Posso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuários

Autores

DOI:

https://doi.org/10.5585/remark.v22i1.21929

Palavras-chave:

Marketing de relacionamento, Relacionamento marca-consumidor, CRM, Redes sociais, Desenvolvimento de escalas

Resumo

Objetivo: O objetivo desse estudo foi examinar a relação entre emoções, percepção de risco, valor percebido e lealdade à marca durante uma crise global para entender como as emoções incidentais, ou seja, emoções não relacionadas à decisão, podem influenciar as percepções do consumidor sobre valor de bens e lealdade à marca.

Metodologia/abordagem:  Usando dados coletados de 290 brasileiros durante a pandemia da Covid-19, um modelo estrutural baseado na percepção de risco, emoções positivas e negativas, valor percebido e lealdade à marca foi proposto e testado empiricamente.

Originalidade/valor: Esta pesquisa confirma que emoções incidentais podem impactar o valor percebido. Sendo assim, a pesquisa aumenta a compreensão do papel das emoções na relação consumidor-produto-marca. Em segundo lugar, o estudo faz uma contribuição metodológica ao analisar as relações entre percepção de crise, emoções positivas e negativas, valor percebido e lealdade à marca em uma situação real.    Vale ressaltar que estudos sobre emoções incidentais no comportamento do consumidor são geralmente induzidos por experimentos.

Resultados: Os resultados mostraram que os respondentes se sentiram alertas e atentos, e estas emoções desempenharam uma função significante na relação entre emoções e valor percebido durante a pandemia. Observou-se que a percepção de risco influencia as emoções negativas e positivas, mas não influencia diretamente a lealdade à marca.

Contribuição teórica e prática: Os resultados fornecem suporte para o modelo, onde as emoções incidentais influenciam o valor percebido. Sendo assim, o estudo contribuiu para a literatura examinando e confirmando a relação entre emoções incidentais e valor percebido. No entanto, a percepção de risco e as emoções não influenciam diretamente a lealdade à marca. Desenvolver produtos e serviços que resolvam os problemas oriundos das emoções vivenciadas durante uma crise podem despertar o interesse do consumidor. Como contribuição social, a pesquisa apresenta que bens e serviços podem auxiliar na regulação emocional.

Biografia do Autor

Yuri de Souza Odaguiri Enes, Universidade de Brasília – UnB

Mestre em Administração

Gisela Demo, Universidade de Brasília – UnB

Doutora em Psicologia

Fernanda Scussel, Universidade Federal de Santa Catarina – UFSC

Doutora em Psicologia 

Talita Silva, Universidade de Brasília – UnB

Mestre em Administração 

Referências

Abedin, B. (2016). Diffusion of Adoption of Facebook for Customer Relationship Management in Australia. Journal of Organizational and End User Computing, 28(1), 56–72.

Azzari, V., & Pelissari, A. (2020). A Consciência da Marca Influencia a Intenção de Compra? O Papel Mediador das Dimensões do Valor da Marca. Brazilian Business Review, 17(6), 669-685. https://dx.doi.org/10.15728/bbr.2020.17.6.4.

Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of retailing and consumer services, 14(1), 35-44.

Barcelos, R., & Rossi, C. (2014). Paradoxes and strategies of social media consumption among adolescents. Young Consumers, 15(4), 275-295. https://doi.org/10.1108/YC-10-2013-00408.

Bardin, L. (2016). Análise de conteúdo. Lisboa: Edições 70 Ltda.

Baumöl, U., Hollebeek, L., & Jung, R. (2016). Dynamics of customer interaction on social media platforms. Electronic Markets, 26(3), 199-202.

Beaudoin, C. E., & Hong, T. (2021). Emotions in the time of coronavirus: Antecedents of digital and social media use among Millennials. Computers in Human Behavior, 123, 106876. https://doi.org/10.1016/j.chb.2021.106876.

