Branding co-creation through customers participation in digital media
Subject Areas : Jounal of Marketing ManagementAli Akbar Khademi 1 , Ali Boromandnasab 2 , Hanieh Farazandeh 3
1 - Assistant Professor, Department of Management, Payame Noor University, Karaj, Iran
2 - Master of Business Management, Payame Noor University, Karaj, Iran
3 - Master of Business Management, Payame Noor University, Karaj, Iran
Keywords: Motivations, Social networking sites, Branding co-creation, Social media, online brand, communities, Brand trust, Brand Loyalty, Customer participation,
Abstract :
Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand creation that include: participatory motivations of social networking sites, consumer participation, trust, brand loyalty and loyalty in social media brand communities among students of Azad University and Dezfol. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study include students of Azad University in Dezfol. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used SPSS and Amos software. The result show that the Motivations for social networking sites participation positively influence consumer participation and this in turn has significant effects on brand trust and brand loyalty. As a result, both brand trust and brand loyalty have a positive effect on branding co-creation. In addition, brand trust as a mediating variable between customer participation and brand loyalty.
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سعیدنیا، ح.ر.، قهرمانی، آ. و ایران‌نژاد پاریزی، م. (1395). "پیامدهای تأثیر جامعه برند مبتنی بر رسانه اجتماعی بر اعتماد و وفاداری برند"، نشریه علمی مدیریت برند، دوره 3، شماره 2(6)، صص. 65-88.
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Albert, M., Muniz, J. & T.C.O. (2001). “Brand Community”, Journal of Consumer Research, Vol. 27(4), PP. 412-432.
Brandtzaeg, B.P. & Heim, J. (2009). “LNCS 5621 - Why People Use Social Networking Sites”, Lncs.
Chae, H. & Ko, E. (2016). “Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands”, Journal of Business Research, Vol. 69(9), PP. 3804-3812.
Chae, H., Ko, E. & Han, J. (2015). “How do customers’ SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand”, Journal of Global Scholars of Marketing Science, Vol. 25(2), PP. 122-141.
Corbitt, B.J., Thanasankit, T. & Yi, H. (2003). “Trust and e-commerce: a study of consumer perceptions”, Electronic Commerce Research and Applications, Vol. 2(3), PP. 203-215.
Cheung, M.F.Y. & To, W.M. (2011). “Customer involvement and perceptions: The moderating role of customer co-production”, Journal of Retailing and Consumer Services, Vol. 18(4), PP. 271-277.
Franklin, J.C., Mainelli, M. & Pay, R. (2014). “Measuring the value of online communities”, Journal of Business Strategy, Vol. 35(1), PP. 29-42.
Heller Baird, C. & Parasnis, G. (2011). “From social media to social customer relationship management”, Strategy & Leadership, Vol. 39(5), PP. 30-37.
Kaplan, A.M. & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of Social Media.
Krystallis, A. & Chrysochou, P. (2014). “The effects of service brand dimensions on brand loyalty”, Journal of Retailing and Consumer Services, Vol. 21(2), PP. 139-147.
Kim, J.W., Choi, J., Qualls, W. & Han, K. (2008). “It takes a marketplace community to raise brand commitment: the role of online communities”, Journal of Marketing Management, Vol. 24(3-4), PP. 409-431.
Loureiro, S. & Ribeiro, L. (2011). “The effect of atmosphere on emotions and online shopping intention: age differentiation. Australian and New Zealand Marketing Academy Conference. Perth.
Moutinho, L. (2009). “Brand relationships through brand reputation and brand tribalism”, Journal of Business Research, Vol. 62(3), PP. 314-322.
Muñiz, Jr., A.M. & Schau, H.J. (2007). “Vigilante Marketing and Consumer-Created Communications”, Journal of Advertising, Vol. 36(3), PP. 35-50.
Muñiz Jr., A.M. & Schau, H.J. (2005). “Religiosity in the Abandoned Apple Newton Brand Community”, Journal of Consumer Research, Vol. 31(4), PP. 737-747.
Muñiz, Jr., A.M. & Schau, H.J. (2007). “Vigilante Marketing and Consumer-Created Communications”, Journal of Advertising, Vol. 36(3), PP. 35-50.
Nass, C. & Moon, Y. (2000). “Machines and Mindlessness: Social Responses to Computers”, Journal of Social Issues, Vol. 56(1), PP. 81-103.
Nick, H., Mohana, S., Savvas, P., Debra, Z. & Maria, O.R. (2017). “Branding co-creation with members of online brand communities”, Journal of Business Research, Vol. 70, PP. 136-144.
Prahalad, C.K. (2009). “Co-creating unique value with customers”, Strategy and Leadership, Vol. 32(3), PP. 4-9.
Prahalad, C.K. & Ramaswamy, V. (2004). “Co-creation experiences: The next practice in value creation”, Journal of Interactive Marketing, Vol. 18(3), PP. 5-14.
