A Forgotten Tale of Lurking Engagement and Social Media-Based Brand Communities

IF 4.1 Q2 BUSINESS
Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar, Iviane Ramos de Luna
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引用次数: 0

Abstract

Abstract The study is motivated by the lack of comprehension on how lurking and posting engagement are driven by hedonic vs. utilitarian brands in social media-based brand communities (SMBBC). Survey responses of 229 social media customers comprising group 1 for hedonic brands (n = 126) and group 2 for utilitarian brands (n = 103) were included in a multigroup analysis (MGA). PLS-SEM modeling results indicate that economic and entertainment needs of customers are significantly related to lurking engagement for hedonic brands. In contrast, identification and information needs of customers are significantly related to posting engagement for utilitarian brands. Importantly, lurking engagement appears more significantly related to brand loyalty compared to posting engagement. The study extends several insights on lurking and posting engagement to design brand type-oriented social media marketing strategies. Findings of the study also enrich the Uses and Gratification Theory in the context of lurking and posting engagement.
一个被遗忘的吸引参与和基于社交媒体的品牌社区的故事
摘要本研究的动机是缺乏对基于社交媒体的品牌社区(SMBC)中享乐品牌与功利品牌如何驱动潜伏和发布参与的理解。对229名社交媒体客户的调查回应,包括享乐品牌的第1组(n = 126)和实用品牌的组2(n = 103)纳入多组分析(MGA)。PLS-SEM建模结果表明,顾客的经济和娱乐需求与享乐品牌的潜在参与显著相关。相比之下,客户的身份识别和信息需求与实用品牌的发帖参与度显著相关。重要的是,与发布参与度相比,潜在参与度似乎与品牌忠诚度更显著相关。该研究扩展了一些关于潜伏和发布参与度的见解,以设计面向品牌类型的社交媒体营销策略。研究结果也丰富了潜伏和张贴参与背景下的使用和感恩理论。
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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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