Ảnh hưởng marketing nội dung trên mạng xã hội đến đánh giá trải nghiệm và lòng trung thành thương hiệu
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này nhằm mục đích xây dựng và kiểm định mô hình ảnh hưởng của các giá trị cảm nhận về marketing nội dung trên mạng xã hội, bao gồm giá trị thông tin, giá trị giải trí, giá trị xã hội và giá trị chức năng đến đánh giá trải nghiệm và sau đó là lòng trung thành thương hiệu của khách hàng. Dựa trên mẫu số liệu gồm 382 khách hàng trực tuyến và ước lượng phương trình cấu trúc từng phần (PLS-SEM), các giả thuyết nghiên cứu trong mô hình được kiểm định. Kết quả cho thấy, đánh giá trải nghiệm của khách hàng bị ảnh hưởng lớn nhất bởi giá trị chức năng, các giá trị giải trí và xã hội, và giá trị thông tin. Ngoài ra, đánh giá trải nghiệm có ảnh hưởng rất lớn đến lòng trung thành thương hiệu. Kết quả nghiên cứu là cơ sở đề xuất các giải pháp giúp nhà marketing thiết kế nội dung trên mạng xã hội một cách có hiệu quả.
Chi tiết bài viết
Từ khóa
Marketing nội dung, Giá trị thông tin, Giá trị giải trí, Giá trị xã hội, Giá trị chức năng
Tài liệu tham khảo
Anderson, P. (2008, April 30). What Is Web 2.0? A talk given to London Metropolitan Network. JISC Technology & Standards Watch. http://www.lmn.net.uk/events/30apr2008/PA.pdf
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98-119.
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 12(2), 206-216. http://j.pelet.free.fr/publications/mobile/CONSUMER%20ATTITUDE%20TOWARD%20MOBILE.pdf
Diamantopoulos, A., & Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British journal of management, 17(4), 263-282. https://doi.org/10.1111/j.1467-8551.2006.00500.x
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-21. https://psycnet.apa.org/record/1996-01973-002
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27-41. https://doi.org/10.1016/j.intmar.2018.07.003
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213. https://doi.org/10.1108/00251741111151217
Hair Jr, Joseph F., Hult, G. T. M., Ringle, C. M., & Sartedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Los Angeles: SAGE Publications Ltd.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.https://doi.org/10.1080/15252019.2018.1533501
Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y. A., & Yen, D. A. (2020). Millennial Chinese consumers' perceived destination brand value. Journal of Business Research, 116, 655-665.https://doi.org/10.1016/j.jbusres.2018.06.015
Lou, C. & Xie, Q. (2020). Curating Luxe experiences online? Explicating the mechanisms of luxury content marketing in cultivating brand loyalty. Journal of Interactive Advertising, 20(3), 209-224.https://doi.org/10.1080/15252019.2020.1811177
Loureiro, S. M. C., & Sarmento, E. M. (2018). Enhancing brand equity through emotions and experience: the banking sector. International Journal of Bank Marketing, 36(5), 868-883. https://doi.org/10.1108/IJBM-03-2017-0061
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-157. https://touchrate.com/wp-content/uploads/2017/02/UnderstandingCustomerExperience.pdf
Newberry, C. (2019). A marketer’s guide to using user-generated content on social media. Hootsuite.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing: A Quarterly Publication of the American Marketing Association, 63(4), 33-44. https://doi.org/10.1177/00222429990634s105
Pulizzi, Joe; Barrett, Newt (2009). Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. United States: McGraw-Hill.
Social Media Status (2021). Global Social Media Status: https://datareportal.com/social-media-users
Sajid, S. I. (2016). Social media and its role in marketing. Business and Economics Journal, 7(1), 1000203. http://dx.doi.org/10.4172/2151-6219.1000203
Shaw, C. (2005). Revolutionize Your Customer Experience. Palgrave Macmillan Books. https://link.springer.com/book/10.1057/9780230513457
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51. https://doi.org/10.1509/jmkg.73.5.30
Hartford (2021). The role of a marketing department. https://www.thehartford.com/business-insurance/strategy/creating-marketing-department/role
Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154-163. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=d7328742f33f224b0e99eb591c8811fb8e76cb1a
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98-119.
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 12(2), 206-216. http://j.pelet.free.fr/publications/mobile/CONSUMER%20ATTITUDE%20TOWARD%20MOBILE.pdf
Diamantopoulos, A., & Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British journal of management, 17(4), 263-282. https://doi.org/10.1111/j.1467-8551.2006.00500.x
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-21. https://psycnet.apa.org/record/1996-01973-002
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27-41. https://doi.org/10.1016/j.intmar.2018.07.003
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213. https://doi.org/10.1108/00251741111151217
Hair Jr, Joseph F., Hult, G. T. M., Ringle, C. M., & Sartedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Los Angeles: SAGE Publications Ltd.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.https://doi.org/10.1080/15252019.2018.1533501
Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y. A., & Yen, D. A. (2020). Millennial Chinese consumers' perceived destination brand value. Journal of Business Research, 116, 655-665.https://doi.org/10.1016/j.jbusres.2018.06.015
Lou, C. & Xie, Q. (2020). Curating Luxe experiences online? Explicating the mechanisms of luxury content marketing in cultivating brand loyalty. Journal of Interactive Advertising, 20(3), 209-224.https://doi.org/10.1080/15252019.2020.1811177
Loureiro, S. M. C., & Sarmento, E. M. (2018). Enhancing brand equity through emotions and experience: the banking sector. International Journal of Bank Marketing, 36(5), 868-883. https://doi.org/10.1108/IJBM-03-2017-0061
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-157. https://touchrate.com/wp-content/uploads/2017/02/UnderstandingCustomerExperience.pdf
Newberry, C. (2019). A marketer’s guide to using user-generated content on social media. Hootsuite.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing: A Quarterly Publication of the American Marketing Association, 63(4), 33-44. https://doi.org/10.1177/00222429990634s105
Pulizzi, Joe; Barrett, Newt (2009). Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. United States: McGraw-Hill.
Social Media Status (2021). Global Social Media Status: https://datareportal.com/social-media-users
Sajid, S. I. (2016). Social media and its role in marketing. Business and Economics Journal, 7(1), 1000203. http://dx.doi.org/10.4172/2151-6219.1000203
Shaw, C. (2005). Revolutionize Your Customer Experience. Palgrave Macmillan Books. https://link.springer.com/book/10.1057/9780230513457
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51. https://doi.org/10.1509/jmkg.73.5.30
Hartford (2021). The role of a marketing department. https://www.thehartford.com/business-insurance/strategy/creating-marketing-department/role
Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154-163. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=d7328742f33f224b0e99eb591c8811fb8e76cb1a
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