Can consumers be persuaded on brand microblogs? An empirical study |
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Authors: | Kem ZK Zhang Stuart J Barnes Sesia J Zhao Hong Zhang |
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Affiliation: | 1. School of Management, University of Science and Technology of China, Hefei, China;2. School of Management and Business, King’s College London, London, United Kingdom;3. Management School, Anhui University, Hefei, China |
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Abstract: | Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibility, increase community commitment. Perceived similarity and source credibility exhibit bias effects on information quality. Community commitment affects participation and brand loyalty, which is also influenced by participation. We expect that this research can contribute to the existing literature and provide marketers with important practical suggestions. |
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Keywords: | Brand microblog Community commitment Participation Brand loyalty Social media Social commerce |
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