تأثیر رسانه‌های اجتماعی بر شهرت، تقدس، ارزش ویژه و حمایت از برند: بررسی جدید در دنیای دیجیتال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.

2 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.

چکیده

هدف: رسانه‌های اجتماعی ابزارهای قدرتمندی هستند که به برندها این امکان را می‌دهند تا با مخاطبان خود تعامل کنند. این تعاملات به شهرت و تقدس برند کمک می‌کند و ارزش آن را در نظر مخاطبان افزایش می‌دهد. حمایت از برند نیز، از طریق رسانه‌های اجتماعی تقویت می‌شود. در این مطالعه، تأثیر رسانه‌های اجتماعی بر شهرت، تقدس، ارزش و حمایت از برند در پلتفرم فیلیمو بررسی شده است.
روش: این پژوهش از نظر هدف کاربردی و از نظر نوع، مقطعی و توصیفی ـ هم‌بستگی است و از روش تحلیل مدل‌یابی معادلات ساختاری با کمک نرم‌افزار اس‌پی‌اس‌اس و اسمارت پی‌ال‌اس ۳ بهره می‌برد. نمونه آماری این پژوهش ۱۹۶ نفر از مشتریان اصفهانی پلتفرم فیلیمو است که به‌کمک روش نمونه‌گیری تصادفی ساده انتخاب شدند.
یافته‌ها: نتایج این پژوهش نشان داد که میان رسانه‌های اجتماعی، شهرت، تقدس، ارزش ویژه و حمایت از برند، رابطه مستقیم و معناداری وجود دارد. همچنین نتایج از وجود اثر میانجیگری شهرت، تقدس، ارزش ویژه در رابطه میان رسانه‌های اجتماعی بر حمایت از برند حکایت دارد.
نتیجه‌گیری: استراتژی‌های بازاریابی و ارتباطی فیلیمو، باید به‌گونه‌ای طراحی شوند که احساس علاقه به این برند را القا کنند و آن را به درجۀ بالاتری، یعنی تقدس برسانند. این کار امکان تبدیل مشتری به حامی برند را تقویت می‌کند. همچنین با بازاریابی از طریق رسانه‌های اجتماعی و تسهیل ارتباط و همکاری بین برند فیلیمو و مشتریانشان، می‌توان شهرت، محبوبیت و ارزش این برند را برای مشتریان آن افزایش داد و در نهایت موجب تقویت حمایت از این برند شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Social Media on Reputation, Sanctity, Equity, and Brand Advocacy: A New Investigation in the Digital World

نویسندگان [English]

  • Amirreza Konjkav Monfared 1
  • Amirhosein Esmaeili Esmaeili 2
  • Alie Haqhin 2
1 Associate Prof., Department of Business Management, Faculty of Economics, Management & Accounting, Yazd University, Yazd, Iran.
2 PhD. Candidate, Department of Business Management, Faculty of Economics, Management & Accounting, Yazd University, Yazd, Iran.
چکیده [English]

Objective
Social media is a powerful tool that allows brands to interact with their audience. These interactions can contribute to the reputation and sanctity of the brand and increase its value in the eyes of the audience. Additionally, brand support can be strengthened through social media. The growing technology and impressive influence of the media have led to a global movement. However, one downside of using all kinds of new and interactive media is evident. One of these media that has been gaining momentum in recent years is Video-On-Demand (VOD) services. The activity of these platforms in our country has expanded rapidly in the past years. Among the video-on-demand services operating in Iran, according to reports received, Filimo is the largest platform of Iran's home television network. Social networks allow consumers to create and share self-generated content and enable them to interact with the company and other consumers while using it. Interestingly, the application of such new constructs in the service industry has changed the way consumer behavior is explained. Theorists and academics have shifted their focus from consumer attitudes to consumer emotions. Understanding consumers' emotions is crucial because most of them are driven by them. Love, hate, passion, jealousy, and intimacy have a vital place in the study of branding. The findings of this study are expected to contribute to the literature related to the effectiveness of social media marketing in creating brand support through brand reputation, sanctity, and brand equity. Since among the conducted research, a comprehensive model regarding these five variables has not been presented, but both variables have been investigated separately and their relationship with each other has been explored; therefore, these five variables together have been the basis of the current research. There is a research gap to investigate this issue. Therefore, in this study, the impact of social media on brand support was measured through the mediation of reputation, sanctity, and special value of the brand among the customers of the Filmo platform.
Research Methodology
This research is applied in terms of its purpose, and in terms of type, it is cross-sectional and descriptive. It uses the structural equation modeling analysis method with the help of SPSS and Smart PLS3 software. The statistical sample of this research consisted of 196 Isfahan customers of the Filmo platform who were selected using a simple random sampling method. The validity of the questionnaire has been evaluated and confirmed through content and construct validity. To measure the content validity of the tool, the opinions of professors and knowledgeable experts have been used. To measure construct validity, the model of structural equations of convergent and divergent validity has been used. In order to determine convergent validity, the average standard deviation index was extracted. To measure divergent validity, the root mean index of the extracted variance has been used. Cronbach's alpha and composite reliability were used to measure reliability.
Findings
According to the research hypotheses of structural fit using t coefficients, these coefficients should be more than 1.96 to confirm their significance at a confidence level of 0.95. However, it should be noted that the t-values only indicate the validity of the relationships, and the intensity of the relationship between the structures cannot be measured with them. Path coefficients also indicate the positive or negative effect of one variable on another variable. All the hypotheses of the research were confirmed due to their higher t-value of 1.96. The findings of this research showed a direct and meaningful relationship between social media and reputation, sanctity, special value, and brand support. Additionally, the results indicate the mediating effect of reputation, sanctity, and special value in the relationship between social media and brand support.
Discussion & Conclusion
Social media allows brands to reach their target audience through targeted advertising and acts as a mediator between the brand and the audience. In this way, brands can enhance their reputation and attract more patronage. By utilizing social platforms, the Filmo brand can establish closer connections with its audience community and provide engaging and fresh content. This active communication with the audience increases recognition and awareness of the brand, thereby strengthening its support. Consequently, Filimo's marketing and communication strategies should evoke interest in the brand to elevate it to a higher level of sanctity, enhancing the likelihood of converting customers into brand advocates. Moreover, by marketing through social media and facilitating communication and collaboration between the Filmo brand and its customers, it is possible to boost the reputation and popularity of the brand, increase its value for customers, and ultimately reinforce brand support

