衡量社交媒体营销:规模发展和验证

M. Khan, Anisa Jan
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引用次数: 8

摘要

随着社交媒体的发展,世界见证了一场信息爆炸。社交媒体在影响消费者行为方面的作用是巨大的,但在这些领域进行的研究是微不足道的。随着时间的推移,学者们已经确定了不同的变量来研究社交媒体营销,但基于功能的方法只有Babac(社交媒体使用对杂志品牌品牌资产的影响:对土耳其Vogue的定性研究,未发表的硕士论文,2011)和Tresna和Wijaya (iBuss Management, 3: 37-48, 2015)进行了研究。Tresna和Wijaya (iBuss Management, 3: 37-48, 2015)的研究是基于Instagram的,因此,他们的量表不能用于Facebook,因为网站功能的差异。大多数社交媒体营销活动都是在Facebook上进行的,为了衡量这些营销努力,需要一个研究工具。因此,本研究试图开发一个衡量量表来评估社交媒体功能的影响。为了确定社交媒体的影响因素,在SPSS 20中对122名受访者进行了探索性因素分析(EFA)。全民教育对34个项目进行了评估,第一轮剔除了7个项目。在第二轮全民教育评估中,对剩下的27个项目进行了评估,其中5个项目被放弃。第三次运行EFA时,22个项目在社交媒体的7个因素上均加载良好,累积方差为82.95%。采用高于阈值的Cronbach’s alpha检验量表的信度。此外,还对量表进行了收敛效度和判别效度的测试,结果表明该量表具有积极的效果。因此,22项量表测量社交媒体网站的七个功能被发现是可靠和有效的。本研究的独特之处在于,开发了一种测量量表来调查Facebook社交媒体功能的影响。之前的研究是基于Instagram的,只测量了6个功能,而这项研究通过提供一个完整的尺度来测量社交媒体的7个功能,填补了这一空白。该量表可以进一步用于研究这七个功能对消费者品牌资产、购买意愿和品牌体验各维度的影响。
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A Measure of Social Media Marketing: Scale Development and Validation
With the evolution of social media the world has witnessed an information explosion. The role of social media in influencing the consumer behavior is huge, but the studies conducted in these areas are insignificant. Scholars have identified different variables over time to study social media marketing, but functionality-based approach was only investigated by Babac (Impact of social-media use on brand equity of magazine brands: A qualitative study of Vogue Turkey, Unpublished Master’s thesis, 2011) and Tresna and Wijaya (iBuss Management, 3: 37–48, 2015). Tresna and Wijaya’s (iBuss Management, 3: 37–48, 2015) study was based on Instagram, therefore, their scale could not be used for Facebook, because of the difference in website functionalities. Most of the social media marketing activities are carried on Facebook and to measure these marketing efforts a research instrument is needed. Therefore, this study is an attempt to develop a measurement scale to assess the influence of social media functionalities. In order to identify the factors of social media, exploratory factor analysis (EFA) was run on a sample of 122 respondents in SPSS 20. EFA was run on 34 items and seven items were removed in the first round. In the second round EFA was run on the remaining 27 items and five items were dropped. Third time when EFA was run, all 22 items loaded well on the seven factors of social media with a cumulative variance of 82.95 percent. The scales reliability was tested by using Cronbach’s alpha which was above the threshold. Further the scale was also tested for convergent and discriminant validity, that indicated positive results. Therefore, 22 items scale to measure seven functionalities of social media websites was found to be reliable and valid. This study is unique because, a measurement scale to investigate the influence of social media functionalities of Facebook is developed. Previous study was based on Instagram and only six functionalities were measured, whereas this study has filled that gap by providing a full-fledged scale to measure the seven functionalities of social media. This scale can be further used to study the impact of these seven functionalities on various dimensions of consumer-based brand equity, purchase intentions, and brand experience.
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