Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user

Detalhes bibliográficos
Autor(a) principal: Enes, Yuri de Souza Odaguiri
Data de Publicação: 2023
Outros Autores: Demo, Gisela, Scussel, Fernanda, Silva, Talita
Tipo de documento: Artigo
Idioma: eng
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/21929
Resumo: Objective: The main objective of this paper is to develop and validate a measurement model to assess the relationship between social media brands and users.Method: We started with a qualitative stage with interviews, judges' analysis, semantic analysis, and a survey with 602 respondents. We used content analysis, exploratory and confirmatory factor analysis, through structural equation modeling.Main results: With evidence of reliability and internal, construct, and content validity, we found three factors - Trust, Content, and Interaction – that influence the relationship and users’ satisfaction.Theoretical/Methodological contributions: This study proposes a comprehensive mensuration model of the relationship between social media and their users, by identifying the main factors involved in the building and maintenance of these relationships. Each factor has an independent scale, due to its convergent validity, allowing diagnostics and individual relations in future studies.Relevance/originality: Social media brings many opportunities for marketing research, but little is known about them as brands. By exploring this gap, we deepened the view of social media as brands and their relations with users.Managerial implications: The scale can assist decisions regarding relationship marketing strategies and brand positioning, contributing to the improvement of users' experiences with social media.
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spelling Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their userPosso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuáriosRelationship marketingCustomer-brand relationshipCRMSocial mediaScale developmentMarketing de relacionamentoRelacionamento marca-consumidorCRMRedes sociaisDesenvolvimento de escalasObjective: The main objective of this paper is to develop and validate a measurement model to assess the relationship between social media brands and users.Method: We started with a qualitative stage with interviews, judges' analysis, semantic analysis, and a survey with 602 respondents. We used content analysis, exploratory and confirmatory factor analysis, through structural equation modeling.Main results: With evidence of reliability and internal, construct, and content validity, we found three factors - Trust, Content, and Interaction – that influence the relationship and users’ satisfaction.Theoretical/Methodological contributions: This study proposes a comprehensive mensuration model of the relationship between social media and their users, by identifying the main factors involved in the building and maintenance of these relationships. Each factor has an independent scale, due to its convergent validity, allowing diagnostics and individual relations in future studies.Relevance/originality: Social media brings many opportunities for marketing research, but little is known about them as brands. By exploring this gap, we deepened the view of social media as brands and their relations with users.Managerial implications: The scale can assist decisions regarding relationship marketing strategies and brand positioning, contributing to the improvement of users' experiences with social media.Objetivo: O objetivo desse estudo foi examinar a relação entre emoções, percepção de risco, valor percebido e lealdade à marca durante uma crise global para entender como as emoções incidentais, ou seja, emoções não relacionadas à decisão, podem influenciar as percepções do consumidor sobre valor de bens e lealdade à marca.Metodologia/abordagem:  Usando dados coletados de 290 brasileiros durante a pandemia da Covid-19, um modelo estrutural baseado na percepção de risco, emoções positivas e negativas, valor percebido e lealdade à marca foi proposto e testado empiricamente.Originalidade/valor: Esta pesquisa confirma que emoções incidentais podem impactar o valor percebido. Sendo assim, a pesquisa aumenta a compreensão do papel das emoções na relação consumidor-produto-marca. Em segundo lugar, o estudo faz uma contribuição metodológica ao analisar as relações entre percepção de crise, emoções positivas e negativas, valor percebido e lealdade à marca em uma situação real.    Vale ressaltar que estudos sobre emoções incidentais no comportamento do consumidor são geralmente induzidos por experimentos.Resultados: Os resultados mostraram que os respondentes se sentiram alertas e atentos, e estas emoções desempenharam uma função significante na relação entre emoções e valor percebido durante a pandemia. Observou-se que a percepção de risco influencia as emoções negativas e positivas, mas não influencia diretamente a lealdade à marca.Contribuição teórica e prática: Os resultados fornecem suporte para o modelo, onde as emoções incidentais influenciam o valor percebido. Sendo assim, o estudo contribuiu para a literatura examinando e confirmando a relação entre emoções incidentais e valor percebido. No entanto, a percepção de risco e as emoções não influenciam diretamente a lealdade à marca. Desenvolver produtos e serviços que resolvam os problemas oriundos das emoções vivenciadas durante uma crise podem despertar o interesse do consumidor. Como contribuição social, a pesquisa apresenta que bens e serviços podem auxiliar na regulação emocional.Universidade Nove de Julho - Uninove2023-02-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2192910.5585/remark.v22i1.21929ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 60-1202177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/21929/10047Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessEnes, Yuri de Souza OdaguiriDemo, GiselaScussel, FernandaSilva, Talita2023-02-27T14:26:17Zoai:ojs.periodicos.uninove.br:article/21929Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-02-27T14:26:17REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
Posso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuários
title Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
spellingShingle Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
Enes, Yuri de Souza Odaguiri
Relationship marketing
Customer-brand relationship
CRM
Social media
Scale development
Marketing de relacionamento
Relacionamento marca-consumidor
CRM
Redes sociais
Desenvolvimento de escalas
title_short Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
title_full Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
title_fullStr Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
title_full_unstemmed Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
title_sort Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
author Enes, Yuri de Souza Odaguiri
author_facet Enes, Yuri de Souza Odaguiri
Demo, Gisela
Scussel, Fernanda
Silva, Talita
author_role author
author2 Demo, Gisela
Scussel, Fernanda
Silva, Talita
author2_role author
author
author
dc.contributor.author.fl_str_mv Enes, Yuri de Souza Odaguiri
Demo, Gisela
Scussel, Fernanda
Silva, Talita
dc.subject.por.fl_str_mv Relationship marketing
Customer-brand relationship
CRM
Social media
Scale development
Marketing de relacionamento
Relacionamento marca-consumidor
CRM
Redes sociais
Desenvolvimento de escalas
topic Relationship marketing
Customer-brand relationship
CRM
Social media
Scale development
Marketing de relacionamento
Relacionamento marca-consumidor
CRM
Redes sociais
Desenvolvimento de escalas
description Objective: The main objective of this paper is to develop and validate a measurement model to assess the relationship between social media brands and users.Method: We started with a qualitative stage with interviews, judges' analysis, semantic analysis, and a survey with 602 respondents. We used content analysis, exploratory and confirmatory factor analysis, through structural equation modeling.Main results: With evidence of reliability and internal, construct, and content validity, we found three factors - Trust, Content, and Interaction – that influence the relationship and users’ satisfaction.Theoretical/Methodological contributions: This study proposes a comprehensive mensuration model of the relationship between social media and their users, by identifying the main factors involved in the building and maintenance of these relationships. Each factor has an independent scale, due to its convergent validity, allowing diagnostics and individual relations in future studies.Relevance/originality: Social media brings many opportunities for marketing research, but little is known about them as brands. By exploring this gap, we deepened the view of social media as brands and their relations with users.Managerial implications: The scale can assist decisions regarding relationship marketing strategies and brand positioning, contributing to the improvement of users' experiences with social media.
publishDate 2023
dc.date.none.fl_str_mv 2023-02-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/21929
10.5585/remark.v22i1.21929
url https://periodicos.uninove.br/remark/article/view/21929
identifier_str_mv 10.5585/remark.v22i1.21929
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/21929/10047
dc.rights.driver.fl_str_mv Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 60-120
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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