کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
466936 1364775 2017 13 صفحه PDF ندارد دانلود کنید
عنوان انگلیسی مقاله
Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio
ترجمه فارسی عنوان
لذت استفاده از فیس بوک، توییتر، اینستاگرام و یا اسنپ چت برای دنبال کردن برندها: اثر تعدیلی مقایسه اجتماعی، اعتماد، قدرت دلبستگی، و هم رنگی شبکه در شناسایی برند، تعامل برند، تعهد به برند و قصد عضویت
کلمات کلیدی
رسانه های اجتماعی؛ سایت های شبکه های اجتماعی؛ استفاده از و نظریه ارضا(UGT) ؛ جامعه نام تجاری؛ روابط برند. مقایسه اجتماعی؛ قدرت دلبستگی؛ هم رنگی شبکه
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر شبکه های کامپیوتری و ارتباطات
چکیده انگلیسی


• Snapchat is used for passing time, sharing problems, and social knowledge.
• Instagram is used for showing affection, following fashion, and sociability.
• Twitter users had highest brand community identification and membership intention.
• Instagram users had highest brand community engagement and commitment.
• Social comparison, trust, tie strength, and network homophily are moderators.

Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram users scored highest for showing affection, following fashion, and demonstrating sociability. Twitter users had highest brand community identification and membership intention, while Instagram users had highest brand community engagement and commitment. Attention to social comparison, SNS trust, tie strength, and homophily also significantly moderated the relationship between frequent use of each SNS to follow brands, and brand community-related outcomes. Implications for future research on SNS users’ goal-directed consumption behaviors are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Telematics and Informatics - Volume 34, Issue 1, February 2017, Pages 412–424
نویسندگان
, , ,