دانلود مقاله ISI انگلیسی شماره 44970
عنوان فارسی مقاله

مفهوم برند در جامعه رسانه های اجتماعی: مدل پنج نوع منبع

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44970 2014 14 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Conceptualizing the brand in social media community: The five sources model
منبع

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

Journal : Journal of Retailing and Consumer Services, Volume 21, Issue 4, July 2014, Pages 468–481

کلمات کلیدی
مصرف برند - گراندد تئوری - گروه تمرکز - مصاحبه ها - ارزش مصرف - انگیزه مصرف
پیش نمایش مقاله
پیش نمایش مقاله مفهوم برند در جامعه رسانه های اجتماعی: مدل پنج نوع منبع

چکیده انگلیسی

The emergence of social media is challenging the ways that marketing academics and practitioners conceptualize and manage brands. This research explores the consumers׳ specific motivations for the purpose and structure of the consumption of brands in social media community. Keeping the evolving economic relevance of social consumption in mind, the resulting conceptual model has been designed to give a better understanding of the unique branding opportunities and relationships that social media present to brand managers. The research employs a triangulated method that includes a social media-based Facebook focus group and face-to-face interviews. The findings suggest that consumers expect some very specific two-way interactions with brands and that social media may be the only way to effectively deliver these demands. This study identifies five core drivers of brand consumption in a social media community articulated in the Five Sources Model: functional, emotional, self-oriented, social and relational. These core drivers represent unique opportunities for brands to enhance their relationships with their customers and to increase the likelihood of an active and beneficial online community built around their brands. Future research implications are discussed.

خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.