Danh tiếng thương hiệu: Tiền đề và hệ quả
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Abstract
This study examined the mediating role of brand reputation on Facebook regarding antecedents of customers' perceptions of digital social responsibility and consequences of eWOM and purchase intentions. The results showed that 304 Facebook users in Ho Chi Minh Cityparticipated in online interaction (like, share, comment) with the social responsibility programs. Resource based theory (RBT) and Theory of reasoned action (TRA) to explain the relationship between digital social responsibility, brand reputation, electronic word of mouth, and purchase intention. Through Smart PLS 3 software for PLS-SEM analysis, the customer's perception of digital social responsibility positively influences brand reputation, electronic word of mouth and purchase intention.
Tóm tắt
Vai trò trung gian của danh tiếng thương hiệu được xem xét trong bài viết dưới ảnh hưởng của tiền tố là nhận thức về trách nhiệm xã hội kỹ thuật số tác động và hệ quả là hành vi truyền miệng điện tử, ý định mua hàng, lấy bối cảnh truyền thông kỹ thuật số trên mạng xã hội Facebook. Đối tượng khảo sát là 304 người dùng mạng xã hội Facebook tại Thành phố Hồ Chí Minh đã tham gia tương tác trực tuyến (like, share, comment) với các chương trình trách nhiệm xã hội của doanh nghiệp. Lý thuyết nguồn lực (Resource based theory-RBT) và lý thuyết hành động hợp lý (Theory of reasoned action-TRA) được sử dụng để giải thích mối quan hệ giữa trách nhiệm xã hội kỹ thuật số, danh tiếng thương hiệu, truyền miệng điện tử và ý định mua hàng. Thông qua phần mềm Smart PLS 3 để phân tích PLS-SEM cho thấy nhận thức về trách nhiệm xã hội kỹ thuật số có ảnh hưởng tích cực đến danh tiếng thương hiệu, truyền miệng điện tử và ý định mua hàng.
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