品牌对社交媒体非正式传播的适应:以传播适当性和产品涉入为中介

IF 1.3 Q3 BUSINESS
Hyun Ju Jeong, Jihye Kim
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引用次数: 0

摘要

利用传播适应理论,本实验研究探讨品牌传播是否、如何以及何时培养消费者在社交媒体上的参与。结果表明,非正式的(相对于正式的)沟通产生了更大的关注和分享品牌内容的意愿。此外,消费者在多大程度上认为这种沟通适合品牌在社交媒体上进行,这完全调节了非正式(与正式)沟通对关注、分享和发布意图的更大影响,尤其是对那些产品参与度较低的品牌。这些发现突出表明,将品牌传播融入消费者的随意对话是一种启发式提示,可以推动低参与度消费者参与社交媒体。消费者可能会从品牌减少与他们的社交距离的努力中感受到沟通适应的适当性,从而在心理上调节这种说服。讨论了理论和实践意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Brand accommodation to informal communications on social media: with the mediation of communication appropriateness and the moderation of product involvement
Drawing on communication accommodation theory, this experimental study investigates whether, how, and when brand communications cultivate consumer engagement on social media. Results show that informal (vs. formal) communications yield greater intentions to follow and share brand content. Further, the extent to which consumers perceive this communication as appropriate for brands within social media fully mediates the greater effects of informal (vs. formal) communications on following, sharing, and posting intentions, particularly for those low in product involvement. These findings highlight that assimilating brand communications to consumers' casual conversations is processed as a heuristic cue driving social media engagement among low-involved consumers. This persuasion is psychologically mediated by the appropriateness of communication accommodation consumers may feel from the efforts of brands to reduce a social distance to them. Theoretical and practical implications are discussed.
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来源期刊
International Journal of Internet Marketing and Advertising
International Journal of Internet Marketing and Advertising Business, Management and Accounting-Marketing
CiteScore
1.80
自引率
18.20%
发文量
72
期刊介绍: The IJIMA is a double-blind refereed, highly professional and authoritative source of information in the field of Internet and its applications in marketing and advertising. IJIMA also publishes theories and practices that are useful to executives in managing marketing and advertising activities over the Internet.
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