社交媒体营销,顾客对商店的喜爱和忠诚度

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2021-12-06 DOI:10.1108/mip-05-2021-0164
R. Ahmed
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引用次数: 5

摘要

目的本研究旨在探讨杂货零售业中社会化媒体营销活动(SMMA)对购物者爱店行为的影响,以及爱店行为对商店忠诚度的影响。此外,本研究还探讨了店铺爱与社交媒体使用强度(SMUI)的中介和调节作用。设计/方法/方法在挪威的杂货店购物者和社交媒体用户中进行了一项调查。采用偏最小二乘结构方程模型(PLS-SEM)对177份有效问卷进行分析。研究发现SMMA会影响顾客对商店的喜爱,而顾客对商店的喜爱又会影响顾客对商店的忠诚度。门店爱在SMMA与门店忠诚之间起中介作用。SMUI正向调节SMMA与店面爱的关系;然而,店爱与店忠诚之间的关系不受SMUI的调节。尽管横断面研究的普遍性有限,但本研究为杂货零售的知识体系提供了文献补充,并加强了认知评价理论(CAT)和依恋理论(AT)。实际意义本研究的发现将有助于杂货购物者、商店经理和杂货连锁店营销人员理解SMMA在与杂货店建立情感依恋中的作用,并有助于做出更好的决策。原创性/价值本研究首次将原创性/价值作为杂货零售中原创性/价值、店爱和店忠诚之间关系的调节因子。本研究还通过强调店爱的中介作用,对SMMA与门店忠诚度之间的关系提出了新的解释。
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Social media marketing, shoppers' store love and loyalty
PurposeThis study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover, it explores the mediating and moderating role of store love and social media usage intensity (SMUI).Design/methodology/approachA survey was conducted among grocery shoppers and social media users in Norway. A total of 177 valid responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe study discovered that SMMA impacts store love, and store love affects store loyalty. Store love serves as a mediator between SMMA and store loyalty. SMUI positively moderates the relationship between SMMA and store love; however, the relationship between store love and store loyalty is not moderated by SMUI.Research limitations/implicationsDespite having limited generalizability from a cross-sectional study, this study provides literary additions to the body of knowledge in grocery retail and enhances the cognitive appraisal theory (CAT) and the attachment theory (AT).Practical implicationsThe findings of this study will help grocery shoppers, store managers and grocery chain marketers to comprehend the role of SMMA in building emotional attachment with a grocery store and help make better decisions.Originality/valueFor the first time, this study incorporated SMUI as a moderator in the relationship between SMMA, store love and store loyalty in grocery retail. The study also proposes a new explanation for the relationship between SMMA and store loyalty by highlighting the mediating role of store love.
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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