Phua, J., Jin, S.V. & Kim, J.J. (2017). “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”, Telematics and Informatics, Vol. 34(1), PP. 412-424.
Ryan, D. (2016). “Understanding digital marketing: marketing strategies for engaging the digital generation”, Kogan Page Publishers.
Raab, J. & Kenis, P. (2009). “Heading Toward a Society of Networks”, Journal of Management Inquiry, Vol. 18(3), PP. 198-210.
Simeoni, F. & Cassia, F. (2019). “From vehicle suppliers to value co-creators: the evolving role of Italian motorhome manufacturers”, Current Issues in Tourism, Vol. 22(2), PP. 218-236.
Vargo, S.L. & Lusch, R.F. (2004). “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, Vol. 68(1), PP. 1-17.
Youcheng, W. & FESENMAIER, D.R. (2003). “Assessing Motivation of Contribution in Online Communities: An Empirical Investigation of an Online Travel Community”, Electronic Markets, Vol. 13(1), PP. 33-45.
Zaglia, M.E. (2013). “Brand communities embedded in social networks”, Journal of Business Research, Vol. 66(2), PP. 216-223.
Zhang, K. & Sarvary, M. (2011). “Social Media Competition : Differentiation with User-Generated Content.
Zwass, V. (2010). “Co-Creation: Toward a Taxonomy and an Integrated Research Perspective”, International Journal of Electronic Commerce, Vol. 15(1), PP. 11-48.
Zhou, Z., Zhang, Q., Su, C. & Zhou, N. (2012). “How do brand communities generate brand relationships? Intermediate mechanisms”, Journal of Business Research.
_||_جوانمرد، ح. و سلطان‌زاده، ع.ا. (1388). "بررسی ویژگی‌های برند اینترنتی و وب‌سایت‌ها و تأثیر آن بر اعتماد و وفاداری مشتریان (مطالعه موردی: خرید محصولات فرهنگی از طریق اینترنت)"، فصلنامه پژوهشنامه بازرگانی، دوره 14، شماره 53، صص. 225-256.
حسینی، م.ح. و امینیان، م. (1394). "نقش فناوری شبکه‌های اجتماعی آنلاین بر مشارکت مشتری"، پژوهش و فناوری شماره 1، صص. 67-84.
رضایی، م.(1395). "اثر مشارکت در رسانه‌های اجتماعی بر کیفیت رابطه برند"، پایان‌نامه کارشناسی ارشد.
سعیدنیا، ح.ر.، قهرمانی، آ. و ایران‌نژاد پاریزی، م. (1395). "پیامدهای تأثیر جامعه برند مبتنی بر رسانه اجتماعی بر اعتماد و وفاداری برند"، نشریه علمی مدیریت برند، دوره 3، شماره 2(6)، صص. 65-88.
عقیلی، و. و قاسم‌زاده عراقی، م. (1385). "رسانه‌های اجتماعی، چیستی، کارکردها و چالش‌ها"، مجله مطالعات توسعه اجتماعی ایران، دوره 8، شماره 1، صص. 21-36.
کریمی‌علویجه، م.ر.، حقیقی‌کفاش، م. و نظری، م. (1395). "تأثیر فعالیت‌های خلق ارزش در جوامع برند، بر خرید مجدد مشتریان و وفاداری به برند در رسانه‌های اجتماعی"، نشریه مدیریت برند، دوره 4، شماره 7، صص. 181-214.
موسوی، ع.ر. و کناره فرد، م. (1393). "تأثیر رسانه‌های اجتماعی بر شاخصه‌های جامعه برندی، شیوه‌های ارزش‌آفرینی، اعتماد و وفاداری به برند، مطالعه موردی: مقایسه گوشی موبایل اپل (آیفون) و سامسونگ (گلکسی)"، مجله مدیریت بازاریابی، دوره 9، شماره 25، صص. 25-50.
ناظمی، ش.، رحیم‌نیا، ف. و میرابی، ع. (1390). "جایگاه مشارکت در ارتقای کیفیت خدمات: پارادایم نوین در تعامل سازمان - مشتری (مورد مطالعه: گمرکات استان خراسان رضوی)"، پژوهشنامه مدیریت تحول، دوره 3، شماره 2، صص. 76-95.
Alhabash, S., Park, H., Kononova, A., Chiang, Y.H. & Wise, K. (2012). “Exploring the Motivations of Facebook Use in Taiwan. Cyberpsychology”, Behavior, and Social Networking, Vol. 15(6), PP. 304-311.
Albert, M., Muniz, J. & T.C.O. (2001). “Brand Community”, Journal of Consumer Research, Vol. 27(4), PP. 412-432.
Brandtzaeg, B.P. & Heim, J. (2009). “LNCS 5621 - Why People Use Social Networking Sites”, Lncs.
