How Many Likes Are Good Enough? An Evaluation of Social Media Performance

IF 4.1 Q2 BUSINESS
Caitlin C. Ferreira, Jeandri Robertson, M. Reyneke
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引用次数: 2

Abstract

Abstract This paper considers the evaluation of social media performance from a user’s perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence that the performance of brand-related user-generated content is able to exert on a user’s brand attitude, self-image, and the development of their personal brand. This conceptual paper develops three propositions suggesting that the social media performance of brand-related user-generated content is able to influence one’s brand attitude, self-image, and personal brand respectively. A typology of four different social media user types is developed through an evaluation of the disconfirmation experienced as a result of the interplay between initial expectations and the actual evaluation of the performance of brand-related, user-generated content. The concept of social media performance is proposed, which considers the subjective evaluation of the performance of a brand-related post shared on social media platforms. In addition, the research expands the expectation confirmation theory to a new context in order to offer a more nuanced understanding of an existing yet under researched phenomenon.
多少个赞足够好?社交媒体绩效评估
摘要本文以期望确认理论为理论框架,从用户的角度对社交媒体绩效进行评价。特别是对社交媒体表现的最初期望和随后的评估之间的相互作用,形成了评估的基础。研究的重点是品牌相关用户生成内容的表现对用户品牌态度、自我形象和个人品牌发展的影响。这篇概念论文提出了三个命题,表明与品牌相关的用户生成内容的社交媒体表现能够分别影响一个人的品牌态度、自我形象和个人品牌。通过对与品牌相关的用户生成内容的初始期望和实际评估之间的相互作用而产生的不确认体验的评估,开发了四种不同社交媒体用户类型的类型学。提出了社交媒体绩效的概念,它考虑了对社交媒体平台上分享的品牌相关帖子的绩效的主观评价。此外,本研究将期望确认理论扩展到一个新的背景下,以便对现有的尚未研究的现象提供更细致入微的理解。
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
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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