| مشخصات مقاله | |
| ترجمه عنوان مقاله | حرف زدن با عقل و احساس: تاثیر ویژگی های زبانشناسی بر مشارکت برند B2B در رسانه های اجتماعی |
| عنوان انگلیسی مقاله | Speak to head and heart: The effects of linguistic features on B2B brand engagement on social media |
| انتشار | مقاله سال 2021 |
| تعداد صفحات مقاله انگلیسی | 15 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 List – JCR |
| نوع مقاله | ISI |
| فرمت مقاله انگلیسی | |
| ایمپکت فاکتور(IF) |
6.960 در سال 2020 |
| شاخص H_index | 136 در سال 2020 |
| شاخص SJR | 2.022 در سال 2020 |
| شناسه ISSN | 0019-8501 |
| شاخص Quartile (چارک) | Q1 در سال 2020 |
| فرضیه | دارد، بخش 3. صفحه 4 |
| مدل مفهومی | دارد، تصویر 1 صفحه 4 |
| پرسشنامه | ندارد |
| متغیر | دارد، بخش 4.2. Measurement صفحه 7 |
| رفرنس | دارد |
| رشته های مرتبط | مدیریت |
| گرایش های مرتبط | بازاریابی، مدیریت کسب و کار |
| نوع ارائه مقاله |
ژورنال |
| مجله | مدیریت بازاریابی صنعتی – Industrial Marketing Management |
| دانشگاه | Xiasha University Town, China |
| کلمات کلیدی | مشارکت برند، بازاریابی B2B، رسانه های اجتماعی، زبانشناسی برند |
| کلمات کلیدی انگلیسی | Brand engagement, B2B marketing, Social media, Brand linguistics |
| شناسه دیجیتال – doi |
https://doi.org/10.1016/j.indmarman.2021.09.005 |
| کد محصول | E15793 |
| وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
| دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
| سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
| فهرست مطالب مقاله: |
| Abstract Keywords Introduction Theoretical background Conceptual framework and hypotheses development Methodology Results Discussion Appendix A. Sample description References |
| بخشی از متن مقاله: |
| ABSTRACT Brand engagement on social media increasingly draws B2B brands’ attention as it may produce positive WOM and bring branding and financial benefits. However, B2B marketers face challenges in creating compelling brand posts on social media. Beyond ‘knowing what to post’, what is even more challenging for B2B marketers is a lack of knowledge of ‘knowing how to communicate’, i.e., knowing how to design the non-informational cues in brand posts to stimulate brand engagement and generate social media WOM. This research makes initial attempts to address this gap by investigating the impacts of post language on B2B brand engagement on social media. Building on the model of B2B effective communication and theories in linguistics, we identify six linguistic features (i.e., post length, language complexity, visual complexity, emotional cues, interpersonal cues, and multimodal cues in rich media) that influence brand engagement, captured using Twitter likes and retweets. Through analyzing 229,272 tweets collected from 156 B2B brands in 10 industries, we found that, in general, linguistic features that facilitate the central or peripheral route processing will have positive effects, while those that hinder the processing will have negative impacts on brand engagement. This research contributes to our knowledge of B2B social media communication by revealing the power of brand language in driving brand engagement and introducing linguistics as a valuable conceptual lens for maximizing the benefits of B2B marketing content on social media. This research also highlights the interpretative nature of social media communication – B2B brands must go beyond the content purpose and strategy decisions to consider the specific language use and communication style of the message. Introduction Business-to-business (B2B) firms are increasingly embracing social media for their marketing activities. According to a recent report, social media has surpassed email, brand websites and blogs and become the top channel for marketing content distribution (Content Marketing Institute, 2021). As for paid content distribution, 83% of B2B marketers used social media advertising or promoted posts in 2020, rising from 60% in 2019 (Content Marketing Institute, 2021).. As for paid content distribution, 83% of B2B marketers used social media advertising or promoted posts in 2020, rising from 60% in 2019 (Content Marketing Institute, 2021). It has been reported that 75% of B2B buyers and 84% of C-level or vice-president level buyers are influenced by social media when making purchasing decisions (Articulate, 2019). |