본문 바로가기
KERD
논문KCI 등재

Brand loyalty through love for a brand’s Facebook page: Roles of motivations and personal traits

2

조회

0

다운로드

0

인용

0

참고문헌

키워드

주제분류경영학

초록

This study examines how consumers’ motivations influence their love for a brand’s Facebook page and brand loyalty. The role that consumers’ opinion leadership and opinion seeking traits play in driving these motivations was also examined. Results from an online survey with 260 college students revealed that consumers’ self-presentation and self-expressive motivations were significant predictors of consumers’ love for a brand’s Facebook page, which in turn positively influenced brand loyalty. Further, consumers’ opinion seeking trait positively influenced self-presentation motivation, whereas their opinion leadership trait negatively influenced self-expressive motivation. Managerial and theoretical implications are discussed.

Abstract

This study examines how consumers’ motivations influence their love for a brand’s Facebook page and brand loyalty. The role that consumers’ opinion leadership and opinion seeking traits play in driving these motivations was also examined. Results from an online survey with 260 college students revealed that consumers’ self-presentation and self-expressive motivations were significant predictors of consumers’ love for a brand’s Facebook page, which in turn positively influenced brand loyalty. Further, consumers’ opinion seeking trait positively influenced self-presentation motivation, whereas their opinion leadership trait negatively influenced self-expressive motivation. Managerial and theoretical implications are discussed.

참고문헌 (47)

