An Integrative Typology Of Relational Benefits And Costs In Social Media Brand Pages
| Autor: | Georgios Tsimonis, Suha Omar, Sergios Dimitriadis |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Typology Economics and Econometrics Relational Costs 05 social sciences Advertising Social Media Brand Pages Consumer-brand relationships Relational Benefits Brand fan pages Relational Benefits & Costs 0502 economics and business 050211 marketing Social media Sociology Business and International Management Social Media 050203 business & management |
| Popis: | The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link. This article focuses on consumer–brand relationships in the social media environment and suggests a typology of the benefits and costs consumers perceive when interacting with social media brand pages. Employing an online questionnaire, quantitative data were collected from 881 followers of popular brand pages on both Facebook and Twitter. Study results indicate that followers of brand pages on Facebook and Twitter perceive “social,” “functional,” “enjoyment,” “special treatment,” “self-enhancement,” “advice,” and “status” benefits. “Privacy concern,” “information overload,” and “ad irritation” are consumers’ perceived costs. As the same seven factors of relational benefits and three factors of relational costs have been confirmed across all Facebook and Twitter brand pages, it is argued that the structure and dimensions of relational benefits and costs are medium and brand invariant, and are perceived in the same way by Facebook and Twitter followers. Considering the rapid development of social media and their penetration in business marketing actions, this research contributes to the digital marketing literature by providing a better understanding of relational benefits, relational costs, and consumer–brand relationships in a social media context. Finally, the article offers recommendations to brand managers, when designing appropriate social media content, that can enhance and strengthen a brand’s relationship with its customers. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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