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Comunidades de marca nas redes sociais e o impacto sobre a confiança e lealdade à marca : destaque para o Facebook
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Orientador(es)
Resumo(s)
Cada vez mais os SM e as RS estão presentes no dia-a-dia das pessoas e organizações. Assim, inúmeras empresas criam comunidades de marcas online onde interagem com membros e consumidores através de partilha de conteúdos diversos. As interações dão-se entre marca e membros/consumidores bem como entre os diversos membros da comunidade. Esta dinâmica leva-nos a questionar que impacto é que a participação e ação de engagement por parte das marcas - sobre os membros da comunidade - exercem na relação de maior confiança e lealdade destes face às marcas que seguem.
Para dar resposta a esta questão e poder realizar uma análise comparativa face a estudos anteriores, realizou-se um estudo empírico - adaptado de Laroche et al. (2013) - acrescentando ao modelo do autor um novo constructo que pretende aferir a relação do consumidor com os conteúdos disponibilizados nas RS num contexto de estratégia de engagement.
Os resultados da modelação de equações estruturais mostram que as comunidades de marca estabelecidos nos SM têm um efeito positivo na relação que o consumidor estabelece com o produto, marca, empresa, outros consumidores e conteúdos disponibilizados. Estas relações contribuem de forma positiva para a confiança que o consumidor tem pela marca, confiança esta que impacta de forma igualmente positiva no grau de lealdade que o consumidor tem por esta.
No presente estudo as ações de engagement mostraram ser determinantes para aumentar o sentimento de confiança e lealdade na marca assim como os conteúdos disponibilizados se revelaram determinantes neste contexto de SM e RS.
Nowadays, Social Media and Social Networking Sites are increasingly ubiquitous in the daily life of people and organizations. Thus, numerous companies create online brand communities where they interact with members and consumers through the sharing of diverse content. These interactions take place between the brand and the consumers/members and also between the various members of the community. This dynamic raises questions on how a brand's engagement actions towards community members contribute to a relationship of trust and consumer loyalty towards the brands they follow. In order to answer this question and to be able to perform a comparative analysis with previous studies, an empirical study was conducted - adapted from Laroche et al.,(2013). A new construct was added to the author's model aimed at ascertaining the relationship between the consumer with the contents posted on SNS in a context of engagement strategy. The structural equation modeling results show that brand communities established in SM have a positive effect on the relationship a consumer establishes with the product, brand, company, other consumers and contents. In turn, these relationships contribute positively to the consumer's trust in the brand, and this trust influences positively the loyalty feelings a consumer has towards the brand. In this study, the actions of engagement proved determinant in increasing the feeling of trust and loyalty towards the brand. Also determinant were the contents made available in the context of SM and RS.
Nowadays, Social Media and Social Networking Sites are increasingly ubiquitous in the daily life of people and organizations. Thus, numerous companies create online brand communities where they interact with members and consumers through the sharing of diverse content. These interactions take place between the brand and the consumers/members and also between the various members of the community. This dynamic raises questions on how a brand's engagement actions towards community members contribute to a relationship of trust and consumer loyalty towards the brands they follow. In order to answer this question and to be able to perform a comparative analysis with previous studies, an empirical study was conducted - adapted from Laroche et al.,(2013). A new construct was added to the author's model aimed at ascertaining the relationship between the consumer with the contents posted on SNS in a context of engagement strategy. The structural equation modeling results show that brand communities established in SM have a positive effect on the relationship a consumer establishes with the product, brand, company, other consumers and contents. In turn, these relationships contribute positively to the consumer's trust in the brand, and this trust influences positively the loyalty feelings a consumer has towards the brand. In this study, the actions of engagement proved determinant in increasing the feeling of trust and loyalty towards the brand. Also determinant were the contents made available in the context of SM and RS.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Comunidade de marca conteúdos Redes Sociais Social Media confiança lealdade Brand Community content Social Networking Sites trust loyalty
Contexto Educativo
Citação
Cluny, Madalena da Silva Oliveira e Lima (2016). "Comunidades de marca nas redes sociais e o impacto sobre a confiança e lealdade à marca : destaque para o Facebook". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão