دانلود مقاله ISI انگلیسی شماره 134294
ترجمه فارسی عنوان مقاله

تن صدا را تماشا کنید: صدای مارک صدای رسانه های اجتماعی تاثیرات مصرف کننده را تحت تاثیر قرار می دهد

عنوان انگلیسی
Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
134294 2018 21 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Interactive Marketing, Volume 41, February 2018, Pages 60-80

ترجمه کلمات کلیدی
صدای انسانی، حضور اجتماعی، رسانه های اجتماعی، نام تجاری آنلاین، بازاریابی دیجیتال،
کلمات کلیدی انگلیسی
Human voice; Social presence; Social media; Online branding; Digital marketing;
پیش نمایش مقاله
پیش نمایش مقاله  تن صدا را تماشا کنید: صدای مارک صدای رسانه های اجتماعی تاثیرات مصرف کننده را تحت تاثیر قرار می دهد

چکیده انگلیسی

Social media platforms enable firms to communicate directly and often publicly with individual consumers. In this research, comprising four online studies, the authors investigate how the tone of voice used by firms (human vs. corporate) influences purchase intentions on social media. Findings suggest that a human tone of voice is not always the firm's best option. Study 1a (N = 174) shows that using a human voice, instead of the more traditional corporate voice, can increase a consumer's hedonic value on social media and also purchase intentions. However, that influence of a human voice on purchase intentions is stronger when the consumer is looking at a brand page with a hedonic goal in mind (versus a utilitarian one). Study 1b (N = 342) shows that the presence of several negative comments about a brand on social media acts as a boundary condition, nullifying the influence of a human voice on purchase intentions. Studies 2a (N = 154) and 2b (N = 202) show in different settings that using a human voice can even reduce purchase intentions in contexts of high situational involvement, due to perceptions of risk associated with humanness. The results contribute to the literature surrounding the effects of conversational human voice, while also providing managers with a set of guidelines to help inform and identify which tone of voice is best adapted to each communications scenario.