Credibility, audacity and joy: Brand personalities that connect users to social media

Detalhes bibliográficos
Autor(a) principal: Demo,Gisela
Data de Publicação: 2018
Outros Autores: Silva,Talita Lima da, Watanabe,Eluiza, Scussel,Fernanda Bueno Cardoso
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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spelling 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
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dc.relation.none.fl_str_mv 10.1590/1807-7692bar2018180088
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