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Investigating the effect of social endorsement on customer brand relationships by using statistical analysis and fuzzy set qualitative comparative analysis (fsQCA)
Computers in Human Behavior ( IF 8.957 ) Pub Date : 2020-12-01 , DOI: 10.1016/j.chb.2020.106499
Trung Dam-Huy Thai , Tien Wang

Abstract This study investigated how like-clicking activities on social media can signal users' social endorsement behaviors, which influence customer–brand relationships. Through the simple clicking of emojis, consumers can engage with and express their perceptions regarding brands on social media. Researchers have paid limited attention to the direct and indirect influence of liking behaviors on users in online social networking ecosystems. Specifically, how a user is influenced by others' liking behaviors remains unclear. On the basis of social identity theory and signaling theory, this study proposes that “likes” in social media contexts are a form of social endorsement. A research framework was developed to investigate the effects of two types of social endorsement, namely friend endorsement and crowd endorsement, over two studies. In study 1, an online survey was conducted with Facebook users recruited through convenient sampling, and in study 2, an experiment was performed with participants from Amazon MTurk. This research adopted statistical analysis and fuzzy set qualitative comparative analysis (fsQCA) to examine the influence of friend and crowd endorsement on users' like-clicking behavior. Results indicated that both friend and crowd endorsement exert positive influences on users’ like-clicking behavior. Results also indicated that liking behaviors result in enhanced brand attitude, customer engagement, and customer–brand identification, all of which facilitate purchase intention. Moreover, fsQCA results supported the conjunctural causal effects of social endorsements and suggested other two conditions for such causalities.

中文翻译:

通过使用统计分析和模糊集定性比较分析 (fsQCA) 调查社会认可对客户品牌关系的影响

摘要 本研究调查了社交媒体上的点赞活动如何表明用户的社会认可行为,从而影响客户-品牌关系。通过简单地点击表情符号,消费者可以在社交媒体上与品牌互动并表达他们对品牌的看法。研究人员很少关注在线社交网络生态系统中喜欢行为对用户的直接和间接影响。具体而言,用户如何受到他人喜好行为的影响尚不清楚。本研究基于社会认同理论和信号理论,提出社交媒体语境中的“喜欢”是一种社会认可形式。开发了一个研究框架来调查两种类型的社会认可,即朋友认可和人群认可,在两项研究中的影响。在研究 1 中,对通过方便抽样招募的 Facebook 用户进行了在线调查,在研究 2 中,对来自 Amazon MTurk 的参与者进行了实验。本研究采用统计分析和模糊集定性比较分析(fsQCA)来考察朋友和人群认可对用户点赞行为的影响。结果表明,朋友和人群的认可对用户的点赞行为产生了积极的影响。结果还表明,喜欢行为会增强品牌态度、客户参与度和客户品牌认同,所有这些都会促进购买意愿。此外,fsQCA 结果支持社会认可的联合因果效应,并提出了此类因果关系的其他两个条件。对通过方便抽样招募的 Facebook 用户进行了在线调查,在研究 2 中,对来自 Amazon MTurk 的参与者进行了一项实验。本研究采用统计分析和模糊集定性比较分析(fsQCA)来考察朋友和人群认可对用户点赞行为的影响。结果表明,朋友和人群的认可对用户的点赞行为产生了积极的影响。结果还表明,喜欢行为会增强品牌态度、客户参与度和客户品牌认同,所有这些都会促进购买意愿。此外,fsQCA 结果支持社会认可的联合因果效应,并提出了此类因果关系的其他两个条件。对通过方便抽样招募的 Facebook 用户进行了在线调查,在研究 2 中,对来自 Amazon MTurk 的参与者进行了一项实验。本研究采用统计分析和模糊集定性比较分析(fsQCA)来考察朋友和人群认可对用户点赞行为的影响。结果表明,朋友和人群的认可对用户的点赞行为产生了积极的影响。结果还表明,喜欢行为会增强品牌态度、客户参与度和客户品牌认同,所有这些都会促进购买意愿。此外,fsQCA 结果支持社会认可的联合因果效应,并提出了此类因果关系的其他两个条件。
更新日期:2020-12-01
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