Instagram的线下品牌成果：认知网络和自我一致性重要吗？

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2019-12-27 DOI:10.22452/ajba.vol12no2.10

Goh Yee Shien

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引用次数: 3

摘要

研究目的:本研究旨在确定消费者的品牌“follow”在多大程度上是由于他们的认知网络或对他们在Instagram上的社交网络结构的感知而自我一致的。本研究还探讨了在品牌爱的介导下，自我一致性是否会导致积极的线下品牌结果。设计/方法/方法:共收集和分析了168份有效回复。使用SPSS version 21来测量描述性统计量和频率，使用SMART PLS 3.0作为结构模型进行假设检验。研究发现:社会纽带强度显著影响自我和谐，品牌爱在自我和谐与线下品牌结果(品牌忠诚和口碑)之间起显著中介作用。在三种被感知的同质性(态度同质性、地位同质性和道德同质性)中，研究结果表明，道德同质性是消费者及其Instagram上的朋友之间社会联系强度的更强预测因子。理论启示:本研究在以往文献的基础上，进一步探讨了Instagram背景下认知网络影响、消费者对“跟随品牌”的自我一致性与线下品牌结果(品牌爱、品牌忠诚和口碑)之间的关系。从业者/政策影响:研究结果表明，为了瞄准“关注”品牌的Instagram用户，必须根据地位和道德关系对这些品牌进行分类。在Instagram上的营销情报和目标市场细分可以通过使用捆绑强度来执行。Instagram上的品牌应该根据客户的定位来定义，即通过人性化的品牌来建立一种情感纽带。品牌喜爱的代理度量可以用来预测通过口碑分享的再购买意愿和可能性。研究限制/启示:同质性和社会联系强度是基于消费者自己对Instagram上朋友的看法来衡量的。使用的样本数量少可能限制了研究结果的普遍性。关键词:品牌爱，Instagram，忠诚，自我和谐，社会纽带强度，WoM JEL分类:M31

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Offline Brand Outcomes of Instagram: Do Cognitive Network and Self-congruity Matter?

Manuscript type: Research paper Research aims: This study aims to determine the extent to which consumers’ brand “Follows” are self-congruent due to their cognitive networks or the perception of their social network structure on Instagram. This study also examines if self-congruity results in positive offline brand outcomes when mediated by brand love. Design/Methodology/Approach: A total of 168 valid responses are collected and analysed. SPSS version 21 is used to measure the descriptive statistics and frequencies and the SMART PLS 3.0 is used as the structural model for hypothesis testing. Research findings: Results indicate that social tie strength significantly affects self-congruity while brand love is a significant mediator on the relationship between self-congruity and offline brand outcomes (brand loyalty and WoM). Of the three perceived homophily (attitude homophily, status homophily and morality homophily), findings show that morality homophily is the stronger predictor for social tie strength among consumers and their friends on Instagram. Theoretical implications: This study expands on previous literature by investigating the relationship between cognitive network influence, consumers’ self-congruity with “followed brand” and offline brand outcomes (brand love, brand loyalty and WoM), in the context of Instagram. Practitioner/Policy implications: The findings suggest that in order to target Instagram users that “follow” the brand, these brands must be categorised based on status and moral ties. Marketing intelligence and target market segmentations on Instagram can be performed by using tie-strength. Brands on Instagram should be defined based on customers’ orientation, i.e., by humanising the brand so as to create an emotional bond. Proxy measures of brand love can be used to predict repurchase intention and the likeliness of sharing through WoM. Research limitation/Implication: The homophily and social tie strength are measured based on consumers’ own perceptions with friends on Instagram. The small number of samples used may limit the generalisability of the findings. Keywords: Brand Love, Instagram, Loyalty, Self-congruity, Social Tie Strength, WoM JEL Classification: M31

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.