公司创建的社交媒体传播能否培养品牌传播者？感知价值和客户体验的作用

IF 3.6 3区管理学 Q2 BUSINESS

Marketing Intelligence & Planning Pub Date : 2024-05-09 DOI:10.1108/mip-09-2023-0465

Muhammad Sohaib, Asif Ali Safeer, Abdul Majeed

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引用次数: 0

摘要

目的奢侈品服务公司的社交媒体传播在很大程度上仍未得到研究。本研究通过感知价值，包括功能价值（FV）、情感价值（EV）和社会价值（SV），嵌入客户体验（CX）对豪华酒店行业品牌传播的直接影响和调节影响，探讨了企业创建的社交媒体传播（FCSMC）对预测品牌传播（BEM）的影响。研究结果研究结果表明，FCSMC 对包括 FV、EV 和 SV 在内的感知价值以及 BEM 均有重大影响。同样，包括 FV 和 EV 在内的感知价值与 BEM 呈正相关。此外，本研究还揭示了 CX 对豪华酒店行业 BEM 的直接和调节作用，具有显著的预测能力。原创性/价值这项原创性研究推进了使用与满足理论和归因理论。它为豪华酒店行业提供了新颖的理论见解和实用建议。

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Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience

Purpose

The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector.

Design/methodology/approach

This study recruited 405 regular travelers to participate in an online survey. Following meticulous data curation, the empirical analysis was performed on 363 responses using structural equation modeling.

Findings

The findings revealed that FCSMC substantially impacted perceived values, including FV, EV and SV, as well as BEM. Likewise, perceived values, including FV and EV, were positively associated with BEM. In addition, this study revealed that CX exhibited significant predictive capability with its direct and moderating effects on BEM in the luxury hotel sector.

Originality/value

This original research advances the uses and gratifications theory and attribution theory. It provides novel theoretical insights and practical recommendations for the luxury hotel sector.

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来源期刊

Marketing Intelligence & Planning BUSINESS-

CiteScore

8.00

自引率

9.10%

发文量

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.