使用Facebook作为数字工具,利用网络图和社交媒体分析在消费者中建立信任:对捷特航空公司的研究

Q2 Business, Management and Accounting
Vandana Ahuja, Shirin Alavi
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引用次数: 17

摘要

社交媒体的使用正在激增,数百万消费者正在登录世界上最大的数字平台Facebook。庞大的个人数据库和在线领域中个人产生的大量信息使Facebook成为营销人员的一个有趣的工具。本文利用网络学和社交媒体分析的方法,评估了捷特航空(Jet Airways)等公司如何将Facebook作为一种数字工具,在消费者之间建立信任。本文研究了Facebook的各种结构特征,并开发了一个理论框架来识别Facebook的好处。该研究进一步尝试将捷特航空在该平台上生成的内容分类为不同的内容类型,确定最重要的内容类型,并检查与最重要内容类型相关的点赞、评论和分享量如何影响捷特航空客户之间信任的发展。此外,该框架确定了Facebook的三个好处:建立信任和互惠,提供用户特定信息,并允许组织监控他们的在线存在。随后,研究工作将捷特航空产生的内容分为三类:组织内容、关系内容和促销内容。本研究进一步实证证明,在捷特航空的关系帖子上,更多的点赞、评论和分享对建立客户之间的信任有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Using Facebook as a Digital Tool for Developing Trust amongst Consumers using Netnography and Social Media Analytics: A Study of Jet Airways
ABSTRACT Social media usage is proliferating and millions of consumers are logging onto Facebook, the world's biggest digital platform. The vastness of the individual database and the huge amount of information generated by the individuals in the online domain make Facebook an interesting tool for marketers. This article evaluates how an organization like Jet Airways uses Facebook as a digital tool for developing trust amongst consumers, using the methodologies of netnography and social media analytics. The article studies the various structural features of Facebook and develops a theoretical framework to identify the benefits of Facebook. The research study further attempts to classify the content generated by Jet Airways on this platform into diverse content typologies, identifies the most significant content typology, and examines how the volume of likes, comments, and shares pertaining to the most significant content typology impacts the development of trust amongst Jet Airways customers. Additionally, the framework identifies the three benefits of Facebook to be building trust and reciprocity, providing user-specific information, and allowing organizations to monitor their online presence. Subsequently, the research work classifies the content generated by Jet Airways into three categories: organizational content, relational content, and promotional content. The study is further able to empirically demonstrate that a greater number of likes, comments, and shares on a relational post has a significant impact on developing trust among customers of Jet Airways.
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来源期刊
Journal of Relationship Marketing
Journal of Relationship Marketing Business, Management and Accounting-Marketing
CiteScore
10.20
自引率
0.00%
发文量
7
期刊介绍: The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.
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