Credibility, audacity and joy: Brand personalities that connect users to social media
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BAR - Brazilian Administration Review |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922018000400304 |
Resumo: | Abstract The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analyzed data through Structural Equation Modeling. As a result, brand personality dimensions Credibility, Audacity and Joy were found to be predictors of loyalty, the main aspect governing customer relationship perception. Credibility is the main predictor of customer loyalty, shedding light on network trustworthiness, user privacy and personal information safety, while Audacity indicates the power of innovation, and Joy points out the relevance of social networks' entertainment atmospheres. Together, these dimensions are strategic aspects to be considered in the development of relationships with users in the digital world. Our finding contributes to the body of knowledge interested in relationship marketing and its relation with strategy and sustainable competitive advantage. We also investigated social networks as brands, a topic of major impact in the development of a literature on the digital world. Lastly, the results serve as a source of information about social network user behavior, helping companies enhance their communication strategies and achieve customer loyalty. |
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Credibility, audacity and joy: Brand personalities that connect users to social mediabrand personalitycustomer loyaltysocial networksAbstract The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analyzed data through Structural Equation Modeling. As a result, brand personality dimensions Credibility, Audacity and Joy were found to be predictors of loyalty, the main aspect governing customer relationship perception. Credibility is the main predictor of customer loyalty, shedding light on network trustworthiness, user privacy and personal information safety, while Audacity indicates the power of innovation, and Joy points out the relevance of social networks' entertainment atmospheres. Together, these dimensions are strategic aspects to be considered in the development of relationships with users in the digital world. Our finding contributes to the body of knowledge interested in relationship marketing and its relation with strategy and sustainable competitive advantage. We also investigated social networks as brands, a topic of major impact in the development of a literature on the digital world. Lastly, the results serve as a source of information about social network user behavior, helping companies enhance their communication strategies and achieve customer loyalty.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2018-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922018000400304BAR - Brazilian Administration Review v.15 n.4 2018reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1807-7692bar2018180088info:eu-repo/semantics/openAccessDemo,GiselaSilva,Talita Lima daWatanabe,EluizaScussel,Fernanda Bueno Cardosoeng2019-01-17T00:00:00Zoai:scielo:S1807-76922018000400304Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2019-01-17T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Credibility, audacity and joy: Brand personalities that connect users to social media |
title |
Credibility, audacity and joy: Brand personalities that connect users to social media |
spellingShingle |
Credibility, audacity and joy: Brand personalities that connect users to social media Demo,Gisela brand personality customer loyalty social networks |
title_short |
Credibility, audacity and joy: Brand personalities that connect users to social media |
title_full |
Credibility, audacity and joy: Brand personalities that connect users to social media |
title_fullStr |
Credibility, audacity and joy: Brand personalities that connect users to social media |
title_full_unstemmed |
Credibility, audacity and joy: Brand personalities that connect users to social media |
title_sort |
Credibility, audacity and joy: Brand personalities that connect users to social media |
author |
Demo,Gisela |
author_facet |
Demo,Gisela Silva,Talita Lima da Watanabe,Eluiza Scussel,Fernanda Bueno Cardoso |
author_role |
author |
author2 |
Silva,Talita Lima da Watanabe,Eluiza Scussel,Fernanda Bueno Cardoso |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Demo,Gisela Silva,Talita Lima da Watanabe,Eluiza Scussel,Fernanda Bueno Cardoso |
dc.subject.por.fl_str_mv |
brand personality customer loyalty social networks |
topic |
brand personality customer loyalty social networks |
description |
Abstract The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analyzed data through Structural Equation Modeling. As a result, brand personality dimensions Credibility, Audacity and Joy were found to be predictors of loyalty, the main aspect governing customer relationship perception. Credibility is the main predictor of customer loyalty, shedding light on network trustworthiness, user privacy and personal information safety, while Audacity indicates the power of innovation, and Joy points out the relevance of social networks' entertainment atmospheres. Together, these dimensions are strategic aspects to be considered in the development of relationships with users in the digital world. Our finding contributes to the body of knowledge interested in relationship marketing and its relation with strategy and sustainable competitive advantage. We also investigated social networks as brands, a topic of major impact in the development of a literature on the digital world. Lastly, the results serve as a source of information about social network user behavior, helping companies enhance their communication strategies and achieve customer loyalty. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922018000400304 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922018000400304 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1807-7692bar2018180088 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
BAR - Brazilian Administration Review v.15 n.4 2018 reponame:BAR - Brazilian Administration Review instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
BAR - Brazilian Administration Review |
collection |
BAR - Brazilian Administration Review |
repository.name.fl_str_mv |
BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
||bar@anpad.org.br |
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1754209124151721984 |