社交媒体分享处置(SMSD)是消费者信息分享行为的驱动因素

IF 2.7 Q2 BUSINESS
Ainsworth Anthony Bailey, Mohamed Slim Ben Mimoun
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引用次数: 0

摘要

目的尽管通过社交媒体进行在线分享一直是人们关注的焦点,但很少有消费者研究将这种行为作为一个独立的概念来研究,或试图确定它与其他消费者行为之间的关系。因此,本研究旨在探索社交媒体分享倾向(SMSD)这一概念,提出了一种衡量该行为的方法,并通过五项研究评估了其信度和效度及其与其他在线和离线消费者行为的关系。研究结果表明,尽管 SMSD 主要关注社交媒体分享,但它是一个有助于解释人们的社交媒体和线下分享行为的有用建构。它还具有收敛性、判别性和预测性。这些结果表明,SMSD 可用来预测消费者分享在线信息的可能性。这些结果还证实,SMSD 在不同的文化背景下都能有效发挥作用。研究局限性/影响研究既没有根据SMSD调查消费者在发帖或在线评论数量上的实际行为差异,也没有研究个人是否更有可能在帖子中加入品牌信息。未来的研究可以探讨这些行为,以确定它们是否可以用 SMSD 来解释。研究也没有关注参与社交媒体分享的理由;也就是说,没有提出 SMSD 的前因。实际意义有兴趣让消费者参与在线(电子)信息传播的营销人员可以根据 SMSD 对消费者进行细分和定位。因此,它可以用来确定哪些人应该成为向其他消费者传播信息的目标。SMSD 与社交媒体影响者(SMI)的活动之间很可能存在某种关系,因此也可用于识别消费者群体中的 SMI。原创性/价值本文报告了 SMSD,并确定它是一个有助于解释消费者信息分享的额外结构。该结构与社交媒体相关,在社交媒体环境中,识别参与数字信息差异化分享的消费者可能越来越困难。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social media sharing disposition (SMSD) as a driver of consumer information-sharing behavior

Purpose

Despite the continued focus on online sharing through social media, little consumer research has looked at this behavior as an independent construct or tried to determine how it relates to other consumer behaviors. Consequently, this study aims to explore the concept of social media sharing disposition (SMSD), proposes a measure of the construct, and, in five studies, assesses its reliability and validity and its relationship to other online and offline consumer behaviors.

Design/methodology/approach

Five studies using surveys were carried out to assess the SMSD construct. The studies gathered data to assess the properties and validities of SMSD, as well as its ability to assess offline and online sharing behavior.

Findings

The results indicate that SMSD is a useful construct that helps to explain people’s social media and offline sharing behavior, although its focus is primarily on social media sharing. It also displays convergent, discriminant and predictive validity. These results indicate that SMSD can be used to predict the likelihood of consumers sharing online information. They also confirm that SMSD works effectively in different cultural contexts. SMSD can also be used to assess consumer offline sharing behavior.

Research limitations/implications

There was neither an investigation of actual differences in behaviors among consumers in the number of posts or online reviews they undertook, based on SMSD, nor a study of whether individuals are more likely to incorporate brand information into their posts. Future research could explore these behaviors to determine whether they can be explained by SMSD. There was also no focus on a rationale for engaging in social media sharing; that is, there are no proposed antecedents of SMSD. Additional studies could assess antecedents of this construct.

Practical implications

Marketers interested in engaging consumers as participants in the dissemination of online (electronic) information can segment and target consumers on the basis of SMSD. Therefore, it can be used to determine who should be targeted with information to disperse to other consumers. It is likely that there is a relationship between SMSD and social media influencer (SMI) activity, so it could also be used to identify SMIs among consumer bases. It can also be adapted and applied to understanding offline sharing behavior.

Originality/value

The paper reports on SMSD and establishes that it is an additional construct that can help explain consumer information sharing. The construct relates to a social media context, where it may be increasingly difficult to identify consumers who engage in differential sharing of digital information.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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