让我们给他们一些话题:哪种社交媒体参与预测购买频率?

IF 6.8 1区 管理学 Q1 BUSINESS
Timothy J. Halloran , Richard J. Lutz
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引用次数: 7

摘要

尽管营销人员在社交媒体平台上花费了数十亿美元,努力与客户建立联系,但很少有人知道他们以社交网络广告(SNA)的形式激活社交媒体是否对他们的业务产生了积极影响。例如,关于哪种类型的数字消费者参与(DCE)(如果有的话)与购买频率相关的研究很少。提出了社会媒体参与的理论框架,作者使用存档的现场数据测试了各种形式的DCE与客户行为之间的关联。通过将一家领先的全国休闲快餐厅的1066名忠诚计划成员的店铺访问数据与他们在该品牌Facebook页面上的参与度进行比对,作者能够比较各种形式的参与度和店铺访问频率之间的关系强度。结果显示,一些Facebook用户粘性与商店访问量的增加或减少显著相关,而另一些则没有明显的影响。实证支持了提议的DCE层次结构,认为反映强烈DCE的约定与购买频率的关系比反映中度或弱DCE的约定更强。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?

Although marketers spend billions of dollars on social media platforms in an effort to make a connection with their customers, few know if their social media activation in the form of Social Network Advertising (SNA) is positively affecting their business. For example, little research exists as to which types of Digital Consumer Engagement (DCE) (if any) are associated with purchase frequency. Advancing a theoretical framework of social media engagement, the authors test the association between various forms of DCE and customer behavior using archived field data. By matching store visit data from 1,066 loyalty program members of a leading national fast casual restaurant with their engagements on the brand's Facebook page, the authors are able to compare the strength of the relationships between various forms of engagement and store visit frequency. Results reveal that some Facebook engagements are significantly associated with increased or decreased store visits while others exhibit no discernible effects. Empirical support is provided for a proposed hierarchy of DCE, with engagements perceived as reflecting strong DCE being more strongly associated with purchase frequency than those with moderate or weak DCE.

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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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