دانلود رایگان مقاله انگلیسی شبکه های اجتماعی شرکت: جوامع مشتری یا خدمات تکمیلی؟ - امرالد 2018

Abstract

Purpose – The purpose of this study is to contribute to a better understanding of the antecedents and consequences of loyalty to consumer networks hosted by companies in the scope of social networking sites (SNS). These company social networks (CSNs) have traditionally been studied as online brand communities but more research is needed to understand their role for host companies. Design/methodology/approach – This study identifies CSN performance dimensions (host reputation, informativeness, communication selfexpressiveness, rewarding activity and consumption support) and analyzes how they influence attitudes and behavioral intentions toward CSNs (identification with the community, satisfaction and loyalty) and toward the host company (satisfaction and loyalty). A conceptual model is tested through a survey administered to members of a large grocery retailer CSN on Facebook. Findings – Results show that all six identified performance dimensions significantly impact CSN loyalty. However, while self-expressiveness, communication and rewarding activity (which are closely related to social and hedonic value) are predictors of loyalty to the CSN, through the mediation of identification with the community, they neither indirectly (through the mediation of identification) nor directly impact satisfaction with the host. Conversely, informativeness, communication and host reputation are good predictors of loyalty to the CSN, through mediation of satisfaction with the CSN, and also exert an indirect positive influence on satisfaction with the host. Finally, consumption support positively influences loyalty to the CSN through the mediation of identification with the community and directly positively influences satisfaction with the host company. Originality/value – These results reveal the dichotomous nature of CSNs, as communities of people with shared interests and supplementary services created by companies to add value to their core offering. While perceptions regarding the community facet are independent from attitude toward the host, perceptions regarding supplementary service are significant predictors of satisfaction with the host. These results offer implications for future research and management of companies’ social media presence.

Conclusion and future research

This study brings a new perspective to the understanding of CSNs by developing and testing a conceptual model that identifies performance dimensions of CSNs and analyzes their impact on community-related outcomes (identification with the CSN), as well as on service-related outcomes (satisfaction and loyalty with the CSN and host). Viewed in light of the online community and service literature, the results reveal that CSNs have a dual role, as both communities and supplementary services. Members view CSNs as a way to self-express and entertain themselves and also as a way to interact with and receive relevant information from the host.

However, this study has some limitations, as it focused on one CSN, in a specific business (grocery and general merchandise retail), with a particular CSN strategy. This retailer chose to create a CSN that does not address the company brand or core offering, but instead focuses on a specific subject (cooking) which is related to the company’s activity. The results have important implications for the study of CSNs and for how service providers manage their social networks, but they also raise additional directions for future research. Continuing CSN research in different organizations characterized by different purposes can improve the current study’s empirical generalization, as results derived from data gathered in one specific organization type are not necessarily applicable to all.