Benamar, L., Balagué, C., & Ghassany, M. (2017). The identification and influence of social roles in a social media product community. Journal of computer-mediated communication, 22(6), 337-362.

Bilgin, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. http://dx.doi.org/10.15295/bmij.v6i1.229.

Braxton, D., & Lau-Gesk, L. (2020). The impact of collective brand personification on happiness and brand loyalty. European Journal of Marketing, 54(10), 2365-2386. https://doi-org/10.1108/EJM-12-2019-0940.

Byrne, B.M. (2016). Structural Equation Modelling with AMOS: Basic Concepts, Applications, and Programming; Routledge: New York, NY, USA.

Carlson, J., Gudergan, S. P., Gelhard, C., & Rahman, M. M. (2019). Customer engagement with brands in social media platforms. European Journal of Marketing, 53(9), 1733-1758.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369-375. https://doi.org/10.1089/cyber.2016.0360

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295, 295–336.

Cochran, W. (2007). Sampling techniques, 3. ed. New York: John Wiley & Sons.

Cohen, J. (1992). A power primer. Psychological Bulletin, New York, 112(1), 155-159.

Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Nova York: Psychology Press.

Cuello-Garcia, C., Perez-Gaxiola, G., & Amelsvoort, L. (2020). Social Media can have an impact on how we manage and investigate the COVID-19 pandemic. Journal of Clinical Epidemiology. https://doi.org/10.1016/j.jclinepi.2020.06.028

Dabbous, A., Barakat, K. A., & Navarro, B. Q. (2021). Fake news detection and social media trust: a cross-cultural perspective. Behaviour & Information Technology. https://doi.org/10.1080/0144929X.2021.1963475

Demo, G. Coura, K. Scussel, F., & Azevedo, G. (2021). How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale. Sustainability, 13, 5635. https://doi.org/10.3390/su13105635

Demo, G., & Rozzett, K. (2013). Customer Relationship Management scale for the Business-to Consumer market: exploratory and confirmatory validation and models comparison. International Business Research, 6(11), 29–42.

Demo, G., Silva, T. L., Watanabe, E., & Scussel, F. B. C. (2018). Credibility, audacity and joy: Brand personalities that connect users to social media. BAR - Brazilian Administration Review, 15(4). https://doi.org/10.1590/1807-7692bar2018180088.

Demo, G., Watanabe, E. A. M., Chauvet, D. C. V., & Rozzett, K. (2017). Customer Relationship Management Scale for the B2C Market: a cross-cultural comparison. RAM. Revista de Administração Mackenzie, 18(3), 42-69. DOI: https://doi.org/10.1590/1678-69712017/administracao.v18n3p42-69.

Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. (2018). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing.

Enyinda, C. I., Ogbuehi, A. O., & Mbah, C. H. (2018). Building pharmaceutical relationship marketing and social media impact: An empirical analysis, International Journal of Pharmaceutical and Healthcare Marketing, 12(2), 198-230. https://doi.org/10.1108/IJPHM-02-2017-0007.

Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390.

Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Thousand Oaks, CA: SAGE Publications, Inc.

Fullerton, G. (2003). When Does Commitment Lead to Loyalty?. Journal of Service Research, 5(4), 333-344. https://doi:10.1177/1094670503005004005.

Garanti, Z., & Kissi, P. S. (2019). The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity. International Journal of Bank Marketing.

Gilal, F. G., Paul, J., Gilal, N. G., & Gilal, R. G. (2021). Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis. Psychology & Marketing. 1– 15. https://doi.org/10.1002/mar.21464.

Grace, D., Ross, M., & King, C. (2020). Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52. 101908. https://10.1016/j.jretconser.2019.101908.

Grönroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business & Industrial Marketing.

Grönroos, C. (2017). Relationship marketing and service: An update. Journal of Global Scholars of Marketing Science, 27(3), 201-208. https://doi.org/10.1080/21639159.2017.1318666.