  1. Albert, N., "When consumers love their brands : Exploring the concept and its dimensions", Journal of Business Research, 61(10), pp.1062~1075 (2008)[DOI]
  2. Albert, N., "Brand passion : Antecedents and consequences", Journal of Business Research, 66(7), pp.904~909 (2013)[DOI]
  3. Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988)[DOI]
  4. Arkin, R. M., "Impression Management Theory and Social Psychology Research", pp.311~333 (1981), Academic Press
  5. Bergkvist, L., "Two studies of consequences and actionable antecedents of brand love", Journal of Brand Management, 17(7), pp.504~518 (2010)[DOI]
  6. Bian, Q., "Examining U.S. and Chinese students’ purchase intention formation for luxury brands", Master, pp.2010
  7. Brodie, R. J., "Consumer engagement in a virtual brand community: An exploratory analysis", Journal of Business Research, 66(1), pp.105~114 (2013)[DOI]
  8. Carroll, B. A., "Some antecedents and outcomes of brand love", Marketing Letters, 17(2), pp.79~89 (2006)[DOI]
  9. Chang, S. -W., "Cultivating the brand-customer relationship in Facebook fan pages", International Journal of Retail & Distribution Management, 45(3), pp.253~270 (2017)[DOI]
  10. Yu-Ting Chang, "Persuasive messages, popularity cohesion, and message diffusion in social media marketing", Journal of Business Research, 68(4), pp.777~782 (2015), Elsevier BV[DOI]
  11. Flynn, L. R., "Opinion leaders and opinion seekers : Two new measurement scales", Journal of the Academy Marketing Sciences, 24(2), pp.137~147 (1996)[DOI]
  12. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error : Algebra and statistics", Journal of Marketing Research, 18(3), pp.382~388 (1981)[DOI]
  13. Goffman, E., "The presentation of self in everyday life" (1959), Doubleday
  14. Siming Gu, "What drives customers to use retailers’ Facebook pages? Predicting consumers’ motivations and continuance usage intention", Journal of Global Fashion Marketing, 7(1), pp.1~14 (2016), 한국마케팅과학회[DOI]
  15. Hennig-Thurau, T., "Electronic word-of"mouth via consumer-option platforms : What motivates consumers to articulate themselves on the Internet", Journal of Interactive Marketing, 18(1), pp.38~52 (2004)[DOI]
  16. Katz, D., "The functional approach to the study of attitudes", The Public Opinion Quarterly, 24(2), pp.163~204 (1960)[DOI]
  17. "The 2021 social media demographics guide" (2021)[URL]
  18. Kim, J. H., "An analysis of self-construals, motivations, Facebook use, and user satisfaction", International Journal of Human-Computer Interaction, 26(11–12), pp.1077~1099 (2010)[DOI]
  19. Kucukemiroglu, S., "Online word-of-mouth communication on social networking sites", International Journal of Commerce and Management, 25(1), pp.2~20 (2015)[DOI]
  20. Eun-Ju Lee, "When Using Facebook to Avoid Isolation Reduces Perceived Social Support", Cyberpsychology, Behavior, and Social Networking, 21(1), pp.32~39 (2018), Mary Ann Liebert Inc[DOI]
  21. Jieun Lee, "Social Network Games Uncovered: Motivations and Their Attitudinal and Behavioral Outcomes", Cyberpsychology, Behavior, and Social Networking, 15(12), pp.643~648 (2012), Mary Ann Liebert Inc[DOI]
  22. Roselyn J. Lee-Won, "Who puts the best “face” forward on Facebook?: Positive self-presentation in online social networking and the role of self-consciousness, actual-to-total Friends ratio, and culture", Computers in Human Behavior, 39, pp.413~423 (2014), Elsevier BV[DOI]
  23. Li, F., "Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs", Decision Support System, 51(1), pp.190~197 (2011)[DOI]
  24. Lim, J. -S., "Impact of social media activity outcomes on brand equity", Journal of Product & Brand Management, 29(7), pp.927~937 (2020)[DOI]
  25. "Direct-to-consumer brands 2020" (2020)[URL]
  26. Markus, H. R., "Culture and the self : Implications for cognition, emotion, and motivation", Psychological Review, 98(2), pp.224~253 (1991)[DOI]
  27. Alice Mazzucchelli, "Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook", Journal of Global Fashion Marketing, 9(3), pp.270~286 (2018), 한국마케팅과학회[DOI]
  28. Mark Ng, "Consumer motivations to disclose information and participate in commercial activities on Facebook", Journal of Global Scholars of Marketing Science(마케팅과학연구), 24(4), pp.365~383 (2014), 한국마케팅과학회[DOI]
  29. Oliver, R. L., "Whence consumer loyalty?", Journal of Marketing, 63(4_suppl1), pp.33~44 (1999)[DOI]
  30. Panek, E. T., "Mirrors or megaphone? : How relationships between narcissism and social networking site use differ on Facebook and Twitter", Computers in Human Behavior, 29(5), pp.2004~2012 (2013)[DOI]
  31. 박성연, "What’s going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.460~472 (2013), 한국마케팅과학회[DOI]
  32. Seung-bae Park, "Mediating roles of self-presentation desire in online game community commitment and trust behavior of Massive Multiplayer Online Role-Playing Games", Computers in Human Behavior, 27(6), pp.2372~2379 (2011), Elsevier BV[DOI]
  33. Peterson, R. A., "On the use of college students in social science research : Insights from a second-order meta-analysis", Journal of Consumer Research, 28(3), pp.450~461 (2001)[DOI]
  34. Phelps, J. E., "Viral marketing or electronic word-of-mouth advertising : Examining consumer responses and motivations to pass along Email", Journal of Advertising Research, 44(4), pp.333~348 (2004)[DOI]
  35. Rose, P., "Self-monitoring, opinion leadership and opinion seeking : A Sociomotivational approach", Current Psychology, 30(3), pp.203~214 (2011)[DOI]
  36. Rosenberg, J., "Online impression management : Personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook", Journal of Computer-Mediated Communication, 17(1), pp.1~18 (2011)[DOI]
  37. Saenger, C., "Consumption-focused self-expression word of mouth : A new scale and its role in consumer research", Psychology & Marketing, 30(11), pp.959~970 (2013)[DOI]
  38. Schlenker, B. R., "Handbook of self and identity", pp.542~ (2012), The Guilford Press
  39. Seifert, C., "SNS eWOM sentiment : Impacts on brand value co-creation and trust", Marketing Intelligence & Planning, 38(1), pp.89~102 (2020)[DOI]
  40. 송수진, "The influence of the philosophy of science on brand loyalty", Journal of Global Scholars of Marketing Science(마케팅과학연구), 25(2), pp.167~181 (2015), 한국마케팅과학회[DOI]
  41. Stryker, S., "Identity salience and role performance", Journal of Marriage and the Family, 4(4), pp.558~564 (1968)[DOI]
  42. Taylor, D. G., "Self-enhancement as a motivation for sharing online advertising", Journal of Interactive Advertising, 12(2), pp.13~28 (2012)[DOI]
  43. Tong, Y., "Understanding the intention of information contribution to online feedback systems from social exchange and motivation crowding perspectives", 2007 40th Annual Hawaii International Conference on System Sciences (HICSS 07) (2007)
  44. Wallace, E., "Consumer engagement with self-expressive brands : Brand love and WOM outcomes", Journal of Product & Brand Management, 23(1), pp.33~42 (2014)[DOI]
  45. Whittaker, T. A., "Using the modification index and standardized expected parameter change for model modification", Measurement, Statistics, and Research Design, 80(1), pp.26~44 (2012)[DOI]
  46. Keith Wilcox, "Why Do Consumers Buy Counterfeit Luxury Brands?", Journal of Marketing Research, 46(2), pp.247~259 (2009), SAGE Publications[DOI]
  47. Zywica, J., "The faces of Facebookers : Investing social enhancement and social compensation hypotheses; predicting Facebook and offline popularity from sociability and self-esteem, and mapping the meanings of popularity with semantic networks", Journal of Computer-Medicated Communication, 14(1), pp.1~34 (2008)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (5건)