Do green practices and green image promote consumers’ participation in social network sites (SNS)?

IF 11.9 1区 管理学 Q1 BUSINESS Journal of Hospitality Marketing & Management Pub Date : 2023-03-24 DOI:10.1080/19368623.2023.2191595
Byung-Kwan Cho, Jeong-Yeol Park, Y. Lee
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引用次数: 2

Abstract

ABSTRACT This study attempts to understand how green practices and green brand image affect trust, affective commitment, and active participation in social network sites (SNS). Using social exchange theory, social identity theory, and halo effect, the study proposes that green practices and green image will influence relational variables (trust and affective commitment) and active participation in SNS. The data collection was done from members of an online survey panel. We analyzed the data with SmartPLS 4. The study finding shows that green practices have a positive impact on green brand image. Green practices and green brand image are found to positively influence trust, affective commitment, and active participation in SNS. The study finds that affective commitment fully mediates the relationship between trust and active participation in SNS, highlighting the important role of affective commitment in spreading positive word-of-mouth.
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绿色实践和绿色形象是否促进了消费者对社交网站的参与?
摘要本研究试图了解绿色实践和绿色品牌形象如何影响社交网站的信任、情感承诺和积极参与。本研究运用社会交换理论、社会认同理论和光环效应,提出绿色实践和绿色形象会影响关系变量(信任和情感承诺)和SNS的积极参与。数据收集是从一个在线调查小组的成员那里完成的。我们使用SmartPLS 4对数据进行了分析。研究发现,绿色实践对绿色品牌形象有积极影响。绿色实践和绿色品牌形象对信任、情感承诺和积极参与社交网络有积极影响。研究发现,情感承诺完全中介了信任和积极参与社交网络服务之间的关系,突出了情感承诺在传播正面口碑中的重要作用。
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来源期刊
CiteScore
20.90
自引率
6.40%
发文量
33
期刊介绍: The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.
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