2019冠状病毒病期间，公司创建和用户生成的社交媒体通信对智能手机消费者品牌指标的影响

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-06-30 DOI:10.31620/JCCC.06.22/11

Gursimranjit Singh, Arvind Kumar

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引用次数: 3

摘要

本研究采用S-O-R方法分析新冠肺炎期间社交媒体传播专家对智能手机消费者品牌指标的影响。一项针对印度513名千禧一代的调查显示，社交媒体上用户生成的内容对消费者的购买意愿有积极影响，而公司创建的社交媒体内容对购买意愿没有直接影响。除此之外，公司产生的社交媒体内容对用户在社交媒体上创造的交流产生了重大而积极的影响。除了深入了解营销人员在新冠肺炎期间如何更好地瞄准千禧一代之外，这项研究还为现有文献提供了依据，即当由于封锁和寄宿限制而在社交媒体上花费的时间增加时，社交媒体上的沟通如何影响高参与度购买的品牌指标。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

IMPACT OF FIRM CREATED, AND USER GENERATED SOCIAL MEDIA COMMUNICATIONS ON CONSUMER-BRAND METRICS OF SMARTPHONES DURING COVID-19

This study employs the S-O-R approach to analyze the impact social media communications experts on consumer-brand metrics of smartphones during COVID-19. A survey of 513 millennials from India through a well-structured questionnaire reveal that user-generated content on social media positively influences the purchase intent of consumers whereas firm-created social media content does ‟t directly influence the purchase intention. In addition to it, social media content generated by the firm significantly and positively influences user created communication on social media. Besides being insightful to the marketers on how they can target the millennials in a better way during COVID-19, this research bestows to the subsisting literature on how communication on social media influence the brand metrics of a high involvement purchase when incremented hours are being spent on social media due to lockdowns and homestay restrictions.

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.