对企业微博中顾客品牌忠诚度的-研究——以新浪微博为例

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1、摘要Abs仃actABSTRACTSocialmediahavereceivedmuchattentiOninrecentyears．Microbloggingsitesprovideaplatformofinfonnationsharing，disseminating，andacquiringbaSedonusers’relationShips．Theyhavebecomeapopularcommunicationt001inashortperiodoftime．AJongwithcompanies’increasingengagementonmicrobloggings

2、ites，howtoleveragethemarketingpotemialoft

3、liskindofsocialplatf．omremainsanimportantconcemformanymarketers．wecarriedouttworesearchestostudythebrandloyaltyofconsumers．FromtheperspectiVeofrelationshipmarketing，thefirststudywasconducted．Theresultshouldthattheself-congruenceofconsumershasasigni

4、ficantimpactontheirloyaltytomeb舢d．IIlspiredbymeresult，wefurcherproposedthesecondmodeltostudyconsumers’b啪dloyaltyinthesightofbrandpersonali哆．Thisfirstresearchaimstoexplorehowsocial．andself：factorsmayafrectcons啪ers’brandloyaltywhiletheyfollowcompanies’microblogs．Drawinguponthecommitment．trus

5、ttheory，socialinnuencet11eory，andself-congmencetheory，weproposethatneMorkextemalities，socialnomls，aJldself-congnJe】1cearethekeydeternlinantsint11eresearchmodel．TtleimpactsofthesefIactorsonbrandloyaltywillbemediatedbVbrandtrustandbrandcommitment．WeempiricallyteStthemodelmroughanonlinesurvey

6、onanexistingmicrobloggingsite．The矗ndings订lustratematnet、】vorkextemalitiesa11dself-congmencecanpositivelya行ectb啪d仃ust，whichsubsequentlyleadstobrandcommitmentandbr锄d10yalty．MeanwhiIe，socialno皿s，togetherwithself-congruence，directlypositi11nuenceonbrandcommitment．BrandcommitmentisthenpositiveI

7、yassociatedwithbrandloyalty．ThepurposeofthesecondresearchistoadIhssmisgapbyeXploringmee虢ctofb啪dpersonalityonbrandloyaltyincompanies’microblogs．Buildinguponpriorresearchonbrandpersonality，consumersatisf她tion，andbrandloyalty，weproposeandempiricallyteStourresearchmodelWitha11onlinesuⅣeystudyo

8、naJlexistingmicrobloggingsiteinChina．Ourfindingsshowthatt11efourdimensionsofbmdpersonality’includingsincerity，competence，excitement，andsophistication，haVepositiVeimpactsonconsumersatisfaction，which如rtherincreasesconsumers’loyaltytowardbrands．Consumersatisf-act