Chae, H. & Ko, E. (2016). “Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands”, Journal of Business Research, Vol. 69(9), PP. 3804-3812.
Chae, H., Ko, E. & Han, J. (2015). “How do customers’ SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand”, Journal of Global Scholars of Marketing Science, Vol. 25(2), PP. 122-141.
Corbitt, B.J., Thanasankit, T. & Yi, H. (2003). “Trust and e-commerce: a study of consumer perceptions”, Electronic Commerce Research and Applications, Vol. 2(3), PP. 203-215.
Cheung, M.F.Y. & To, W.M. (2011). “Customer involvement and perceptions: The moderating role of customer co-production”, Journal of Retailing and Consumer Services, Vol. 18(4), PP. 271-277.
Franklin, J.C., Mainelli, M. & Pay, R. (2014). “Measuring the value of online communities”, Journal of Business Strategy, Vol. 35(1), PP. 29-42.
Heller Baird, C. & Parasnis, G. (2011). “From social media to social customer relationship management”, Strategy & Leadership, Vol. 39(5), PP. 30-37.
Kaplan, A.M. & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of Social Media.
Krystallis, A. & Chrysochou, P. (2014). “The effects of service brand dimensions on brand loyalty”, Journal of Retailing and Consumer Services, Vol. 21(2), PP. 139-147.
Kim, J.W., Choi, J., Qualls, W. & Han, K. (2008). “It takes a marketplace community to raise brand commitment: the role of online communities”, Journal of Marketing Management, Vol. 24(3-4), PP. 409-431.
Loureiro, S. & Ribeiro, L. (2011). “The effect of atmosphere on emotions and online shopping intention: age differentiation. Australian and New Zealand Marketing Academy Conference. Perth.
Moutinho, L. (2009). “Brand relationships through brand reputation and brand tribalism”, Journal of Business Research, Vol. 62(3), PP. 314-322.
Muñiz, Jr., A.M. & Schau, H.J. (2007). “Vigilante Marketing and Consumer-Created Communications”, Journal of Advertising, Vol. 36(3), PP. 35-50.
Muñiz Jr., A.M. & Schau, H.J. (2005). “Religiosity in the Abandoned Apple Newton Brand Community”, Journal of Consumer Research, Vol. 31(4), PP. 737-747.
Muñiz, Jr., A.M. & Schau, H.J. (2007). “Vigilante Marketing and Consumer-Created Communications”, Journal of Advertising, Vol. 36(3), PP. 35-50.
Nass, C. & Moon, Y. (2000). “Machines and Mindlessness: Social Responses to Computers”, Journal of Social Issues, Vol. 56(1), PP. 81-103.
Nick, H., Mohana, S., Savvas, P., Debra, Z. & Maria, O.R. (2017). “Branding co-creation with members of online brand communities”, Journal of Business Research, Vol. 70, PP. 136-144.
Prahalad, C.K. (2009). “Co-creating unique value with customers”, Strategy and Leadership, Vol. 32(3), PP. 4-9.
Prahalad, C.K. & Ramaswamy, V. (2004). “Co-creation experiences: The next practice in value creation”, Journal of Interactive Marketing, Vol. 18(3), PP. 5-14.
Phua, J., Jin, S.V. & Kim, J.J. (2017). “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”, Telematics and Informatics, Vol. 34(1), PP. 412-424.
Ryan, D. (2016). “Understanding digital marketing: marketing strategies for engaging the digital generation”, Kogan Page Publishers.
Raab, J. & Kenis, P. (2009). “Heading Toward a Society of Networks”, Journal of Management Inquiry, Vol. 18(3), PP. 198-210.
Simeoni, F. & Cassia, F. (2019). “From vehicle suppliers to value co-creators: the evolving role of Italian motorhome manufacturers”, Current Issues in Tourism, Vol. 22(2), PP. 218-236.
Vargo, S.L. & Lusch, R.F. (2004). “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, Vol. 68(1), PP. 1-17.
Youcheng, W. & FESENMAIER, D.R. (2003). “Assessing Motivation of Contribution in Online Communities: An Empirical Investigation of an Online Travel Community”, Electronic Markets, Vol. 13(1), PP. 33-45.
Zaglia, M.E. (2013). “Brand communities embedded in social networks”, Journal of Business Research, Vol. 66(2), PP. 216-223.
Zhang, K. & Sarvary, M. (2011). “Social Media Competition : Differentiation with User-Generated Content.
Zwass, V. (2010). “Co-Creation: Toward a Taxonomy and an Integrated Research Perspective”, International Journal of Electronic Commerce, Vol. 15(1), PP. 11-48.
Zhou, Z., Zhang, Q., Su, C. & Zhou, N. (2012). “How do brand communities generate brand relationships? Intermediate mechanisms”, Journal of Business Research.
