消费者授权会增强品牌页面粘性吗？品牌页面体验和品牌热爱的作用

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2024-02-05 DOI:10.1108/jrim-06-2023-0192

Rania B. Mostafa, Mohamed Temerak

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引用次数: 0

摘要

目的本文旨在确定通过Facebook品牌页面（FBBP）产生的消费者授权转化为品牌页面粘性的机制。具体来说，本文提出并检验了一个研究 FBBP 体验的中介作用和品牌热爱的调节作用的模型。研究结果研究结果表明，消费者授权和品牌页面体验对品牌页面粘性有积极影响。在消费者赋权--品牌页面粘性的联系中，品牌页面体验的中介作用和品牌热爱的调节作用十分突出。原创性/价值本文新颖地开创了消费者赋权与 FBBP 粘性之间的联系，这种联系以品牌体验为中介，以品牌热爱为调节。本文丰富了人们对如何在社交媒体环境中增强品牌页面粘性的理解。实用意义本文指导管理者以最佳方式利用 FBBP 创造愉快的体验并产生粘性。

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Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love

Purpose

This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.

Design/methodology/approach

Data from 283 FBBP users were analyzed using structural equation modeling with partial least squares.

Findings

The findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.

Originality/value

This paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.

Practical implications

This paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.