ایجاد وفاداری به برند در رسانه های اجتماعی: تئوری ها، اندازه گیری ها، سوابق و پیامدها
Building brand loyalty on social media: theories, measurements, antecedents, and consequences
سال انتشار: 2022
رشته: مدیریت
گرایش: بازاریابی
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Identifed research gaps and future research directions
The fndings of this framework-based systematic review revealed several gaps in the current literature. This section provides a detailed account of the issues that need to be addressed in the existing literature regarding the impact of social media on consumer–brand loyalty. In the following sections, we provide identifed gaps and future research questions concerning theoretical development, antecedents and consequences, and measurements of brand loyalty.
Future research directions on theoretical development
Despite the fact that social media platforms have enjoyed explosive growth in the past two decades, there is not a dominant theory used in collected literature. Scholars in the brand management feld adopted a great number of theories from disciplines such as psychology, communication, and sociology to untangle the relationships between the consumers, brands, and brand community. Some gaps in the theory building should be addressed by future researchers.
First, diferent from the traditional brand community, social media communities have unique ways of communication that are drastically diferent from the traditional brand community. However, there is no specifc theory/model emerged to describe or address this nature yet. Therefore, there is a need to develop an overarching theoretical framework that consists of major concepts in the social media community to prescribe the unique characteristics of social media communications. Second, we noticed that all the theories in the brand-community-related theories were published within the past two decades. Therefore, this shows that the scholarship in the feld of brand community studies (and theory development) is still in its early development.
(دقت کنید که این بخش از متن، با استفاده از گوگل ترنسلیت ترجمه شده و توسط مترجمین سایت ای ترجمه، ترجمه نشده است و صرفا جهت آشنایی شما با متن میباشد.)
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