کلیدواژه‌ها [English]

  • Social media
  • Brand reputation
  • Brand sanctity
  • Brand equity
  • Brand advocacy

مراجع

داوری، علی و رضازاده، آرش (1392). مدل‌سازی معادلات ساختاری با نرم‌افزار PLS (چاپ اول)، تهران: انتشارات جهاد دانشگاهی.
یزدانی کچوئی، زهرا؛ کرهانی، مهدی و کوثری، اصغر (1400). بررسی تأثیر بازاریابی رسانه‌های اجتماعی بر وفاداری به برند با نقش میانجی اعتماد و ارزش ویژه برند (مورد مطالعه: شعب بانک ملت اصفهان). فصلنامه ارزش‌آفرینی در مدیریت کسب‌وکار، 1(2)، 39- 57.
 
 
 
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. Simon and Schuster.
Ahmadi, A. & Ataei, A. (2024). Emotional attachment: a bridge between brand reputation and brand advocacy. Asia-Pacific Journal of Business Administration, 16(1), 1-20.
Aji, P., Nadhila, V. & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
Alberghini, E., Cricelli, L. & Grimaldi, M. (2014). A methodology to manage and monitor social media inside a company: a case study. Journal of Knowledge Management, 18(2), 255-277.
Albert, N. & Valette-Florence, P. (2010). Measuring the love feeling for a brand using interpersonal love items. Journal of Marketing development and Competitiveness, 5(1), 57-63.
Albert, N., Merunka, D. & Valette-Florence, P. (2008). When consumers love their brands: exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075.
Barfi, R., Zhenjiang, J., Yuan, L. W., Afryie, S., Fonjong, B. B. & Sarpong, R. K. F. (2019). Influence of Brand Equity on Brand Trust: Mediation of Brand Reputation and Moderation of Social Media. European Journal of Business and Management, 11(21), 8-16.
Batra, R., Ahuvia, A. & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
Belk, R.W., Wallendorf, M. & Sherry, J.F. Jr (1989). The sacred and the profane in consumer behavior: theodicy on the odyssey. Journal of Consumer Research, 16(1), 1-38.
Berger, P. D., Balakrishnan, P. V. & Vallen, B. (2012). The impact of service, emotional intelligence and innovativeness on loyalty and word-of-mouth communications in Indian hospitals. Journal of Services Marketing, 26(3), 226-237.
Bernarto, I., Berlianto, M. P., Palupi, Y. F. C., Meilani, M., Masman, R. R. & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 3(2), 23-28.
Bismo, A., Prabowo, H., Heriyati, P. & Abdinagoro, S. B. (2023). How do Social Media Environments and Self-Brand Connection Give an Impact on Brand Advocacy? WSEAS Transactions on Business and Economics, 20, 1673-1681.
Breitsohl, J., Kunz, W. H. & Dowell, D. (2015). Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management, 31(9-10), 1040-1064.
Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of Advertising Research, 42(3), 33-43.
Chen, S. C. & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological forecasting and social change, 140, 22-32.
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), vii-xvi.
Chu, S.C. & Kim, Y. (2011). Determinants of consumer engagement in electronic word-ofmouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Coelho, A., Bairrada, C. & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product and Brand Management, 28(2), 154-165.
Cronbach, LJ. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Das, P. & Mandal, S. (2016). Evaluating the influence of social media on brand sacralization: An empirical study among young online consumers. South Asian Journal of Global Business Research, 5(3), 424-446.
Davari, A. & Rezazadeh, A. (2012). Structural equation modeling with PLS software (1th ed.). Jihad University Press. )in Persian)
Delgado-Ballester, E. & Luis Munuera Alemán, J. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187–196. https://doi.org/10.1108/10610420510601058
Durkheim, E., Cosman, C. & Cladis, M. S. (2001). The elementary forms of religious life, Oxford University Press.
Fatma, M., Khan, I., Rahman, Z. & Pérez, A. (2021). The sharing economy: The influence of perceived corporate social responsibility on brand commitment. Journal of Product & Brand Management, 30(7), 964-975.
Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Grace, D., Ross, M. & King, C. (2018). Brand fidelity: a relationship maintenance perspective. Journal of Brand Management, 25(6), 577-590.
Han, S. H., Nguyen, B. & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., ... & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.
Henseler, J., Ringle, C. M. & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.‏
Hosseini, E., Doaei, Z. S., Jamadi, A. & Yazdani, M. (2024). Examining the effect of resilience on job engagement with the mediation of psychological empowerment and job burnout. interdisciplinary. Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 17(2), 475-490.
Ibrahim, B., Aljarah, A. & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop Facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277.
