دانلود رایگان مقاله لاتین نقش رسانه اجتماعی و ارزش برند در طی بحران فراخوان محصول از سایت الزویر
عنوان فارسی مقاله:
نقش رسانه های اجتماعی و ارزش برند در طی بحران فراخوان محصول: چشم انداز ارزش سهامداران
عنوان انگلیسی مقاله:
The role of social media and brand equity during a product recall crisis: A shareholder value perspective
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Conceptual framework
In general, a product recall crisis is perceived as an unfavorable and unexpected event (e.g., Pruitt & Peterson, 1986). The stock market responds to a recall efficiently once all market participants receive the information following the first public release date of the recall (Chu, Lin, & Prather, 2005; Rupp, 2004). Stock returns reflect the expected future cash flow of companies and changes in economy-wide and firm-specific information (Charoenrook & Lewis, 2009). The announcement of a product recall suggests changes in future cash flow, resulting in abnormal stock returns (Govindaraj, et al., 2004). Social media technologies such as the Internet, social networking, and mobile broadband have fundamentally changed the way people connect with each other and with brands. Online WOM is defined as ―any positive or negative statement made by potential, actual, or former customers about a product or a company, which is made available to a multitude of people and institutions via the Internet‖ (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004, p. 39). Online WOM can influence customer perceptions of the overall value of a firm’s offering (Gruen, Osmonbekov, & Czaplewski, 2006). In addition, WOM ACCEPTED MANUSCRIPT ACCEPTED MANUSCRIPT 7 referrals through Internet social networking sites have substantially longer carryover effects than traditional marketing (Trusov, Bucklin, & Pauwels, 2009). Bickart and Schindler (2001) show that online WOM generates greater credibility and relevant information and evokes greater interest and empathy in product topics than the sources of information marketers create on corporate websites. Thus, the amount of control companies have over the content and distribution of the message is limited due to the consumers’ ability to disseminate information with several others (Mangold & Faulds, 2009). Building on these perspectives, we integrate emerging insights from the literature on product recalls, shareholder value, online WOM, and brand equity into a process framework that helps enumerate and explain proposed hypotheses. Figure 1 provides the conceptual framework for investigating the effects of product recalls, online WOM, and brand equity on shareholder value and provides a road map for the organization of the hypotheses in the present study. We first consider the moderating effect of social media metrics in terms of online WOM and a company’s involvement in social media during the product recall crises. Next, we discuss the interaction effect between social media and brand equity on stock performance.
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کلمات کلیدی:
[PDF]Brand Equity through Customer Engagement in Social Media: A ... iosrjournals.org/iosr-jbm/papers/Vol18-issue8/Version-2/F1808023846.pdf the customer engagement based brand equity model through social media and finally the .... therefore indicates how well a consumer will recall or recognize that brand ... or superiority of a product or service regarding its intended purpose in ... [PDF]The Role of Social Media in the Capital Market - Chicago Booth https://research.chicagobooth.edu/.../media/D8422BBA69EF4783B25F713D0BF9911... by LF Lee - 2014 - Cited by 48 - Related articles A product recall constitutes a “crisis” in the recall firm's product market. .... our setting we expect corporate use of social media to have value .... negative impact of the recall on its reputation, brand equity and ultimately future product sales. The Role of Social Media in the Capital Market: Evidence from ... onlinelibrary.wiley.com › ... › Vol 53 Issue 2 › Abstract Mar 27, 2015 - The Role of Social Media in the Capital Market: Evidence from Consumer .... “Does a Firm's Product-Recall Strategy Affect Its Financial Value? ... “Impact of Product-Harm Crises on Brand Equity: The Moderating Role of ...
