مقاله انگلیسی رایگان در مورد درک تأثیر فعالیتهای بازاریابی رسانه های اجتماعی – الزویر ۲۰۱۹

elsevier

 

مشخصات مقاله
ترجمه عنوان مقاله درک تأثیر فعالیتهای بازاریابی رسانه های اجتماعی: واسطه شناسایی اجتماعی ، ارزش ادراک شده و رضایت
عنوان انگلیسی مقاله Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction
انتشار مقاله سال ۲۰۱۹
تعداد صفحات مقاله انگلیسی ۱۱ 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  PDF
ایمپکت فاکتور(IF)
۴٫۸۵۲ در سال ۲۰۱۸
شاخص H_index ۹۳ در سال ۲۰۱۹
شاخص SJR ۱٫۴۲۲ در سال ۲۰۱۸
شناسه ISSN ۰۰۴۰-۱۶۲۵
شاخص Quartile (چارک) Q1 در سال ۲۰۱۸
مدل مفهومی دارد
پرسشنامه ندارد
متغیر ندارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت فناوری اطلاعات، مدیریت منابع اطلاعاتی، مدیریت کسب و کار
نوع ارائه مقاله
ژورنال
مجله  پیش بینی فن آوری و تحولات اجتماعی – Technological Forecasting and Social Change
دانشگاه  Department of Information Management, National Kaohsiung University of Science and Technology, No. 1, University Rd., Yanchao Dist., Kaohsiung City 824, Taiwan
کلمات کلیدی فعالیت های بازاریابی رسانه های اجتماعی، شناسایی اجتماعی، ارزش ادراک شده، قصد ادامه، قصد مشارکت، قصد خرید
کلمات کلیدی انگلیسی Social media marketing activities، Social identification، Perceived value، Continuance intention، Participation intention، Purchase intention
شناسه دیجیتال – doi
https://doi.org/10.1016/j.techfore.2018.11.025
کد محصول E12606
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 and development of hypotheses

۳- Research method

۴- Data analysis

۵- Discussion

References

 

بخشی از متن مقاله:

Abstract

With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the same time, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing.

Introduction

The rise of social media has reflected people’s need for interpersonal interactions. Social networking sites have brought social activities into the online virtual world. For example, the real-time texting facilitates information sharing and online social contacts among people. This phenomenon suggests companies use social media as an important part of their online marketing strategies. Social media marketing is defined as commercial marketing events or processes that use social media in an attempt to positively influence consumers’ purchase behavior (Dann, 2010). In the face of the rapid rise of virtual community websites, many companies have already begun to think about how to rely on such sites to deepen their communications and interactions with users in order to build a sense of close and friendly relations and form virtual brand communities (Kaplan and Haenlein, 2010; Chen et al., 2014). As the Internet has developed different forms of media and applications over time, it has changed the traditional human interactions of the past and also created new bridges for communication. With the popularity of Internet and mobile technologies and the widespread reliance on online social media brand preferences, the sharing of consumer experiences and brand information has become a new field of brand marketing. Therefore, the development of social groups has become more efficient. Even among group members who have never met each other, a good sense of community can take shape. Communities that collect goods and services of a specific brand are called virtual brand communities. Prahalad and Ramaswamy (2004) suggested that consumers are not only interested in making product purchases; rather, they also want to create experiences with other consumers or experts. Therefore, participation in online communities can lead to a high degree of cohesion among consumers, thereby affecting the market.

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