درگیرسازی کاربر در برند و هم‌آفرینی ارزش در پلتفرم‌های رسانه‌ای (مورد مطالعه: پلتفرم روبیکا)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

2 استاد، گروه مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران. ایران.

3 استادیار، گروه پژوهشی مطالعات اجتماعی اطلاعات، پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)، تهران، ایران.

چکیده

هدف: تحقیقات درگیرسازی مشتری با برند در حال افزایش است؛ اما تاکنون کارهای تجربی کمی در رابطه با درگیرسازی کاربر با برند در پلتفرم‌های رسانه‌ای انجام شده است. این پژوهش، در زمینه درگیرسازی کاربر با برند، در پلتفرم‌ رسانه‌ای روبیکا انجام شده است.
روش: رویکرد پژوهش کمّی و روش آن پیمایش است. جامعه آماری پژوهش، کاربران روبیکا و حجم نمونه، 419 نفر از کاربران این پلتفرم بود. داده‌ها از طریق پرسش‌نامه‌های آنلاین گردآوری شد و با استفاده از مدل‌سازی معادلات ساختاری و نرم‌افراز اسمارت پی‌ال‌اس، مدل پژوهش طراحی و داده‌ها تجزیه‌وتحلیل شدند.
یافته‌ها: نتایج نشان داد که درگیرسازی کاربر، مشارکت کاربر و خوداظهاری برند، بر ابعاد درگیرسازی مصرف‌کننده با برند (پردازش شناختی، عاطفی و فعال‌سازی) تأثیر مثبت دارد. همچنین، ابعاد درگیرسازی مصرف‌کننده با برند بر وفاداری به برند و هم‌آفرینی ارزش در پلتفرم روبیکا تأثیر مثبت دارد. هم‌آفرینی ارزش فرایندی است که در آن مصرف‌کننده و برند از نزدیک درگیر تولید ارزش می‌شوند؛ به‌طوری که برندها می‌توانند برای بهبود و توسعه محصولات جدید، از تجربه‌های مثبت و ایده‌های مصرف‌کنندگان و کاربران بهره‌برداری کنند.
نتیجه‌گیری: یافته‌های پژوهش حکایت دارد از اینکه درگیرسازی کاربر، کلیدی برای ارتقای وفاداری به برند و هم‌آفرینی ارزش در پلتفرم رسانه‌ای روبیکاست. هم‌آفرینی ارزش در پلتفرم‌های رسانه‌ای، در راستای درگیرسازی کاربر با برند، راه‌حلی برای جلوگیری از کوچ کاربر از پلتفرم‌ و ایجاد گفتمان رسانه‌ای ارائه می‌دهد. از آنجا که روبیکا پلتفرمی رسانه‌ای است، نتایج می‌تواند در دیگر پلتفرم‌های رسانه‌ای ایرانی نیز به‌کار برده شود.

کلیدواژه‌ها

عنوان مقاله [English]

User Engagement with Brand and Value Co-creation in Media Platforms

نویسندگان [English]

  • Asadollah Bahagir 1
  • Taher Roshandel Arbatani 2
  • Somayeh Labafi 3
1 MSc., Department of Media Management, Faculty of Management, University of Tehran, Tehran, Iran.
2 , Prof., Department of Media Management, Faculty of Management, University of Tehran, Tehran. Iran.
3 Assistant Prof., Department of Media Management, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran.
چکیده [English]

Objective
Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms. Since the competition among Iranian media platforms to attract and retain users is increasing and because the platforms are trying to increase the number of their users, identifying and explaining the components affecting user engagement are of high importance. The present study was done to investigate user engagement with the brand in the domestically created and launched Iranian media platform named “Rubika”.
 
Methodology
The statistical population of the study included 419 users of Rubika. The required data was gathered via the distribution of online questionnaires. Structural Equation Modeling (SEM) was utilized for designing a model and Smart PLS3 software was used to analyze the collected data.
 
