We “like” to value the brand: a mixed-method study

Trung Dam Huy Thai, Tien Wang, Tin Trung Nguyen

研究成果: Article同行評審

4 引文 斯高帕斯(Scopus)

摘要

Purpose: From the perspectives of service-dominant logic and social identity theory, this study aims to assess social networking site (SNS) users’ likes as a form of social endorsement as well as its effects on like-clicking behavior, perceived brand value, customer-brand identification and purchase intention. Furthermore, the different effects of social endorsement on the perceived functional, hedonic, social and monetary brand value were investigated so as to support SNS users’ role as value cocreators. Design/methodology/approach: An online survey was administered as a pretest of customer perceptions regarding brands that are liked on SNSs. Next, an experiment was conducted to verify the effects of social endorsement. A mixed-method approach including partial least squares (PLS) and fuzzy set qualitative comparative analysis (fsQCA) was adopted for the data analysis. Findings: The results revealed that like-clicking behavior could be contagious because SNS users exposed to others’ likes were more likely to click the like button themselves. Like-clicking behavior positively influenced the perceived functional, hedonic, social and monetary value of the liked brand. Perceived brand value strengthened customer-brand identification, thereby increasing purchase intention. Originality/value: Like-based social endorsements were confirmed as a type of value cocreation behavior that benefits the endorsed brand by spreading brand awareness, and increasing customer acquisition and retention. An fsQCA approach was developed to measure the moderating effect of users’ propensity to click the like button on perceived brand value, thus contributing to the advancement of fsQCA.

原文English
頁(從 - 到)1265-1284
頁數20
期刊Journal of Product and Brand Management
31
發行號8
DOIs
出版狀態Published - 2022 10月 4

All Science Journal Classification (ASJC) codes

  • 行銷
  • 技術與創新管理

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