مقاله انگلیسی رایگان در مورد اثرات منفی بازاریابی رسانه های اجتماعی بر درک ارزش برندهای مد لوکس – الزویر ۲۰۱۸

مقاله انگلیسی رایگان در مورد اثرات منفی بازاریابی رسانه های اجتماعی بر درک ارزش برندهای مد لوکس – الزویر ۲۰۱۸

 

مشخصات مقاله
ترجمه عنوان مقاله اثرات منفی بازاریابی رسانه های اجتماعی بر روی درک ارزش برندهای مد لوکس
عنوان انگلیسی مقاله “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands
انتشار مقاله سال ۲۰۱۸
تعداد صفحات مقاله انگلیسی ۱۴ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله مقاله پژوهشی (Research article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) scopus – master journals – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF) ۲٫۵۰۹ در سال ۲۰۱۷
شاخص H_index ۱۴۴ در سال ۲۰۱۸
شاخص SJR ۱٫۲۶ در سال ۲۰۱۸
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی و تجارت الکترونیک
نوع ارائه مقاله ژورنال
مجله / کنفرانس مجله تحقیقات تجاری – Journal of Business Research
دانشگاه Susquehanna University – University Ave – United States of America
کلمات کلیدی برندهای لوکس، بازاریابی رسانه های اجتماعی، فاصله روحی، مشارکت مصرف کننده، ادراکات ارزشی، تضعیف برند
کلمات کلیدی انگلیسی Luxury brands, Social media marketing, Psychological distance, Consumer engagement, Value perceptions, Brand dilution
شناسه دیجیتال – doi
https://doi.org/10.1016/j.jbusres.2018.07.026
کد محصول E9739
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فهرست مطالب مقاله:
Abstract
Keywords
۱ Introduction
۲ Literature review and hypotheses
۳ Study 1
۴ Study 2
۵ Study 3
۶ General discussion
Appendix A. Manipulations in Study 2
Appendix B. Scenarios and manipulations in Study 3
References

بخشی از متن مقاله:
ABSTRACT

In light of the growing concern about brand dilution of luxury brands on social media, the purpose of this research was to examine the impact of brand-consumer engagement on value perceptions of luxury fashion brands within the context of social media marketing. The result of Study 1 demonstrated that luxury brands were inherently psychologically distant than mainstream brands. The results of Study 2 and Study 3 showed that a luxury brand with a high level (vs. low level) of brand-consumer engagement resulted lower value perceptions (i.e., social, uniqueness, and quality value perceptions) of the brand, and such relationships were mediated by decreased psychological distance. This research provides important implications for luxury brand managers and scholars that luxury fashion brands should maintain psychological distance on social media to protect the core value perceptions of the brands.

Introduction

Social media refers to Internet-based platforms which aim to enable user interactions such as creating and sharing information and discussing ideas (Kaplan & Haenlein, 2010). Social media has become a powerful marketing tool for brand managers because of its interactive nature. Brands engage with consumers on social media by responding to consumers’ posts and encouraging user-participation. According to a report by Schneider (2015), leading brands respond to about 60% of consumers’ tweets on Twitter. Luxury brands also have increasingly utilized social media to engage in two-way communications with consumers (Kim & Ko, 2012). Among luxury brands, Coach and Karen Millen encourage consumers to upload photos of their products with hashtag on social media and feature consumer photos on their websites. Also, Cartier actively responds to consumers’ questions and engages in conversations with consumers on its Facebook brand page. A growing number of general brand studies have documented positive outcomes of brand-consumer engagement on social media. For example, Schivinski and Dabrowski (2016) found that user-generated social media brand communications positively influenced brand loyalty and perceived brand quality. Similarly, Labrecque (2014) found that brand-user engagement increased loyalty intentions and willingness to provide information to the brand. Despite the positive outcomes of brand-consumer engagement on social media documented in the literature, an important question still remains: Is a high level of brand-consumer engagement always beneficial to luxury brands? It is clear that the fundamental concepts of social media and luxury contradict each other: social media is inclusive, interactive, accessible, and designed for the masses, while luxury is exclusive, controlled, and intended for a selected group of wealthy consumers (Desai, 2016; Reed, 2015). Therefore, social media, characterized by interactivity and accessibility, may damage the core meaning of exclusivity inherently embedded in a luxury brand. In line with this perspective, previous researchers have raised concern about the risks of brand dilution of luxury brands on social media (BlascoArcas, Holmqvist, & Vignolles, 2016; Tungate, 2009). However, most of empirical studies have focused on the positive effects of social media on luxury brands (e.g., Chu, Kamal, & Kim, 2013; Kim & Ko, 2012), and the critical issue of how social media may backfire in the context of luxury brands has received little attention. Considering the possible long-term impact of brand dilution, it is imperative to investigate the possible negative impact of social media marketing on value perceptions of luxury brands and the underlying mechanism of the effect. This information could deepen our understanding of the factors that influence luxury brands on social media and generate strategic guidelines for luxury brand managers to protect their brand reputation while taking advantage of social media marketing.

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