Findings
The achieved results showed that user engagement, user participation, and brand self-expression have a positive effect on the various dimensions of consumer engagement with the brand i.e. cognitive, emotional processing, and activation. Also, the dimensions of consumer engagement with the brand were proved to have a positive effect on brand loyalty and value creation in the Rubica platform. Value co-creation is a process in which the consumer and the brand are closely involved in the production of value, which makes brands able to use the positive experiences and ideas of their consumers and users to improve and develop new products.
 
Conclusion
This study is a continuation of a research piece carried out by Algharabat et al. (2019) that proposed testing and validation of the Consumer Brand Engagement Scale (CBE) by Middle-Eastern media, for future studies. The findings of the current research introduce user engagement as the key to promoting brand loyalty and value co-creation in the Rubica media platform. Co-creating value in media platforms to engage users with the brand can prevent them from Switching Behavior i.e. shifting to similar media platforms. Therefore, user engagement can improve the benefits and values ​​perceived by the user, lead to greater satisfaction with service relationships and increase customer value creation behaviors. Accordingly, Rubika can engage users with its service creation process (such as knowledge generation, discussion, and information exchange) to develop positive values ​​that benefit both Rubika and its users.

کلیدواژه‌ها [English]

  • Brand loyalty
  • Brand self-expression
  • Media platform
  • Rubika
  • User engagement
  • User participation

