Service quality in social media communication of NPOs: The moderating effect of channel choice

Autor:	Johannes Gartner, Arne Floh, Fabian Eggers, Matthias Fink
Rok vydání:	2021
Předmět:	Marketing Service (business) Service quality Empirical research media_common.quotation_subject Context (language use) Advertising Relevance (information retrieval) Quality (business) Social media Business Moderation media_common
Zdroj:	Journal of Business Research. 137:579-587
ISSN:	0148-2963
DOI:	10.1016/j.jbusres.2021.08.026
Popis:	Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service quality. Knowledge from traditional marketing can still be applied in a digital environment. However, the moderation analysis highlights the relevance of social media channel choice and illustrates different effects on YouTube, Facebook, and Instagram. We discuss the implications.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::47a21c328d411f819a3d64b03ec8dddb https://doi.org/10.1016/j.jbusres.2021.08.026 Zobrazit plný text záznamu Full Text from ScienceDirect