Jacobsen, J. (2020). You are a brand: Social media managers’ personal branding and “the future audience”. Journal of Product & Brand Management, 29(7), 763-774.
Joshi, R. & Garg, P. (2022). Assessing brand love, brand sacredness and brand fidelity towards halal brands. Journal of Islamic Marketing, 13(4), 807-823.
Joshi, R. & Kamboj, S. (2024). Exploring the effect of brand love on brand advocacy: the mediating role of brand sacredness and fidelity. International Journal of Technology Marketing, 18(2), 226-240.
Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448-452.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Khadim, R. A., Hanan, M. A., Arshad, A., Saleem, N. & Khadim, N. A. (2018). Revisiting antecedents of brand loyalty: Impact of perceived social media communication with brand trust and brand equity as mediators. Academy of Strategic Management Journal, 17(1), 1-13.
Khan, I. & Fatma, M. (2023). Impact of CSR authenticity on brand advocacy: The mediating role of brand equity. Sustainability, 15(11), 8613.
Kim, A. J. & Ko, E. (2012). Do social media markeitng activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kim, S. & Manoli, A. E. (2022). Building team brand equity through perceived CSR: The mediating role of dual identification. Journal of Strategic Marketing, 30(3), 281-295.
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects. Journal of the Academy of Marketing Science, 45(2), 268-288.
Kwon, J. H., Jung, S. H., Choi, H. J. & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 990-1015.
Lafferty, B. A. & Goldsmith, R. E. (1999). Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109-116.
Lai, C. S., Chiu, C. J., Yang, C. F. & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of business ethics, 95, 457-469.
Majeed, M., Owusu-Ansah, M. & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Mathur, M. (2019). Building brand advocacy on social media to improve brand equity. International Journal of Electronic Marketing and Retailing, 10(2), 150-172.
Matzler, K., Pichler – Luedicke, A., Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. American Marketing Association’s Winter Educators’ Conference, 25-32.
Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence & Planning, 37(4), 386-400.
Moreira, A. C., Fortes, N. & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68-83.
Mourad, M., Meshreki, H. & Sarofim, S. (2020). Brand equity in higher education: comparative analysis. Studies in Higher Education, 45(1), 209-231.
Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
Pichler, E.A. & Hemetsberger, A. (2007). Hopelessly devoted to you: toward an extended conceptualization of consumer devotion. Advances in Consumer Research, 34(6), 194-199.
Rachbini, W. (2023). The power of social media marketing, innovativeness, and customer engagement strategies in building brand advocacy through brand reputation in full-service airlines. International Journal of Management Studies and Social Science Research, 5(4), 203-214.
Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G. & Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21-43.
Sarkar, J.G., Sarkar, A. & Ponnam, A. (2015). Exploration of brand sacralization among the young adult consumers in the context of emerging Asian market. Young Consumers, 16(3), 264-280.
Schultz, D. E. & Bailey, S. E. (2000). Customer/brand loyalty in an interactive marketplace. Journal of Advertising Research, 40(3), 41-52.
Tajfel, H. & Turner, J. C. (1979). An integrative theory of intergroup conflict. The social psychology of intergroup relations, 33(47), 74.
Tatar, Ş. B. & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.
Verduyn, P., Ybarra, O., Résibois, M., Jonides, J. & Kross, E. (2017). Do social network sites enhance or undermine subjective well-being? A critical review. Social Issues and Policy Review, 11(1), 274-302.
Wang, C.L., Sarkar, J.G. & Sarkar, A. (2019). Hallowed be thy brand: measuring perceived brand sacredness. European Journal of Marketing, 53(4), 733-757.
Wang, D. & Lo, H.P. (2018). The impact of service quality on customer loyalty: A study of the airline industry. Journal of Air Transport Management, 66, 36-41.
Warbung, C. J. E., Wowor, M. C., Walean, R. H. & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review, 8(4), 8.
Werts, C. E., Linn, R. L. & Jöreskog, K. G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34(1), 25-33.
Wilk, V., Soutar, G. N. & Harrigan, P. (2020). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415-429.
Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Zollo, L., Filieri, R., Rialti, R. & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business research, 117, 256-267.
بررسی‌های مدیریت رسانه
دوره 2، شماره 4
1402
صفحه 544-567

فایل ها

هم رسانی

ارجاع به این مقاله

آمار