奢侈品牌的社交媒体营销:准社交互动和增强忠诚度和支付溢价意愿的授权

IF 3.6 3区 管理学 Q2 BUSINESS
Tao Zha, Eugene Cheng-Xi Aw, Omkar Dastane, Angeline Gautami Fernando
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引用次数: 0

摘要

本研究旨在揭示奢侈品牌的社交媒体营销策略(即沟通和参与)与其对消费者支付溢价意愿和品牌忠诚度的影响之间的复杂关系。设计/方法/方法采用大型在线消费者小组对381名消费者进行在线调查。采用偏最小二乘结构方程模型进行假设检验。研究结果表明:(1)感知互动性和感知开放性正向影响社交媒体品牌传播,(2)社交媒体品牌传播和参与是消费者授权和副社会互动的正向决定因素,(3)消费者授权和副社会互动正向影响付费意愿,(4)副社会互动正向影响品牌忠诚度,但不影响消费者授权。本研究揭示了当前文献研究不足的奢侈品牌社交媒体营销机制,具有重要的理论意义。更具体地说,该研究揭示了社交媒体品牌传播和参与如何通过准社会互动和消费者授权来强化奢侈品牌成果的过程。此外,本研究还提供了经验证据来描述互动性和开放性在促进社交媒体品牌传播中的作用。此外,该研究扩展了以往强调态度和购买意愿等最初采用结果的研究,探讨了奢侈品品牌忠诚度和支付溢价的意愿。通过有效的社交媒体营销策略,奢侈品牌营销人员可以提高品牌忠诚度和支付溢价的意愿。奢侈品牌营销人员应该通过设计最优的社交媒体品牌传播和参与,专注于与消费者建立准社交互动。为此,奢侈品牌营销人员应考虑在与消费者的沟通中融入互动性和开放性的元素。该研究为奢侈品牌营销者提供了有价值的见解,这些营销者旨在利用社交媒体营销的潜力来提高他们的创收和客户留存率。该研究通过验证消费者授权和准社会互动在奢侈品牌社交媒体营销中的作用,推动了过去的奢侈品品牌研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium
Purpose This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty. Design/methodology/approach A large online consumer panel was used to conduct an online survey of 381 consumers. Partial least squares structural equation modeling was adopted for hypothesis testing. Findings The study's outcomes indicated that (1) perceived interactivity and perceived openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4) parasocial interactions (but not consumer empowerment) positively influence brand loyalty. Research limitations/implications The study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature. More specifically, the study reveals the process of how social media brand communication and engagement reinforce luxury brand outcomes through parasocial interactions and consumer empowerment. In addition, the study provides empirical evidence to delineate the role of interactivity and openness in enhancing social media brand communication. Moreover, the study extends past research that emphasized initial adoption outcomes such as attitude and purchase intention by probing luxury brand loyalty and willingness to pay a premium. Practical implications By effectively strategizing social media marketing, luxury brand marketers can promote brand loyalty and willingness to pay a premium. Luxury brand marketers should concentrate on establishing parasocial interaction with consumers by designing optimal social media brand communication and engagement. To this end, luxury brand marketers should consider integrating the elements of interactivity and openness in their communication with consumers. Originality/value The study offers valuable insights for luxury brand marketers aiming to capitalize on the potential of social media marketing to enhance their revenue generation and customer retention. The study advances past luxury branding research by validating the role of consumer empowerment and parasocial interactions in luxury brands' social media marketing.
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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