Compromiso del consumidor como estrategia de comunicación para fomentar la abogacía de marca en fanpages de Facebook

Autores/as

DOI:

https://doi.org/10.5294/pacla.2022.25.3.3

Palabras clave:

Abogacía de marca, compromiso del consumidor, comunidad virtual de marca, consumidor, estrategias de comunicación, Facebook, internet, marca, redes sociales

Resumen

Debido al gran interés suscitado por académicos y profesionales respecto de la relación y la comunicación entre consumidores y marcas en redes sociales, el presente estudio analiza el compromiso del consumidor con la marca (CBE - consumer brand engagement), su participación en comunidades virtuales de marca y su efecto sobre la abogacía por la marca. Para tal efecto, se realizó una encuesta a 306 usuarios de Facebook en Colombia. Los datos se analizaron mediante un modelo SEM-PLS a través del software Smartpls 3. Los resultados mostraron que la participación del consumidor en comunidades virtuales influye en el CBE e impulsa la abogacía por la marca. Además, se identificó que el CBE puede ser mediador entre comportamientos asociados a la participación en comunidades virtuales de marca y la abogacía por la marca.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Algesheimer, R., Dholakia, U. M. y Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363

Badrinarayanan, V. y Sierra, J. J. (2018). Inferred social approval and brand tribalism: A tale of two communities. Journal of Product and Brand Management, 27(4), 363-374. https://doi.org/10.1108/JPBM-10-2017-1597

Baldus, B. J., Voorhees, C. y Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. https://doi.org/10.1016/j.jbusres.2014.09.035

Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406. https://doi.org/10.1016/S0022-4359(97)90024-5

Bhati, R. y Verma, H. V. (2020). Antecedents of customer brand advocacy: A meta-analysis of the empirical evidence. Journal of Research in Interactive Marketing, 14(2), 153-172. https://doi.org/10.1108/JRIM-12-2018-0165

Bitter, S., Grabner-Kräuter, S. y Breitenecker, R. J. (2014). Customer engagement behaviour in online social networks – the Facebook perspective. International Journal of Networking and Virtual Organisations, 14(1-2), 197-220. https://doi.org/10.1504/IJNVO.2014.065088

Brodie, R. J., Hollebeek, L. D., Jurić, B. e Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703

Brodie, R. J., Ilić, A., Jurić, B. y Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029

Carroll, B. A. y Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2

Chandler, J. D. y Lusch, R. F. (2015). Service systems: A broadened framework and research agenda on value propositions, engagement, and service experience. Journal of Service Research, 18(1), 6-22. https://doi.org/10.1177/1094670514537709

Chiang, H. H., Chang, A., Han, T. S. y McConville, D. (2013). Corporate branding, brand psychological ownership and brand citizenship behaviour: Multilevel analysis and managerial implications. Journal of General Management, 39(1). https://doi.org/10.1177/030630701303900104

Choi, S. A. y Hwang, Y. Y. (2019). The structural relationship between brand engagement and customer delight by sports brand experience. Journal of the Korea Industrial Information Systems Research, 24(3), 51-66. https://doi.org/10.9723/jksiis.2019.24.051

Claffey, E. y Brady, M. (2017). Examining consumers’ motivations to engage in firm‐hosted virtual communities. Psychology & Marketing, 34(4), 356-375. https://doi.org/10.1002/mar.20994

De Greef, M. et al. (2020). Increasing the impact of innovation and advocacy in public libraries across Europe. World Studies in Education, 21(1), 25-44. https://doi.org/10.7459/wse/21.1.03

Dessart, L., Aldás-Manzano, J. y Veloutsou, C. (2019). Unveiling heterogeneous engagement-based loyalty in brand communities. European Journal of Marketing, 53(9), 1854-1881. https://doi.org/10.1108/EJM-11-2017-0818

Dessart, L., Veloutsou, C. y Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. The Journal of Product and Brand Management, 24(1), 28. https://doi.org/10.1108/JPBM-06-2014-0635

Dessart, L., Veloutsou, C. y Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426. https://doi.org/10.1080/0267257X.2015.1130738

Diamantopoulos, A. y Winklhofer, H. M. (2001). Index construction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38(2), 269-277. https://doi.org/10.1509/jmkr.38.2.269.18845

Ferreira, M., Zambaldi, F. y Guerra, D. d. S. (2020). Consumer engagement in social media: Scale comparison analysis. Journal of Product & Brand Management, 29(4), 491-503. https://doi.org/10.1108/JPBM-10-2018-2095

Fornell, C. y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104

Groeger, L., Moroko, L. y Hollebeek, L. D. (2016). Capturing value from non-paying consumers’ engagement behaviours: Field evidence and development of a theoretical model. Journal of Strategic Marketing, 24(3-4), 190-209. https://doi.org/10.1080/0965254X.2015.1095223

Hair Jr., J. F., Sarstedt, M., Hopkins, L. y Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106. https://doi.org/10.1108/EBR-10-2013-0128

