信任在理解社交媒体营销对品牌资产和品牌忠诚度的影响中的作用

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-10-01 DOI:10.1080/15332667.2019.1705742

Reham Shawky Ebrahim

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引用次数: 187

摘要

摘要在这个时代，社交媒体平台被整合到营销策略中。这项新技术提供了新的机制和沟通工具，公司可以依靠这些机制和工具与实际和潜在客户互动和接触。本研究旨在探讨社交媒体营销活动通过品牌信任和品牌资产对品牌忠诚度的影响。基于对287名在埃及社交媒体上关注电信公司的用户的在线调查，使用结构方程模型收集和分析了数据。结果表明，SMM活动仅包括三个维度；时尚、定制和口碑。社交媒体营销的这些属性直接影响品牌忠诚度，间接影响以品牌信任为中介的品牌资产。该研究强调了信任的作用，并为衡量社交媒体营销的有效性提供了指导。

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The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

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.