Online Value Propositions and Customer Behaviour Inside and Outside Brand Communities: A Study in a Chinese Social Media Context
Online Value Propositions and Customer Behaviour Inside and Outside Brand Communities: A Study in a Chinese Social Media Context
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发表时间：
2017
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通讯作者：
M. Tate;Tony Jing;Hongzhi Gao;D. Johnstone;Syahida Hassan
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作者：
M. Tate;Tony Jing;Hongzhi Gao;D. Johnstone;Syahida Hassan
社交媒体策略的目标可以是获取客户或保留客户。在本研究中，我们使用对品牌内容的“评论”和“喜欢”反应作为参与“品牌内部”行为的意愿的代理，以加强客户忠诚度，并使用“转发”作为在品牌社区之外分享品牌相关内容的意愿的代理。我们假设，来自品牌的功能性价值主张更有可能导致“品牌内”行为，而象征性价值主张更有可能与“品牌外”行为相关，而情感价值主张与这两种行为相关。我们根据所提供的价值主张类型对来自一系列品牌的社交媒体帖子进行编码，并使用多元回归评估我们的模型。我们的研究结果表明，“评论”、“喜欢”和“转发”可以作为参与不同类型品牌相关行为的意愿的代理。社交媒体策略的目标可以是获取客户或保留客户。在本研究中，我们使用对品牌内容的“评论”和“喜欢”反应作为参与“品牌内部”行为的意愿的代理，以加强客户忠诚度，并使用“转发”作为在品牌社区之外分享品牌相关内容的意愿的代理。我们假设，来自品牌的功能性价值主张更有可能导致“品牌内”行为，而象征性价值主张更有可能与“品牌外”行为相关，而情感价值主张与这两种行为相关。我们根据所提供的价值主张类型对来自一系列品牌的社交媒体帖子进行编码，并使用多元回归评估我们的模型。我们的研究结果表明，“评论”、“喜欢”和“转发”可以作为参与不同类型品牌相关行为的意愿的代理。
Social media strategies can be aimed at customer acquisition or customer retention.In this study we use “comment” and “like” responses to brand content as proxies for willingness to engage in “within brand” behaviour that reinforces customer loyalty, and “forwarding” as a proxy for willingness to share brand-related content outside the brand community. We hypothesize that functional value propositions from brands are more likely to result in “within brand” behaviour, while symbolic value propositions are more likely to be associated with “outside brand” behaviour, while emotional value propositions are associated with both types of behaviour. We coded social media posts from a range of brands according to the type of value proposition offered, and evaluated our model using multiple regression. Our results suggest that “comments”, “likes” and “forwards” can be used as proxies for willingness to engage in different types of brand-related behaviour. Social media strategies can be aimed at customer acquisition or customer retention.In this study we use “comment” and “like” responses to brand content as proxies for willingness to engage in “within brand” behaviour that reinforces customer loyalty, and “forwarding” as a proxy for willingness to share brand-related content outside the brand community. We hypothesize that functional value propositions from brands are more likely to result in “within brand” behaviour, while symbolic value propositions are more likely to be associated with “outside brand” behaviour, while emotional value propositions are associated with both types of behaviour. We coded social media posts from a range of brands according to the type of value proposition offered, and evaluated our model using multiple regression. Our results suggest that “comments”, “likes” and “forwards” can be used as proxies for willingness to engage in different types of brand-related behavior.