孟加拉国银行业社交媒体营销努力与整体品牌资产之间的联系:适度中介模型的测试

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2022-02-28 DOI:10.1080/15332861.2022.2042968
M. Hafez
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引用次数: 3

摘要

摘要在市场营销5.0时代,塑造良好的品牌态度并用银行品牌吸引消费者已成为银行营销人员提高整体品牌资产的最关键和最具挑战性的任务。先前的研究并没有表明社交媒体营销如何有效地提高金融服务业的整体品牌资产。针对这一差距,本研究旨在检验社交媒体营销努力(SMME)如何通过孟加拉国银行业的消费者品牌参与度(CBE)和品牌态度(BAtt)影响整体品牌资产(OBE)。此外,品牌信任(BT)作为SMME和CBE的调节因子进行了测试。这些数据是通过系统抽样方法从孟加拉国263名银行消费者中获得的自我管理问卷。结构方程建模(SEM)用于研究假设的关系。结果表明,SMM的努力直接影响CBE和BAtt。CBE和BAtt部分介导SMME和OBE之间的关系。此外,研究结果证实了品牌信任对SMME和CBE之间联系的调节作用。这项研究的结果为从社交媒体营销的角度建立整体品牌资产提供了重要启示,尤其是对银行业。
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The Nexus Between Social Media Marketing Efforts and Overall Brand Equity in the Banking Sector in Bangladesh: Testing a Moderated Mediation Model
Abstract In the era of Marketing 5.0, crafting a favorable brand attitude and engaging consumers with a banking brand has become the most critical and challenging task for bank marketers to enhance overall brand equity. Previous research did not suggest how effectively social media marketing efforts enhance overall brand equity in the financial service sector. In response to this gap, this study aims to examine how social media marketing efforts (SMME) influence overall brand equity (OBE) through consumer brand engagement (CBE) and brand attitude (BAtt) in the banking sector in Bangladesh. Furthermore, brand trust (BT) is tested as a moderator of SMME and CBE. The data were obtained by a self-administered questionnaire from a total of 263 banking consumers in Bangladesh using a systematic sampling method. Structural equation modeling (SEM) was used to investigate hypothesized relationships. The results indicated that SMM efforts directly influence CBE and BAtt. CBE and BAtt partially mediate the relationship between SMME and OBE. Moreover, the results confirmed the moderating role of brand trust on the link between SMME and CBE. The findings of this research offer significant implications for building overall brand equity in the social media marketing perspective, particularly for the banking sector.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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