社交媒体广告对品牌合法性的影响

IF 6.2 3区 管理学 Q1 BUSINESS
Lluc Vila-Boix, Alicia Blanco-González, Giorgia Miotto, Felipe Hernández-Perlines
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引用次数: 0

摘要

企业家将社交网络视为向所需受众传播宣传信息的平台。事实上,用户越来越担心个人数据和私人空间可能遭到负面和滥用,但企业家却没有采取必要的措施来防止这种现象。尽管用户对侵入性技术服务越来越习以为常,但对数据保护政策的不信任和社交网络中侵犯个人空间的行为目前已成为用户和媒体的共同话题,也是创业研究的一个有趣领域。本研究旨在分析社交网络广告如何影响用户对隐私和亲密关系的关注,以及如何影响对创业合法性的看法。本研究以 400 名 Instagram 用户为样本,运用结构方程系统,揭示了社交网络中的亲密性和隐私如何影响合法性的三个维度,即认知、道德和实用维度,从而为制度理论做出了贡献。与道德合法性相比,实用合法性和认知合法性对购买意向的影响更为重要,因为用户对目标明确的广告的实用性感知比个人在道德上对企业过度侵扰的接受度更为重要。就对管理的影响而言,研究结果强调了有效和透明的沟通策略的重要性,以便让用户了解社交网络营销对他们选择最佳产品时的决策过程所产生的积极影响,尽管会失去隐私和亲密感。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

The impact of social media advertising on brand’ legitimacy

The impact of social media advertising on brand’ legitimacy

Social networks are considered by entrepreneurs as platforms for spreading promotional messages to their desired audiences. In fact, there has been an increasing concern among users regarding the potential negative and abusive exposure of personal data and private space, but entrepreneurs have not taken the necessary steps to prevent this phenomenon. Despite the fact that users are becoming increasingly accustomed to invasive technological services, the lack of trust in data protection policies and personal space violations in social networks are now common topics for both users and the media and an interesting field of entrepreneurship research. The objective of this research is to analyze how social network advertisements affect user privacy and intimacy concerns and influence perceptions of entrepreneurial legitimacy. Using a sample of 400 Instagram users and applying a structural equation system, this research contributes to institutional theory by revealing how intimacy and privacy in social networks affect the three dimensions of legitimacy, namely, the cognitive, moral and pragmatic dimensions. Pragmatic and cognitive legitimacy are more important for purchase intentions than moral legitimacy since the usefulness perceived by users of well-targeted advertisements is more important than the individual moral acceptance of the excessive entrepreneurial intrusiveness. In terms of managerial implications, the findings highlight the importance of effective and transparent communication strategies to inform users about the positive impact of social network marketing on their decision-making process when choosing the best product, despite the loss of privacy and intimacy.

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来源期刊
CiteScore
12.50
自引率
3.60%
发文量
29
期刊介绍: The International Entrepreneurship and Management Journal (IEMJ) publishes high quality manuscripts dealing with entrepreneurship, broadly defined, and the management of entrepreneurial organizations. The journal will expand the study of entrepreneurship and management by publishing innovative articles based on different perspectives using a variety of methodological approaches and showing the practical implications of the research for its readership. IEMJ is unique; providing a multi-disciplinary forum for researchers, scholars, consultants, entrepreneurs, businessmen, managers and practitioners in the field of entrepreneurship. The journal covers the relationship between management and entrepreneurship including both conceptual and empirical papers, leading to an improvement in the understanding of international entrepreneurial perspectives of the organisations concerned. Entrepreneurial studies are important in creating new economic activity that in turn increases innovation, employment, economic wealth and growth. The journal focuses on the diverse and complex characteristics of entrepreneurship in SMEs and large companies in local, regional, national or international markets that lead to competitiveness in the face of the effects of globalization. Though preference will be given to manuscripts that are international in scope, papers focused on domestic contexts and issues are welcome also, in order to facilitate the sharing of knowledge and potential generalizability of findings worldwide. IEMJ will publish original papers which contribute to the advancement of the field of entrepreneurship and the interface between management and entrepreneurship, as well as articles on business corporate strategy and government economic policy. On occasions, the journal will also feature case studies of successful firms or other cases having important practical implications. The journal places great emphasis on the quality of the papers it publishes. Submission of a paper will imply that it contains original unpublished work and is not being submitted for publication elsewhere. Officially cited as: Int Entrep Manag J
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