社交媒体参与建立客户参与和共同创造行为的动力:品牌互动性的调节作用

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-03-20 DOI:10.1108/apjml-08-2023-0754
Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, Imran Khan
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引用次数: 0

摘要

目的我们从自我一致性理论(SCT)和服务主导逻辑(SDL)的角度出发,建立了一个模型来研究社交媒体参与(SMI)、自我品牌一致性(SBC)、顾客-品牌参与(CBE)、品牌共创行为(BCB)、品牌互动性和豪华服务型酒店品牌的行为意向(BIN)之间的关系。研究结果研究结果表明,SBC 和 SMI 对 CBE、BCB 和行为意向有积极影响。研究结果还揭示了 SMI 和 SBC 通过 CBE 的中介作用对顾客的 BCB 和行为意向产生的间接影响。最后,研究结果探讨了品牌互动性的调节作用,以增强模型的解释力。本研究为现有的市场营销和酒店管理研究做出了贡献,并为进一步的研究提供了丰富的机会。本研究文章有助于营销人员理解基于 CBE 的前因后果,并促进他们提高 CBE、BCB 和行为意向。
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Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity

Purpose

Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.

Design/methodology/approach

We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.

Findings

The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.

Research limitations/implications

We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.

Practical implications

The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.

Originality/value

While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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