مشخصات مقاله | |
ترجمه عنوان مقاله | نحوه تکامل مشارکت مصرف کننده زمانی که برندها در چندین رسانه اجتماعی پست می شوند |
عنوان انگلیسی مقاله | How does consumer engagement evolve when brands post across multiple social media? |
انتشار | مقاله سال ۲۰۲۱ |
تعداد صفحات مقاله انگلیسی | ۱۸ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه اسپرینگر |
نوع نگارش مقاله |
مقاله پژوهشی (Research article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | ISC – JCR – Master Journal List – Scopus |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۷٫۶۸۷ در سال ۲۰۲۰ |
شاخص H_index | ۱۷۰ در سال ۲۰۲۱ |
شاخص SJR | ۵٫۵۱۲ در سال ۲۰۲۰ |
شناسه ISSN | ۱۵۵۲-۷۸۲۴ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۲۰ |
فرضیه | ندارد |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی، مدیریت کسب و کار، مدیریت فناوری اطلاعات |
نوع ارائه مقاله |
ژورنال |
مجله / کنفرانس | مجله آکادمی علوم بازاریابی- Journal of the Academy of Marketing Science |
دانشگاه | University of California-Davis, USA |
کلمات کلیدی | مشارکت مصرف کننده، پلتفرم های چندگانه رسانه های اجتماعی، تخصیص منابع، مدل حالت فضای چند متغیره پویا، فیسبوک، اینستاگرام، توییتر، یوتیوب |
کلمات کلیدی انگلیسی | Consumer engagement . Multiple social media platforms . Resource allocation . Dynamic multivariate state space model . Facebook . Instagram . Twitter . Youtube |
شناسه دیجیتال – doi |
https://doi.org/10.1007/s11747-021-00785-z |
کد محصول | E15795 |
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 Introduction Conceptual framework Data and model development Results Managerial implications Conclusions and future research Notes References Acknowledgements Author information Additional information Rights and permissions About this article |
بخشی از متن مقاله: |
Abstract Brands allocate their social media advertising across multiple platforms such as Facebook, Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand communications on one platform could generate engagement within the same platform (direct effects) and potentially impact engagement with the brand on the other platforms (spillover effects). Additionally, past engagement with a post on a platform could sustain into the future, thereby improving the longevity of posts (carryover effects). These effects could also vary across platforms. Drawing on recent advertising literature, the authors propose and test differential carryover, spillover, and direct effects within and across social media. The empirical analysis indicates that these effects exist and are significant, supporting the propositions presented. The analysis provides generalizable guidelines to social media marketers on the effectiveness of the various platforms at sustaining a post and at creating direct and spillover effects across other platforms. Finally, the study also exemplifies a resource allocation model for brands to use when allocating their efforts across the various social media platforms to maximize both consumer engagement and the firm’s return on social media investment. Introduction Consumers engage with brand communications across multiple social media platforms, such as Facebook, Twitter, and Instagram. To manage these engagements, brands employ a multi-platform social media strategy where they create and distribute branded content for and across these multiple platforms. Often consumer engagement with content posted on one of these platforms impacts engagement with the brand on the other platforms. For example, Fig. 1 shows how Disney’s post on Facebook or YouTube could lead to engagement with the brand’s page, “handle,” or content on Twitter (see Fig. 1). Prior research in marketing has shown that multi-channel marketing influences behavior both within a single channel as well as across channels. For example, several studies observe spillover effects of advertising across multiple media (Assael 2011; Naik and Raman 2003; Naik and Peters 2009; Sridhar et al. 2011) when brands use more than one medium to advertise. These spillovers are found to augment the direct media effects and affect multiple outcomes of brand interest such as awareness, brand value, and sales. Thus the influence of brand communications initiated in one medium carries over to other media (similar to an echo) and can have prolonged impact in the other media in the subsequent periods, i.e., past engagement affects future engagements (Hewett et al. 2016). Even though this effect has been established across media and digital ad platforms (Bruce, Murthi and Rao 2017), to the best of our knowledge, no study explores such interdependencies across multiple social media platforms in the brand’s portfolio. |