Source Credibility and Consumers' Responses to Marketer Involvement in Facebook Brand Communities: What Causes Consumers to Engage?
Source Credibility and Consumers' Responses to Marketer Involvement in Facebook Brand Communities: What Causes Consumers to Engage?
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来源可信度和消费者对营销人员参与 Facebook 品牌社区的反应：消费者参与的原因是什么？
DOI：
10.1080/15252019.2016.1223571
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发表时间：
2016
影响因子：
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通讯作者：
Caitlin McLaughlin
中科院分区：
文献类型：
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作者：
Caitlin McLaughlin
摘要本研究探讨了Facebook品牌社区内内容创作者的可信度和受欢迎度的来源可信度方面如何影响品牌社区成员如何应对社区内有说服力的信息。为了衡量这一点，在刺激Facebook品牌社区内操纵营销人员消息的类型和数量，以影响来源的可信度。此外，品牌忠诚度被衡量为来源的可爱性的反映。结果表明，参与者更喜欢询问他们的意见的消息，但没有改变他们的应对策略的基础上的营销职位的数量，这表明，可信度只是轻微的影响说服应对策略。品牌忠诚度，然而，是非常有影响力的一项发现，这表明，可爱有很大的影响社区成员说服应对策略。
ABSTRACT This study examined how the source credibility facets of trustworthiness and likeability of content creators within Facebook brand communities influenced how brand community members coped with persuasive messages within the community. To measure this, the type and number of marketer messages were manipulated within stimuli Facebook brand communities to influence source trustworthiness. In addition, brand loyalty was measured as a reflection of source likeability. Results suggested participants preferred messages asking them for their opinion but did not change their coping strategies based on the number of marketer posts, indicating that trustworthiness was only marginally influential on persuasion coping strategies. Brand loyalty, however, was extremely influential—a finding which indicates that likeability had a large effect on community member persuasion coping strategies.