دانلود رایگان مقاله انگلیسی بررسی روابط نام تجاری مصرف کننده در پلت فرم های رسانه های اجتماعی - امرالد 2017

Abstract

Purpose – The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach – A conceptual model is developed, depicting the impact of customerbrand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North Capital Region of India. Findings – Findings of the present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant. Originality/value – The present study provides novel insight to understand consumer-brand relationships on social media platforms.

Conclusion

The objective of this paper was to assess the customer-brand relationships in terms of involvement, satisfaction and commitment and to establish their relationship with brand trust, brand loyalty and word-of-mouth behavior on social media platforms. To achieve the research objectives, we proposed six hypotheses and empirically tested them. Analysis indicated that brand trust contributed as a mediator between customer to brand relationships (involvement and commitment) and brand loyalty, word-of-mouth behavior. Thus, brand trust is of more importance for the involvement and commitment, which in turn related into brand loyalty and positive word-of-mouth behavior on social media platforms. Therefore, involvement and commitment directly as well as indirectly (via brand trust) have an effect on brand loyalty and word-of-mouth behavior in the context of social media sites. Moreover, the relationship of satisfaction with brand loyalty and word of mouth is very ambiguous in social media platforms. The findings of the present study also depicted the same.