مراجع

References
Ahn, J., Lee, C.-K., Back, K.-J., & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International Journal of Hospitality Management, 81, 104–112. doi:10.1016/j.ijhm.2019.03.009.
Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2019). Investigating the antecedents of customer brand engagement and consumer based brand equity in social media. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.01.016.
Bacile, T. J., Ye, C., & Swilley, E. (2014). From firm-controlled to consumer-contributed: Consumer co-production of personal media marketing communication. Journal of Interactive Marketing, 28, 117–133. doi:10.1016/j.intmar.2013.12.001.
Bagozzi, R. P., & Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40(1), 8–34. doi:10.1007/s11747-011-0278-x.
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. doi:10.1007/BF02723327.
Bai, L., Yan, X. & Yu, G. (2020). Impact of consumer engagement on firm performance. Marketing Intelligence & Planning, 38(7), 847-861. https://doi.org/10.1108/MIP-08-2019-0413.
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment. Journal of Hospitality and Tourism Technology, 11(1), 109–135. doi:10.1108/jhtt-02-2018-0016.
Belair-Gagnon, V., & Holton, A. E. (2018). Boundary Work, Interloper Media, And Analytics In Newsrooms: An analysis of the roles of web analytics companies in news production. Digital Journalism, 6(4), 492-508. doi.org/10.1080/21670811.2018.1445001.
Bijmolt, T.H.A., Leeflang, P.S.H., Block, F., Eisenbeiss, M., Hardie, B.G.S., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356. https://doi.org/10.1177/1094670510375603.
Bilro, R. G., Loureiro, M. C., & Guerreiro, J. (2019). Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy. Journal of Hospitality Marketing & Management, 28(2), 147–171. https://doi.org/10.1080/19368623.2018.1506375.
Brandão, A., Pinho, E. & Rodrigues, P. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing - ESIC, 23(2), 163-183. DOI 10.1108/SJME-11-2018-0052.
Brodie, R. J., Hollebeek, L. D., Juric B., & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271. DOI: 10.1177/1094670511411703.
Broersma, M. (2019). Audience Engagement. In The International Encyclopedia of Journalism Studies, edited by T. P. Vos, F. Hanusch, and D. Dimitrakopoulou, et al. Wiley. doi:10.1002/9781118841570.
Carlson, J., Rahman, M.M., Taylor, A., & Voola, R. (2019). Feel the VIBE: examining value-in-the-Brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149-162. https://doi.org/10.1016/j.jretconser.2017.10.002.
Chan, K. W., Yim, C. K., & Lam, S.S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64. https://doi.org/10.1509/jmkg.74.3.048.
Cheung, M. L., Pires, G. D. , Rosenberger, P. J. , Leung, W. K.S., & Ting, H. (2020). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal (AMJ). https://doi.org/10.1016/j.ausmj.2020.03.006.
Cheung, M. L., Pires, G. D., & Rosenberger, P.J. III (2019a). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics & Business Research, 17(3) 243-261. DOI: 10.1504/IJEBR.2019.10019330.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020a). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. doi:10.1108/apjml-04-2019-0262.
Choi, L., & Burnham,T. (2020). Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking. Journal of Product & Brand Management. DOI 10.1108/JPBM-12-2019-2670.
Clark, M., Black, H. G., & Judson, K. (2017). Brand community integration and satisfaction with social media sites: a comparative study. Journal of Research in Interactive Marketing, 11(1), 39–55. https://doi.org/10.1108/JRIM-07-2015-0047.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101–110. doi:10.1016/j.jretconser.2018.03.011.
Constantinides, M., & Dowell, J. (2018). A framework for interaction-driven user modeling of mobile news reading behaviour. UMAP '18: Proceedings of the 26th Conference on User Modeling, Adaptation and Personalization, 33–41. doi.org/10.1145/3209219.3209229.
De Castro, A. P. R. (2017). Customer engagement in virtual social network brand communities: drivers and impact on brand loyalty (Master Dissertation, University of Porto).
Djerf-Pierre, M., Lindgren, M., & Budinski, M. A. (2019). The role of journalism on YouTube: audience engagement with" Superbug" reporting. Media and Communication, 7(1), 235-247.
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, https://doi.org/10.1108/EJM-03-2017-0182.
Dolan, R., Seo, Y., & Kemper, J. (2019). Complaining practices on social media in tourism: a value cocreation and co-destruction perspective. Tourism Management, 73, 35-45. https://doi.org/10.1016/j.tourman.2019.01.017.
Duffett, R.G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. doi.org/10.1108/YC-07-2016-00622.
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100–109. doi:10.1016/j.jretconser.2015.02.007.
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388. doi:10.1177/002224378101800313.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373. doi:10.1086/209515.
Gilardi F., Lam, C., Tan, K C., White, A., Cheng, S., & Zhao, Y. (2018). International TV series distribution on Chinese digital platforms: Marketing strategies and audience engagement. Global Media and China, 3(3), 213–230. DOI: 10.1177/2059436418806406.
