Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers' brand perceptions and attitudes

被引:40
作者
He, Ai-Zhong [1 ]
Cai, Yi [2 ]
Cai, Ling [1 ]
Zhang, Yu [1 ]
机构
[1] Hunan Univ, Business Sch, Changsha, Peoples R China
[2] Calif State Univ Northridge, Family & Consumer Sci Dept, Northridge, CA USA
关键词
Social media marketing; Interactivity; Brand personality; Consumer psychology; Quantitative research; FUNDAMENTAL PROPOSITIONS; PARASOCIAL INTERACTION; ENGAGEMENT; COMMUNICATION; PERSONALITY; MODEL; NEWS; CONNECTIONS; EXPERIENCE; FRAMEWORK;
D O I
10.1108/JRIM-08-2019-0128
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose This paper studies the relationships among consumers' perceptions of brand personality, consumers' brand attitudes and brand-owned social media content marketing (SMCM). The moderating effect of the brand content relevancy was also assessed. Design/methodology/approach A conceptual model was established and examined using two experiments with a total of 363 participants. Hierarchical regression analysis and an analysis of variance were performed to test seven research hypotheses. Findings Results show that the three forms of brand-owned SMCM, namely: conversation, storytelling and customer interaction and participation, are positively correlated with consumers' brand personality perceptions and brand attitudes. Also, consumers' perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers' brand attitudes. Furthermore, the brand content relevancy does not show a moderating effect on the relationship between content marketing and consumers' brand personality perceptions or brand attitudes. Originality/value First, a framework was established to delineate those paths by which owned social media content marketing (OSMCM) influences consumers' attitudes towards a brand. Second, the study demonstrates the importance of conversation as a powerful method of OSMCM. Third, with respect to content in marketing strategies, firms do not need to confine themselves to a narrow scope of content or information that is closely related to the brands alone.
引用
收藏
页码:419 / 440
页数:22
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