Can i follow you? proposal of a measurement model to assess the relationship between social media brands and their user
Objective: The main objective of this paper is to develop and validate a measurement model to assess the relationship between social media brands and users.Method: We started with a qualitative stage with interviews, judges' analysis, semantic analysis, and a survey with 602 respondents. We use...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/21929 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/21929 |
| Access Level: | acceso abierto |
| Palabra clave: | Relationship marketing Customer-brand relationship CRM Social media Scale development Marketing de relacionamento Relacionamento marca-consumidor Redes sociais Desenvolvimento de escalas |
| Sumario: | Objective: The main objective of this paper is to develop and validate a measurement model to assess the relationship between social media brands and users.Method: We started with a qualitative stage with interviews, judges' analysis, semantic analysis, and a survey with 602 respondents. We used content analysis, exploratory and confirmatory factor analysis, through structural equation modeling.Main results: With evidence of reliability and internal, construct, and content validity, we found three factors - Trust, Content, and Interaction – that influence the relationship and users’ satisfaction.Theoretical/Methodological contributions: This study proposes a comprehensive mensuration model of the relationship between social media and their users, by identifying the main factors involved in the building and maintenance of these relationships. Each factor has an independent scale, due to its convergent validity, allowing diagnostics and individual relations in future studies.Relevance/originality: Social media brings many opportunities for marketing research, but little is known about them as brands. By exploring this gap, we deepened the view of social media as brands and their relations with users.Managerial implications: The scale can assist decisions regarding relationship marketing strategies and brand positioning, contributing to the improvement of users' experiences with social media. |
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