社交货币是否影响社交媒体的使用和品牌体验:实证分析

Yog Mishra, Anurag Singh
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引用次数: 0

摘要

目的以社会资本理论为基础,我们试图检验社会货币(SC)对社交媒体使用(SMU)的影响及其对品牌体验(BE)的影响。本研究试图确定忠诚度(LT)在 SC 和 SMU 之间的中介作用,以及感知易用性(PEU)在 SMU 和 BE 关系中的调节作用。这些受访者都是活跃的互联网用户,他们将日常生活的大部分时间都投入到社交媒体活动中。研究采用结构方程模型来研究考虑变量的路径。本研究阐述了 SC 对 SMU、SC 对 LT、LT 对 SMU、SMU 对 BE 的积极影响。研究还发现,在 SC 与 BE 的关系中,LT 具有中介效应。通过考虑 SC、SMU、LT、PEU 和 BE,本研究增加了社会资本理论的知识。此外,本研究还证明了客户LT在客户SC和SMU背景下的价值。原创性/价值本研究是为数不多的关于印度用户SC及其对SMU和BE影响的研究之一。在 SC 背景下检查 LT 的中介作用和 PEU 的调节作用使本研究具有新颖性,有别于之前进行的任何研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Does social currency influence social media usage and brand experience: an empirical analysis
PurposeLoading the work on social capital theory, we have tried to check the influence of social currency (SC) on social media usage (SMU) and its subsequent impact on the brand experience (BE). The study attempted to ascertain the mediation of loyalty (LT) between the SC and SMU as well as the moderation of perceived ease of use (PEU) in the SMU and BE relationship.Design/methodology/approachThe data were collected from 384 respondents employing snowball sampling technique by administering a questionnaire on seven-point Likert scale. The respondents were the active internet users, who devote the significant part of their daily routine to social media activities. Structural equation modelling was used to study the path of the considered variables.FindingsThe result of the study strengthened the findings of earlier studies on SC dimensions. This study elaborated about the positive impact of SC on SMU, SC on LT, LT on SMU, SMU on BE. The study also found the mediating effect of LT in the SC and BE relationship. The study did not identify a moderating role of PEU in the SMU and BE relationship.Research limitations/implicationsBy taking into account SC, SMU, LT, PEU and BE, the study adds the knowledge to the social capital theory.Practical implicationsThis study aids marketers in adjusting social media strategies for the effective use of SC aimed to deliver enhanced BE. Additionally, it demonstrates the value of customer LT in the context of SC and SMU by customers.Originality/valueThis study is among the few research on the SC of the Indian user and its impact on SMU and BE. Checking the mediation of LT and the moderation of PEU in the SC context makes this study novel and different from any study conducted earlier.
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