Engaging consumers through firm-generated content on InstagramEngagement del consumidor a través del contenido generado por las empresas en instagram企业如何通过在instagram上发布内容来吸引消费者

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2021-08-23 DOI:10.1108/sjme-11-2020-0189

E. Ballester, C. Ruiz, Natalia Rubio

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引用次数: 11

摘要

本文的目的是分析消费者对Instagram上发布的公司生成内容(FGC)的享受和原创性的看法对情感客户参与(CE)的影响。此外，还研究了情感服务作为顾客行为驱动因素的作用。设计/方法/方法本文采用定量方法，以一家环保餐厅Instagram账户的334名女性粉丝为样本。在对测量量表进行验证后，通过结构方程模型对假设进行检验。利用刺激-有机体-反应框架，作者假设消费者对Instagram帖子的享受和原创性的感知产生了情感CE，这反过来又影响了消费者的行为。研究结果表明，环保餐厅Instagram帖子的感知享受和感知原创性对情感CE有正向影响，情感CE反过来影响消费者的推荐行为、遵循餐厅Instagram建议的意愿和再次光顾餐厅的意愿。原创性/价值本研究提供了新颖的见解，揭示了在Instagram上发布的FGC的感知享受和原创性如何增加女性的情感参与，并扩展了情感CE如何增加积极的电子口碑，遵循餐厅建议的意愿和再次购买意愿的知识。

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Engaging consumers through firm-generated content on InstagramEngagement del consumidor a través del contenido generado por las empresas en instagram企业如何通过在instagram上发布内容来吸引消费者

Purpose The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour. Findings The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant. Originality/value This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.