دانلود رایگان مقاله انگلیسی تاثیر وابستگی و نگرش بر رفتارهای برند در رسانه های اجتماعی - الزویر 2018

Abstract

As social media marketing becomes more pervasive, questions continue to emerge regarding utilizing the medium strategically to maximize positive brand-related outcomes. Marketers are increasingly seeking guidance for targeting consumers who will interact and behave in ways that are meaningful to the brand on social media. Understanding how individual differences among consumers can influence social media behaviors linked to valuable organizational outcomes is crucial for managers seeking to justify social media marketing expenditures. This research addresses that issue by applying Attachment Theory to social media. In Study 1, we examine the roles of two individual difference factors, attitude toward social media and attachment to social media (ASM), in predicting token and meaningful behaviors on social media. We find that while attitude toward social media and ASM are both related to token behaviors, only ASM predicts meaningful behaviors. In Study 2, we investigate attachment and attitude toward the brand and social media as predictors of offline and social media brand advocacy and demonstrate that individuals who are attached to or have a positive attitude toward the brand are more likely to engage in offline advocacy. Further, ASM adds incremental explanatory power, beyond attitude and attachment to the brand, in predicting advocacy via social media. In Study 3, we examine likelihood of advocating for a brand via social media as a moderator and find that even consumers who are not likely to be offline advocates are more likely to advocate for the brand on social media if they are strongly attached to social media. In sum, the results indicate that ASM is an important predictor of meaningful social media behaviors and is a new means by which marketers can identify consumers who are more likely to perform meaningful behaviors for brands via social media.

Discussion and Conclusions

Across three studies, we demonstrate that ASM is a driver of meaningful social media behaviors. This is an important contribution to the social media literature as it allows marketing managers and practitioners to understand the potential benefits of a carefully crafted social media marketing strategy and campaign. In Study 1, we authenticate the idea that not all behaviors performed on social media are equal and that they can be categorized into token and meaningful behaviors. Additionally, we affirm that both attitude toward social media and ASM are predictive of token behaviors, while only ASM is predictive of more important meaningful social media behaviors. In Study 2, we incorporate literature related to EAB and ASM to focus on organizationally valuable advocacy behavior both offline and online (via social media). The findings reveal that traditional consumer advocacy (i.e., offline) is predicted by EAB and attitude toward the brand; however, for social media advocacy, ASM, not attitude toward social media is predictive. While EAB and attitude toward the brand are also significant predictors of social media advocacy, ASM adds incremental predictive value beyond those effects. In Study 3, we demonstrate that ASM strengthens the influence of brand advocacy on the meaningful behavior of social media advocacy. A key takeaway of this research is that an individual's level of ASM drives meaningful social media interactions with brands and organizations, more so than attitude toward social media, attitude toward the brand, or the amount of time spent on social media.