Guan, L., Liang, H., Zhu, J. J. H. (2022). Predicting reposting latency of news content in social media: A focus on issue attention, temporal usage pattern, and information redundancy. Computers in Human Behavior, 127(2022), 107080. https://doi.org/10.1016/j.chb.2021.107080.

Gummerus, J., von Koskull, C., & Kowalkowski, C. (2017). Guest editorial: relationship marketing – past, present and future. Journal of Services Marketing, 31(1), 1-5. https://doi.org/10.1108/JSM-12-2016-0424.

Habibi, M. R., Laroche, M., & Richard, M. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.https://doi.org/10.1016/j.chb.2014.04.016.

Hair, J. F., Babin, B. J., & Black, W. C (2019). Multivariate Data Analysis. Cengage.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on Partial Least Squares Structural Equation Modeling (PLSSEM). Los Angeles: SAGE Publications.

Hall, J. A. (2018). When is social media use social interaction? Defining mediated social interaction. New Media & Society, 20(1), 162-179.

Harris, M. A., Brookshire, R., & Chin, A. G. (2016). Identifying factors influencing consumers’ intent to install mobile applications. International Journal of Information Management, 36(3), 441-450.

Hartmann, N., & Lussier, B. (2020). Managing the sales force through the unexpected exogenous COVID-19 crisis. Industrial Marketing Managemen, 88, 101-111.

Hawkins, K., & Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2), 125-141.

Hayton, J. C., Allen, D. G., & Scarpello, V. (2004). Factor Retention Decisions in Exploratory Factor Analysis: a Tutorial on Parallel Analysis. Organizational Research Methods, 7(2), 191–205. https://doi.org/10.1177/1094428104263675

Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356–364.

Hopkins, J., & Tan, C. H. K. (2021). Choosing a Social Media Platform: Genre and Social Ties in Urban Malaysia. International Journal of Communication, 15, 21.

Jiao, Y., Ertz, M., Jo, M., & Sarigollu, E. (2018). Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers.International Marketing Review, 35(1), 18-41.

Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. J. Prod. Brand Manag, 25, 516–526.

Kerlinger, F. N.; Lee, H. B (2008). Foundations of behavioral research. 5 ed. Independence, KY: Wadsworth Thomson.

Kline, R. B. (2015). Principles and practice of structural equation modeling. 3rd ed. New York: The Guilford Press.

Kunc, J., Reichel, V., & Novotná, M. (2020). Modelling frequency of visits to the shopping centres as a part of consumer's preferences: case study from the Czech Republic. International Journal of Retail & Distribution Management, 48(9), 985-1002.

Laros, J. A., & Puente-Palacios, K. E. (2004). Validação cruzada de uma escala de clima organizacional. Estudos de Psicologia (Natal), 9(1), 113-119.

Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.

Lin, H., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post popularity: Six social media brand post practices for global markets. Business Horizons, 60(5), 621-633. https://doi.org/10.1016/j.bushor.2017.05.006.

Liu, L., Lee, M. K. O., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41(2018), 1-13. https://doi.org/10.1016/j.ijinfomgt.2018.02.006.

Liu, Q., Shao, Z., & Fan, W. (2018). The impact of users’ sense of belonging on social media habit formation: Empirical evidence from social networking and microblogging websites in China. International Journal of Information Management, 43, 209-223.

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280.

McCabe, M. B. (2017). Social media marketing strategies for career advancement: An analysis of LinkedIn. Journal of Business and Behavioral Sciences, 29(1), 85.

Micheaux, A., & Bosio, B. (2019). Customer journey mapping as a new way to teach data-driven marketing as a service. Journal of Marketing Education, 41(2), 127-140.

Mills, A. J., & Plangger, K. (2015). Social media strategy for online service brands. The Service Industries Journal, 35(10), 521–536.

