社交媒体品牌失误对品牌信任和喜爱的影响

IF 2.4 4区 管理学 Q3 BUSINESS
Ceren Hayran, Melis Ceylan
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引用次数: 2

摘要

越来越多的公司在数字平台上与消费者实时互动,这可能导致意外或无意的信息共享。因此,如何应对网络品牌危机已成为营销管理者日益关注的问题。本研究探讨线上品牌错误如何影响消费者对品牌的信任和喜爱,以及品牌承诺在这一关系中的作用。三项研究表明,消费者对在线品牌失误的评价与对产品性能问题的评价不同。具体而言,在收到负面的品牌失误信息后,高承诺消费者(相对于低承诺消费者)的品牌信任和品牌喜欢度下降的程度更高,因为他们认为品牌失误更不幽默,更具攻击性。相反,在收到负面的产品性能信息后,低承诺(相对于高承诺)消费者的品牌信任和喜爱度下降的程度更高,这与之前的文献相支持。我们的研究结果表明,在处理在线品牌危机时,管理者应该区分高承诺和低承诺消费者的优先级,并量身定制错误沟通。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of social media brand blunders on brand trust and brand liking
More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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