投资关系对社交媒体投资结果影响的视角

IF 2.3 Q3 BUSINESS Global Business Review Pub Date : 2023-08-30 DOI:10.1177/09721509231187496
Modimpally Radhika, P. K. Reddy, V. S. Prasad
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引用次数: 0

摘要

社交媒体的兴起对传统媒体产生了影响,因为它为个人提供了一个参与营销和投资活动的平台。这篇文章探讨了大多数公司使用社交媒体作为一种营销工具,真正有助于建立和保持与投资者的关系。目前,社交媒体为投资者和公司提供了建立关系的机会。社交媒体确实被认为是对人际关系的投资,通过执行关系质量,衡量它如何影响满足感、口碑和信任等行为。机构和金融投资者都强调有效利用社交媒体营销。采用在线调查的方式,达到目标人群。采用验证性因子分析(Confirmatory factor analysis, CFA)评估各成分的信度,采用Cronbach alpha检验、相关系数、因子分析精度的KMO和Varimax枢轴,所有这些都与7个不同的参数和27个维度有关。研究结果显示,在社交媒体上关注一家公司的投资者更有可能对该公司感到满意、信任,并希望将其推荐给非关注者。此外,他们在人际关系中感受到更高层次的承诺和卓越。综上所述,这些结果表明,社交媒体可能会对关键的关系营销变量产生影响,从而导致更多的关系客户。
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A Perspective of Investment Relationship on Effects of Social Media Investment Outcomes
The rise of social media has had an impact on conventional media since it has given individuals a platform to engage in marketing and investment activities. This article examines about the majority of firms use social media as a marketing tool genuinely aids in establishing and keeping relationships with investors. Currently, social media facilitates investors as well as companies an opportunity to establish relationships. Social media truly considered an investment in relationships, and by means of the execution of relationship quality, it is measured for how it influences behaviours such as fulfilment, word-of-mouth and trust. Both institutions and financial investors emphasize the effective use of social media marketing. Online survey mode was used to reach target group of respondents. Confirmatory factor analysis (CFA) was used to assess the reliability of each component using the Cronbach alpha test, correlation, KMO for the precision of the factor analysis and pivot of the Varimax, all of which were related to seven distinct parameters and 27 dimensions. Research results show that investors who follow a company on social media are more likely to be satisfied, to trust it and to want to recommend it to non-followers. Additionally, they perceive higher levels of commitment and excellence in relationships. Together, these results show that social media is likely to have an effect on crucial relationship marketing variables that lead to more relational clients.
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来源期刊
CiteScore
7.10
自引率
12.50%
发文量
107
期刊介绍: Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.
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