Muhammad, S. S., Dey, B. L., Alwi, S. F. S., Kamal, M. M., & Asaad, Y. (2022). Consumers' willingness to share digital footprints on social media: the role of affective trust. Information Technology & People. https://doi.org/10.1108/ITP-10-2020-0694

Muhammad, S. S., Dey, B. L., Kamal, M. M., & Alwi, S. F. S. (2021). Consumer engagement with social media platforms: a study of the influence of attitudinal components on cutting edge technology adaptation behaviour. Computers in Human Behavior, 121, 106802.

Naranjo-Zolotov, M., Turel, O., Oliveira, T., & Lascano, J. E. (2021). Drivers of online social media addiction in the context of public unrest: A sense of virtual community perspective. Computers in Human Behavior, 121(2021), 106784.

Ngoma, M., & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship marketing and customer loyalty. Cogent Business & Management, 6(1), 1580123. https://doi.org/10.1080/23311975.2019.1580123.

Nunan, D., Sibai, O., Schivinski, B., & Christodoulides, G. (2018). Reflections on “social media: Influencing customer satisfaction in B2B sales” and a research agenda. Industrial Marketing Management, 75, 31-36.

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.

Oliveira, M. L. M. M., & Veloso, A. R. (2015). Dysfunctional consumer behavior: Proposition of a measurement scale. BBR-Brazilian Business Review, 24-49.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, v. 63, p. 33-44.

Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 755-774.

Payne, A. (2012). Handbook of CRM: Achieving excellence in customer management. Oxford: Elsevier

Payne, A., & Frow, P. (2017). Relationship marketing: looking backwards towards the future. Journal of services marketing, 31(1),11-15. https://doi.org/10.1108/JSM-11-2016-0380.

Pei, Y., Xue, W., Yang, Y., Li, D., & Li, Y. (2019). The Impacts of user experience on user loyalty based on O2O innovation platform. Journal of Electronic Commerce in Organizations (JECO), 17(2), 79-87.

Petrescu, M., Dobre, C., & Milovan, A. (2018). Social bonds and millennial consumers' activity in social networks. International Journal of Internet Marketing and Advertising. 12. 290. 10.1504/IJIMA.2018.093411.

Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of science, technology & society, 30(5), 350-361.

Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54, 124.

Ressel, L. B., Beck, C. L. C., Gualda, D. M. R., Hoffmann, I. C., da Silva, R. M., & Sehnem, G. D. (2008). O uso do grupo focal em pesquisa qualitativa. Texto & Contexto Enfermagem, 17(4), 779–786. https://doi.org/10.1590/S0104-07072008000400021

Rossiter, J. R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305-335.

Rozzett, K., & Demo, G. (2010). Desenvolvimento e validação fatorial da escala de relacionamento com clientes (erc). RAE-Revista de Administração de Empresas, 50(4), 383–395.

Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of retailing, 69(2), 193-215.

Scussel, F. B. C., de la Martinière Petrol, M., Semprebon, E., & Da Rocha, R. A. (2017). O que é, afinal, marketing de relacionamento? Uma proposta de conceito unificador. Revista de Ciências da Administração, 19(48), 9-23.

Scussel, F., & Demo, G. (2019). The relational aspects of luxury consumption in Brazil: the development of a Luxury Customer Relationship Perception Scale and the analysis of brand personality influence on relationship perception on luxury fashion brands. BBR. Brazilian Business Review, 16(2), 174–190.

Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in Users' engagement behavior. Journal of Interactive Marketing, 53, 47-65.

Shao, G. (2009). Understanding the Appeal of User-Generated Media: A Uses and Gratification Perspective. Internet Research, 19(1), 7–25.

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die?. Journal of business research, 117, 280-283.

Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6-10. https://doi.org/10.1108/JSM-11-2016-0397.

