多样化的有效方向。对于iPhone以外的手机品牌来说，社会效益并不显著；然而，由于利益的相互作用，品牌对他们的好处是显著的。尽管学者和营销人员已经意识到社交媒体营销的重要性，但还没有明确的经验数据可以用来确定社交媒体营销是否真的创造了品牌效益或增加了产品销量。此外，在过去，大多数学者都专注于验证单一社交媒体渠道的加入动机、参与和利益之间的因果关系（Algesheimer、Dholakia和Hermann，2005；Van Doorn等人，2010年）。在社交媒体营销研究中，关于品牌以及用户类型和利益之间关系的讨论很少。因此，在本研究中，通过考虑七种类型的社交媒体用户和两种类型的品牌来检验社交媒体营销的效益，试图找出影响社交媒体营销成功的主要因素。引用本文件：江宜平、黄志辉，“探索社交媒体营销对品牌和社区的好处”，《国际电子商务研究杂志》，2019年第10卷，第2期，第113-140页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1547

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.