培养顾客对负面口碑的弹性:坦桑尼亚电信行业的实证分析

IF 2.5 Q3 BUSINESS
David Amani
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引用次数: 2

摘要

本研究旨在探讨社交媒体品牌参与与负面口碑弹性(RNWOM)之间的关系,当品牌熟悉度介导。利用刺激-有机体-反应(SOR)理论,我们认为社交媒体品牌参与的维度作为一种刺激,通过品牌熟悉度作为一种有机体,直接或间接地驱动RNWOM等反应。采用自填问卷对坦桑尼亚电信行业的505名客户进行调查,并使用AMOS 21中的结构方程模型对数据进行分析。研究结果表明,社交媒体品牌参与维度是品牌熟悉度的驱动因素;品牌熟悉度解释了客户为什么以及如何发展RNWOM。因此,营销人员应该将社交媒体品牌参与作为建立品牌熟悉度的战略工具,这可以帮助客户提高抵制品牌负面信息的能力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Cultivating Customers’ Resilience to the Negative Word of Mouth: An Empirical Analysis of the Telecommunication Industry in Tanzania
This study sought to investigate the relationship between social media brand engagement and resilience to negative word of mouth (RNWOM) when mediated by brand familiarity. Using stimulus–organism–response (SOR) theory, it is suggested that the dimensions of social media brand engagement act as a stimulus to drive responses like RNWOM directly and indirectly through brand familiarity as an organism. A self-administered questionnaire was used to survey 505 customers in the telecommunications industry in Tanzania, and the data was analyzed using structural equation modelling in AMOS 21. The findings indicate that social media brand engagement dimensions are the drivers of brand familiarity; brand familiarity explains why and how customers develop RNWOM. Therefore, marketers should use social media brand engagement as a strategic tool to build brand familiarity, which can help customers improve their capabilities to resist negative information about brands.
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来源期刊
CiteScore
5.40
自引率
11.50%
发文量
68
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