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دسته بندی:
مدیریت بازاریابی - Marketing Management
سال انتشار:
2020
عنوان انگلیسی مقاله:
“I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce
ترجمه فارسی عنوان مقاله:
"من آنچه را که او می ترسد بخرم" می خرم: نقشهای حسادت به سمت و تعامل برون زا با تأثیر گذاران در تأیید برند تجاری و معروف اجتماعی اینستاگرام
منبع:
Sciencedirect - Elsevier - Journal of Retailing and Consumer Services, 55 (2020) 102121: doi:10:1016/j:jretconser:2020:102121
نویسنده:
S. Venus Jin a,b,*, Ehri Ryu
چکیده انگلیسی:
Companies increasingly leverage Instagram as a channel for brand management, consumer services, and social
commerce. This study addresses the dynamics of interaction among brand-related user-generated contents (UGC)
posted on Instagram, social media-based brand communication with Instagram celebrities (parasocial interaction
[PSI] and envy), and consumers’ characteristics (social comparison tendency, compulsive buying tendency, and
materialistic envy). Three between-subjects experiments (Experiment 1: N ¼ 121; Experiment 2: N ¼ 106;
Experiment 3: N ¼ 377) were conducted to test the effects of Instagram influencers and their branded-UGC on
consumer behavior outcomes. Experiment 1 employed a 3 (branded content type [Instagram influencer’s photo
type]: selfies vs. photos taken by others vs. group photos) x 2 (gender: female vs. male) factorial design.
Experiment 2 employed a 2 (content generator type: Instagram celebrity vs. mainstream celebrity) x 2 (gender:
female vs. male) factorial design. Experiment 3 deployed a 2 (branded content type: photos listing products vs.
photos showing models) x 2 (content generator type: commercial brand [corporate] vs. Instagram celebrity
[human]) factorial design. Experiment 1 indicates Instagram influencers’ photo types and gender moderate the
effects of envy toward and PSI with them on consumers’ intention to buy the products Instagram influencers are
wearing. Experiment 2 shows content generator types and gender moderate the effects of envy and PSI on source
trustworthiness perception. Experiment 3 demonstrates branded content types and content generator types
moderate the effects of consumers’ physical appearance social comparison tendency, compulsive buying tendency,
and materialistic envy on brand trust. This study makes theoretical contributions to the literature on
retailing and consumer services as well as provides managerial implications for Instafamous-based influencer
marketing and social commerce in Web 2.0 environments.
Keywords: Instagram celebrities | Social commerce | Branded-user-generated content (UGC) | Influencer marketing | Parasocial interaction | Envy | Social comparison | Materialism | Compulsive buying
قیمت: رایگان
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