Grover, P., & Kar, A. K. (2018). User engagement for mobile payment service providers – introducing the social media engagement model. Journal of Retailing and Consumer Services. doi:10.1016/j.jretconser.2018.12.002.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis - A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Education.
Hallock, W., Roggeveen, A., & Crittenden, V. (2019). Firm-level perspectives on social media engagement: An exploratory study. Qualitative Market Research: An International Journal, https://doi.org/10.1108/QMR-01-2017-0025.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. doi:10.1016/j.intmar.2013.12.002.
Hsieh, S. H., & Chang, A. (2016). The Psychological Mechanism of Brand Co-creation Engagement. Journal of Interactive Marketing, 33, 13–26. doi:10.1016/j.intmar.2015.10.001.
Hudson S., & Thal K. (2013). The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160. DOI: 10.1080/10548408.2013.751276.
Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109. doi:10.1016/j.tele.2017.01.004.
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277-285. https://doi.org/10.1016/j.jretconser.2019.05.018.
Jin, S. V., & Ryu, E. (2019). Instagram fashionistas, luxury visual image strategies and vanity. Journal of Product & Brand Management, 29(3), 355–368. doi:10.1108/jpbm-08-2018-1987.
Johnson, K.M. (2017). The importance of personal branding in social media: educating students to create and manage their personal brand. International Journal of Education and Social Science, 4(1), 21-27.
Justima, M., & Chrysochou P. (2012). Customer Brand Engagement on Online Social Media Platform-A Conceptual Model and Empirical Analysis, Master thesis, School of Business & Social science, Aarhus University, Aarhus, Denmark.
Kallmuenzer, A., Peters, M., & Buhalis, D. (2019). The role of family firm image perception in host-guest value co-creation of hospitality firms. Curr. Issues Tour. 1–18.
Kang H, Lee J.K., You K.H., et al. (2013). Does online news reading and sharing shape perceptions of the Internet as a place for public deliberations? Mass Communication and Society, 16(4), 533–556. https://doi.org/10.1080/15205436.2012.746711.
Kaplan, Andreas M., & Haenlein, Michael (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53 (1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003.
Ksiazek, T. B., Peer, L., & Lessard, K. (2016). User engagement with online news: conceptualizing interactivity and exploring the relationship between online news videos and user comments. New Media Society, 18(3), 502–520. DOI: 10.1177/1461444814545073.
Kumar, V., & Pansari, A. (2016). Competitive Advantage Through Engagement. Journal of Marketing Research, 53(4), 497–514. doi:10.1509/jmr.15.0044.
Lalmas, M., O'Brien, H., & Yom-Tov, E. (2014). Measuring User Engagement: Synthesis Lectures on Information Concepts, Retrieval, and Services. 132 pages. doi.org/10.2200/S00605ED1V01Y201410ICR038.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172. https://doi.org/10.1509/jm.15.0415.
Le, T. D. (2018). Influence of WOM and content type on online engagement in consumption communities. Online Information Review, 42(2), 161–175. doi:10.1108/oir-09-2016-0246.
Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558–578. doi:10.1080/0267257x.2015.1131735.
Lee, D., Hosanagar, K., & Nair, H. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 4967–5460. https://doi.org/10.1287/mnsc.2017.2902.
Lin, S., Yang, S., Ma, M., & Huang, J. (2018). Value co-creation on social media. International Journal of Contemporary Hospitality Management, 30(4), 2153–2174. doi:10.1108/ijchm-08-2016-0484.
Liu, X., Shin, H., & Burns, A. C. (2020). Examining the impact of luxury brand’s social media marketing on customer engagement​: Using big data analytics and natural language processing. Journal of Business Research. doi:10.1016/j.jbusres.2019.04.042.
Loureiro, S. M. C., & Lopes, J. (2019). How Corporate Social Responsibility Initiatives in Social Media Affect Awareness and Customer Engagement. Journal of Promotion Management, 25(3), 419–438. doi:10.1080/10496491.2019.1557819.
Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505–519. doi:10.1108/oir-01-2015-0029.
Luo, N., Zhang, M., & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China. Computers in Human Behavior, 48, 492–499. doi:10.1016/j.chb.2015.02.020.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280. doi.org/10.1016/j.intmar.2013.09.008.
Michel, S., Brown, S. W., & Gallan, A. S. (2008). Service-Logic Innovations: How to Innovate Customers, Not Products. California Management Review, 50(3), 49–65. doi:10.2307/41166445.
Moliner, M.Á., Monferrer-Tirado, D., & Estrada-Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399. doi.org/10.1108/JSM-08-2016-0320.
Muntinga, D.G., Moorman, M., & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. doi.org/10.2501/IJA-30-1-013-046.
Nambisan, S., & Baron, R.A. (2007). Interactions in virtual customer environments: implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62. https://doi.org/10.1002/dir.20077.
Napoli, P.M. (2011). Audience Evolution: New Technologies and the Transformation of Media Audiences. Columbia University Press, New York.
