عنوان انگلیسی مقاله:

Viral effects of social network and media on consumers’ purchase intention

ترجمه عنوان مقاله: اثرات ویروسی شبکه اجتماعی و رسانه بر تمایل خرید مصرف کنندگان

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 5 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده انگلیسی مقاله

Abstract Viral effects of social network and media on consumers’ purchase intention

This study applies structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) method to data from social network media (SNM) users’ surveys to identify possible SNM viral effects on consumers’ purchase intention. SEM assesses the relationship between the criteria; fsQCA assesses the cause-andeffect process. Data from 36 valid variables validate the research model. This research surveys SNM users who use at least threemajor SNMplatforms (i.e. Facebook, Instagram, and Youtube).

Combination of Theory Reasoned Action (TRA), Information Adaption Model (IAM), perceived risk, and social interaction as additional external constructs shows source credibility and social influence critically affect attitude and subjective norms, which lead to purchase intention. SEM results show that social integration has no direct effect on subjective norms. However, fsQCA results show that social influence together with perceived risk in SNM sites affects consumers’ purchase intention.

Keywords: Viral marketing, eWOM, SEM, fsQCA

مقدمه انگلیسی مقاله

Viral effects

Since last decade, social network andmedia (SNM) sites are growing rapidly (Farooq & Jan, 2012). SNM sites benefit marketers and consumers. Online SNM sites such as Twitter, Facebook, and Instagram affect individual’s lives significantly by creating links among individuals that trust SNM sites.

Scholars define SNM as a graph of relationships and interactions within a group of individuals, oftenmediating in spreading information, ideas, and influence among the members (Kempe, Kleinberg, & Tardos, 2003).Mostweb-based SNMservices providemeans for online interaction, allowing the sharing of ideas, activities, events, and interests within individual networks. These services act as word-of-mouth (WOM) because participants repeat the information on SNM (Zhaveri, 2013).

SNM viral marketing is a special form of electronicWOM (eWOM) marketing that encourages and facilitates consumers’ exchange of favorable opinions on products/services, companies, or brands; this eWOM also allows passing along promotional messages to relatives and friends on SNMsites. Companies are adopting viral marketing strategy because of its low-cost management. This study addresses the research gap regarding the importance of understanding SNMviralmarketing’s effect on consumers’ purchase intention.

The purpose is to measure SNM sites’ viral effect on product/ service purchase intention with Theory Reason Action (TRA), Information Adoption Model (IAM), and the perceived risk. This approach allows researchers and practitioners to deepen their knowledge and to take advantage from SNM viral marketing.

نتیجه انگلیسی مقاله

Conclusion article Viral effects of social network and media on consumers’ purchase intention

Following Ragin (2008), fsQCA analysis results consist of three solutions in Table 4, which show acceptable consistency of more than 0.85.
All these three causal recipes contain source credibility and the configurations of the following five antecedents: argument quality, social integration, social influence, subjective norms, and perceived risk. Credible source and social integration in the form of review transparency about new products/services, with the influence from friends and relatives  as additional configuration, affect users’ purchase intention on SNM sites.

However, credible source in combination with argument quality and reviewers’ transparency leads to users’ subjective norms, which are sufficient to achieve good performance on affecting users’ intention on SNM sites. Users posting about new products/services receive good reviews and arguments as responses. Interaction on SNM sites builds transparency. On the one hand, both solution 1 and 2 are strategies that emphasize transparency of credible sources within SNM viral marketing as an important information about product/service that influences users’ purchase intention. Thus, the higher the number of credible sources and their information transparency, the higher users’ purchase intention on SNM sites.

http://modir3-3.ir/images/drtrans.png

 

 

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