Shibuya, Y., Hamm, A., & Pargman, T. C. (2022). Mapping HCI research methods for studying social media interaction: Asystematic literature review. Computers in Human Behavior, 129(2022), 107131. https://doi.org/10.1016/j.chb.2021.107131.

Silva, L. R. L., Botelho-Francisco, R. E., Oliveira, A. A. A. A., Pontes, V. R. (2019). A gestão do discurso de ódio nas plataformas de redes sociais digitais: um comparativo entre Facebook, Twitter e Youtube. Revista Ibero-Americana de Ciência da Informação, 12(2), 470-492. https://doi.org/10.26512/rici.v12.n2.2019.22025

Soper, D. S. (2022). A-priori Sample Size Calculator for Structural Equation Models [Software]. Available from https://www.danielsoper.com/statcalc

Souza Neto, A. F. D., & Mello, S. C. B. D. (2009). Características dos relacionamentos estabelecidos em diferentes contextos de serviços sob a ótica do consumidor. Revista de Administração de Empresas, 49(3), 309-322.

Stanková, M. (2020). The Comparative Analysis of Social Media Platforms to Identify A Competitive Advantage Of Tiktok. International Journal of Arts and Commerce, 9(5), 15-24.

Sterrett, D., Malato, D., Benz, J., Kantor, L., Tompson, T., Rosenstiel, T., & Loker, K. (2019). Who shared it?: Deciding what news to trust on social media. Digital Journalism, 7(6), 783-801.

Suoniemi, S., Terho, H., Zablah, A., Olkkonen, R., & Straub, D. W. (2021). The impact of firm-level and project-level it capabilities on CRM system quality and organizational productivity. Journal of Business Research, 127, 108-122.

Tabachnick, B. G., & Fidell, L. S. (2019). Using multivariate statistics. 7.ed. Boston: Pearson Allyn And Bacon.

Tang, J., & Liu, H. (2015). Trust in social media. Synthesis Lectures on Information Security, Privacy, & Trust, 10(1), 1-129.

Taylor, N. (2013). Choosing between social media platforms and understanding the markets they reach. Journal of Digital & Social Media Marketing, 1(3), 283-291.

Trasorras, R., Weinstein, A., & Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning, 27(5), 615-632.

Ursachi, G., Zait, A., & H., Ioana. (2015). How Reliable are Measurement Scales? External Factors with Indirect Influence on Reliability Estimators. Procedia Economics and Finance, 20, 679-686. https://doi.org/10.1016/S2212-5671(15)00123-9.

van Eldik, A., Kneer, J., & Jansz, J. (2019). Urban & online: Social media use among adolescents and sense of belonging to a super-diverse city. Media and Communication, 7(2), 242-253.

Villagra, N, Monfort, A, & Sánchez Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of C onsumer Behavior. 1–11. https://doi-org/10.1002/cb.1922.

Visentin, M., Pizzi, G., & Pichierri, M. (2019). Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands. Journal of Interactive Marketing, 45, 99–112. https://doi:10.1016/j.intmar.2018.09.001

Voorveld, H. A. (2019). Brand communication in social media: a research agenda. Journal of Advertising, 48(1), 14-26.

Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26. https://doi:10.1016/j.intmar.2017.02.004.

Westland, J. C. (2010). Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications, 9(6), 476-487.

Wong, A., & Sohal, A. (2002). Customers’ perspectives on service quality and relationship quality in retail encounters. Managing Service Quality: An International Journal.

Zhang, Z., & Gupta, B. B. (2016). Social media security and trustworthiness: Overview and new direction. Future Generation Computer Systems, 86, 914-925. https://doi.org/10.1016/j.future.2016.10.007

Downloads

Publicado

27.02.2023

Como Citar

Enes, Y. de S. O., Demo, G., Scussel, F., & Silva, T. (2023). Posso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuários. ReMark - Revista Brasileira De Marketing, 22(1), 60–120. https://doi.org/10.5585/remark.v22i1.21929

Edição

Seção

Artigos