Nayeem, T., Murshed, F., & Dwivedi, A. (2019). Brand experience and brand attitude: examining a credibility-based mechanism. Marketing Intelligence & Planning, 37(7), 821-836. DOI 10.1108/MIP-11-2018-0544.
Nery, M., Sincorá, L., Brandão, M., & Carneiro, T. (2020). An Integrative Model of Consumer Brand Engagement in Social Media. Brazilian Journal of Marketing, 19(1), 49-73. https://doi.org/10.5585/remark.v19i1.11345.
Nysveen, H., & Pedersen, P. E. (2014). Influences of co-creation on brand experience the role of brand engagement. International Journal of Market Research, 56(6), 807-832. https://doi.org/10.2501/IJMR-2014-016.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., . . . Rabinovich, E. (2010). Moving forward and making a difference: Research priorities for the science of service. Journal of Service Research, 13, 4-36.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. doi:10.1007/s11747-016-0485-6.
Park, J.-S., & Ha, S. (2020). The Role of Brand Page Experiences on Consumer Engagement in Social Media. Journal of the Korean Society of Clothing and Textiles, 44(03), 499–515. https://doi.org/10.5850/jksct.2020.44.3.499.
Pedeliento, G., Andreini, D., Bergamaschi, M., & Salo, J. (2016). Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 53, 194–206. doi:10.1016/j.indmarman.2015.06.007.
Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021). Certainty in Language Increases Consumer Engagement on Social Media. Journal of Interactive Marketing, 53, 32–46. doi:10.1016/j.intmar.2020.06.005.
Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business Review Press. Strategy & Leadership, 32(3), 4–9.
Prentice, C., & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement – The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325–332. https://doi.org/10.1016/j.jretconser.2018.05.003.
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50–59. doi:10.1016/j.jretconser.2019.04.020.
Rahman, M., Bose, S., Babu, M. M., Dey, B. L., Roy, S. K., & Binsardi, B. (2019). Value co-creation as a dialectical process: Study in Bangladesh and Indian Province of West Bengal. Information Systems Frontiers, 21(3), 527–545.
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job Engagement: Antecedents and Effects on Job Performance. Academy of Management Journal, 53(3), 617–635. doi:10.5465/amj.2010.51468988.
Roy, S.K., Shekhar, V., Lassar, W.M., & Chen, T. (2018). Customer engagement behaviors: the role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, 293-304. https://doi.org/10.1016/j.jretconser.2018.07.018.
Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30(3), 385-404. https://doi.org/10.1086/378616.
Schmitt, B. H., & Rogers, D. L. (2008). Handbook on Brand and Experience Management, Edward Elgar.
Scolere, L., Pruchniewska, U., & Duffy, B.E. (2018). Constructing the platform-specific self-Brand: the labor of social media promotion. Social Media 1 Society, 4(3). doi: 10.1177/2056305118784768.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.
Statista. (2019). Statistics and market data about the Internet. Retrieved from https://www.statista.com/markets/424/internet .
Steensen, S., Ferrer-Conill, R., & Peters, C. (2020). (Against a) Theory of Audience Engagement with News. Journalism Studies, 21(12), 1–19. doi:10.1080/1461670x.2020.1788414.
Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social media analytics—Challenges in topic discovery, data collection, and data preparation. International Journal of Information Management, 39, 156–168. https://doi.org/10.1016/j.ijinfomgt.2017.12.002.
Tunca, B. (2019). Consumer Brand Engagement in Social Media: A Pre-Registered Replication. Journal of Empirical Generalisations in Marketing Science, 19(1), 1-20.
Van Tonder, E., Saunders, S. G., Lisita, I. T., & de Beer, L. T. (2018). The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model. Journal of Retailing and Consumer Services, 45, 92–102. doi:10.1016/j.jretconser.2018.08.011.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145. https://doi.org/10.2753/MTP1069-6679200201.
Vivek, S.D. (2009). A scale of consumer engagement (Doctoral dissertation, The University of Alabama TUSCALOOSA).
Yang, S., Lin, S., Carlson, J. R., & Ross, W. T. (2016). Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness? Journal of Marketing Management, 32(5-6), 526–557. doi:10.1080/0267257x.2016.1143863.
Yen, C.-H., Teng, H.-Y., & Tzeng, J.-C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514. doi:10.1016/j.ijhm.2020.102514.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. doi:10.1016/j.jbusres.2012.02.026.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. doi:10.1016/s0148-2963(99)00098-3.
Zaidun, N. A., Muda, M., & Hashim, N. H. (2021). The Relationship between Customer Brand Engagement and Brand Loyalty for Local Car Brands in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(6), 648–668.
Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: mediating effect of customer value creation. Int. J. Inf. Manage. 37 (3), 229–240.
مدیریت بازرگانی
دوره 14، شماره 3
1401
صفحه 379-400

فایل ها

هم رسانی

ارجاع به این مقاله

آمار