吸引客户的内容:品牌一致性和社交媒体推广的作用

IF 6.8 1区 管理学 Q1 BUSINESS
E. Montaguti, Sara Valentini, Federica Vecchioni
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引用次数: 2

摘要

每天,世界各地的社交网络用户平均花费1小时47分钟在Facebook、Instagram、Twitter和YouTube等平台上,并将在线内容转发给朋友。尽管如此,87%的品牌Facebook页面帖子没有得到回复。为了减少这种负面结果并吸引粉丝的注意,公司发布的内容不一定与他们的品牌一致,而是包含基于促销的主题。问题是这一策略是否能有效地促进转播。作者提出了一个概念框架,解释了两个关键的帖子主题-一致性和促销-如何影响消费者的分享倾向以及为什么。他们通过多种方法来验证它。首先,作者通过分析四个领先品牌一年的帖子,证明了一致性、促销和转播之间存在的影响。其次,作者对三星移动进行了实地实验。他们发现,在线内容与品牌之间的一致性程度对转播量有积极影响。包含促销激励的帖子会产生更少的份额,但当帖子与品牌一致时,这种负面影响就会逆转。第三,作者进行了两个在线实验室实验来解释为什么会发生这种情况,并表明粉丝的抗拒和利他动机发挥了核心作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Content That Engages Your Customers: The Role of Brand Congruity and Promotions in Social Media
Every day, social network users worldwide spend an average of 1 hour and 47 minutes on platforms such as Facebook, Instagram, Twitter, and YouTube, and they forward online content to friends. Nonetheless, 87% of posts to brand Facebook pages go unanswered. To reduce this negative outcome and attract fans’ attention, companies post content that is not necessarily congruent with their brand and that contains promotion-based themes. The question is whether this strategy is effective in boosting rebroadcasting. The authors propose a conceptual framework that explains how two key post themes—congruency and promotions—influence consumers’ propensity to share and why. They validate it through a multimethod approach. First, the authors document the existence of the effect between congruency, promotions, and rebroadcasting by analyzing one year of posts for four leading brands. Second, the authors run a field experiment with Samsung Mobile. They find that the degree of congruency between online content and the brand positively affects the amount of rebroadcasting. Posts that include promotional incentives generate fewer shares, but this negative effect reverses when the post is congruent with the brand. Third, the authors conduct two online lab experiments to explain why this happens and show that fans’ reactance and altruistic motives play a central role.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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