مقاله انگلیسی رایگان در مورد انگیزه مشتریان برای تعامل با برندهای لوکس در رسانه های اجتماعی – الزویر ۲۰۲۰

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مشخصات مقاله
ترجمه عنوان مقاله انگیزه مشتریان برای تعامل با برندهای لوکس در رسانه های اجتماعی
عنوان انگلیسی مقاله Customers’ motivation to engage with luxury brands on social media
انتشار مقاله سال ۲۰۲۰
تعداد صفحات مقاله انگلیسی ۱۳ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس نمیباشد
نمایه (index) Scopus – Master Journals List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۵٫۳۵۲ در سال ۲۰۱۹
شاخص H_index ۱۵۸ در سال ۲۰۲۰
شاخص SJR ۱٫۶۸۴ در سال ۲۰۱۹
شناسه ISSN ۰۱۴۸-۲۹۶۳
شاخص Quartile (چارک) Q1 در سال ۲۰۱۹
مدل مفهومی ندارد
پرسشنامه دارد
متغیر ندارد
رفرنس ندارد
رشته های مرتبط مدیریت
گرایش های مرتبط مدیریت کسب و کار، بازاریابی، مدیریت بازرگانی، مدیریت فناوری اطلاعات، مدیریت عملکرد
نوع ارائه مقاله
ژورنال
مجله  تحقیقات کسب و کار – Journal Of Business Research
دانشگاه Newcastle University Business School, Newcastle University, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom
کلمات کلیدی مشارکت مشتری، انگیزه، رسانه های اجتماعی، مارک های لوکس، تحقیقات کیفی
کلمات کلیدی انگلیسی Customer engagement، Motivation، Social media، Luxury brands، Qualitative research
شناسه دیجیتال – doi
https://doi.org/10.1016/j.jbusres.2020.02.032
کد محصول E14816
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract

۱- Introduction

۲- Literature review

۳- Methodology

۴- Findings

۵- Discussion

۶- Theoretical implications

۷- Managerial implications

۸- Limitations and future research

References

بخشی از متن مقاله:

Abstract

Customers engaging with brands on social media is critical to social media managers; however, there is still a lack of in-depth studies on the drivers of consumers’ engagement with luxury brands. Drawing on 25 semi-structured interviews with customers following luxury brands in social media, this study explores what motivates customers to engage with luxury brands on social media. This research develops a theoretical framework for the motivations of customers’ cognitive, emotional and behavioral engagement with luxury brands. The study identifies 13 motivations grouped into six macro-dimensions: perceived content relevancy (brand news, post quality, and celebrity endorsement), brand-customer relationship (brand love, and brand ethereality), hedonic (entertainment), aesthetic (design appeal), socio-psychological (actual self-congruency, status signaling, and enhance and maintain face), brand equity (perceived brand quality), and technology factors (ease of use and convenience). This study helps marketing managers of luxury brands to understand how they can improve engagement with their customers.

Introduction

Through Social Media (SM), consumers are able to connect and interact with their favorite brands and share messages with friends, peers, and acquaintances. SM is thus transforming consumers from passive recipients of marketing communications to influencers and active creators by shifting some marketing power over brands to consumers (Berthon, Pitt, Plangger, & Shapiro, 2012). The proliferation and widespread use of SM platforms creates a whole new opportunity for firms, the content they generate on SM enhances customers’ spending, cross-buying, profitability and relationships (Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016). After initial fears that SM could negatively affect their prestigious nature, luxury brands are increasingly using and investing in SM (Phan, Thomas, & Heine, 2011). Luxury brands use SM platforms to enhance brand attitude and loyalty (Kim & Lee, 2019). Estée Lauder attributed recent sales growth to a “creative approach to digital engagement, particularly across social media” (Deloitte, 2017). Luxury brands like Burberry, Tiffany, and Louis Vuitton have turned to SM and regularly share pictures and videos of fashion shows or photo shoots. According to McKinsey & Company (2018), the total global luxury market is worth €۲۵۴ billion, 80% of which is influenced by digital technology, with online’s share of luxury sales expected to reach 20% by 2025. A report reveals that consumer engagement in digital environments will drive growth of luxury brands and retailers (BCG & Altagamma, 2019). Nowadays, luxury brands are sought, experienced, and purchased in very different ways than they were in the past; consumers, especially Millennials, expect efficient e-commerce websites, engaging and exciting interactions on SM, and multiple channels through which to interact with brands (Abtan, Barton, Bonelli, Gurzki, Mei-Pochtler, Pianon, & Tsusaka, 2016). Scholars have identified several benefits that SM can provide to marketers including: stimulating purchase intention, electronic wordof-mouth and loyalty (Lipsman, Mudd, Rich, & Bruich, 2012), positively affecting customer-product, customer-brand, customer-company and customer-other customers relationships (Laroche, Habibi, & Richard, 2013), and leading to improved brand performance, retailer performance, and consumer–retailer loyalty (Rapp, Beitelspacher, Grewal, & Hughes, 2013). SM can also enable firms to better understand their customers, improving relationships and loyalty (Barreda, Bilgihan, Nusair, & Okumus, 2015), as well as acting as a means for responding to customers’ complaints (Tsimonis & Dimitriadis, 2014). Moreover, using SM can enhance the credibility of marketing at a time when consumers are increasingly skeptical about traditional advertising; for instance the message of an engaged consumer is believed to be twenty-two times more persuasive than a marketer’s message (Goh, Heng, & Lin, 2013).

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