Hanson, S., Jiang, L. y Dahl, D. (2019). Enhancing consumer engagement in an online brand community via user reputation signals: A multi-method analysis. Journal of the Academy of Marketing Science, 47(2), 349-367. https://doi.org/10.1007/s11747-018-0617-2

Henseler, J., Ringle, C. M. y Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8

Ho, C.-W. (2014). Consumer behavior on Facebook: Does consumer participation bring positive consumer evaluation of the brand? EuroMed Journal of Business, 9(3), 252-267. https://doi.org/10.1108/EMJB-12-2013-0057

Hollebeek, L. D. y Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41. https://doi.org/10.1016/j.intmar.2018.07.003

Hollebeek, L. D., Glynn, M. S. y Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002

Hollebeek, L. D., Juric, B. y Tang, W. (2017). Virtual brand community engagement practices: A refined typology and model. Journal of Services Marketing. https://doi.org/10.1108/JSM-01-2016-0006

Hollebeek, L. D., Srivastava, R. K. y Chen, T. (2019). SD logic-informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161-185. https://doi.org/10.1007/s11747-016-0494-5

Hsieh, S. H. y Chang, A. (2016). The psychological mechanism of brand co-creation engagement. Journal of Interactive Marketing, 33, 13-26. https://doi.org/10.1016/j.intmar.2015.10.001

Hu, L.-t. y Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424-453. https://doi.org/10.1037/1082-989X.3.4.424

Jaakkola, E. y Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247-261. https://doi.org/10.1177/1094670514529187

Jillapalli, R. K. y Wilcox, J. B. (2010). Professor brand advocacy: Do brand relationships matter? Journal of Marketing Education, 32(3), 328-340. https://doi.org/10.1177/0273475310380880

Kumar, V. y Kaushik, A. K. (2020). Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions. Journal of Travel & Tourism Marketing, 37(3), 332-346. https://doi.org/10.1080/10548408.2020.1757562

Kumar, V. y Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514. https://doi.org/10.1509/jmr.15.0044

Lam, S. K., Ahearne, M., Hu, Y. y Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146. https://doi.org/10.1509/jmkg.74.6.128

Lima, V. M., Irigaray, H. A. R. y Lourenco, C. (2019). Consumer engagement on social media: Insights from a virtual brand community. Qualitative Market Research. https://doi.org/10.1108/QMR-02-2017-0059

Mandl, L. y Hogreve, J. (2020). Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors. Journal of Business Research, 107, 130-137. https://doi.org/10.1016/j.jbusres.2018.09.008

Matute, J., Palau-Saumell, R. y Occhiocupo, N. (2019). Understanding customer brand engagement in user-initiated online brand communities: Antecedents and consequences. Journal of Product & Brand Management, 30(3), 360-376. https://doi.org/10.1108/JPBM-04-2019-2329

Merrilees, B., Miller, D. y Yakimova, R. (2021). Building brands through internal stakeholder engagement and co-creation. Journal of Product & Brand Management, 30(6), 806-818. https://doi.org/10.1108/JPBM-03-2020-2784

Mohanty, P. K. y Dey, D. K. (2020). Consumer-brand engagement with e-commerce market place brands. Journal of Electronic Commerce in Organizations (JECO), 18(3), 21-37. https://doi.org/10.4018/JECO.2020070102

Nunnally, J. C. y Bernstein, I. H. (1994). Psychometric theory (3 ed.). McGraw-Hill.

Obilo, O. O., Chefor, E. y Saleh, A. (2021). Revisiting the consumer brand engagement concept. Journal of Business Research, 126, 634-643. https://doi.org/10.1016/j.jbusres.2019.12.023

Ringle, C., Da Silva, D. y Bido, D. (2014). Modelagem de Equações Estruturais com Utilização do Smartpls. Brazilian Journal of Marketing, 13(2). https://doi.org/10.5585/remark.v13i2.2717

Samala, N., Singh, S., Nukhu, R. y Khetarpal, M. (2019). Investigating the role of participation and customer-engagement with tourism brands (CETB) on social media. Academy of Marketing Studies Journal, 23(1), 1-16. https://doi.org/10.1108/JFMM-04-2018-0045

Schultz, D. E. y Bailey, S. E. (2000). Customer/brand loyalty in an interactive marketplace. Journal of Advertising Research, 40(3), 41-52. https://doi.org/10.2501/JAR-40-3-41-52

Šerić, M. y Vernuccio, M. (2020). The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: The moderating effects of gender. Current Issues in Tourism, 23(17), 2127-2145. https://doi.org/10.1080/13683500.2019.1637403

Shimul, A. S. y Phau, I. (2018). Consumer advocacy for luxury brands. Australasian Marketing Journal, 26(3), 264-271. https://doi.org/10.1016/j.ausmj.2018.05.016

So, K. K. F., King, C. y Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329. https://doi.org/10.1177/1096348012451456

Swimberghe, K., Darrat, M. A., Beal, B. D. y Astakhova, M. (2018). Examining a psychological sense of brand community in elderly consumers. Journal of Business Research, 82, 171-178. https://doi.org/10.1016/j.jbusres.2017.09.035

Turner, J. C., Brown, R. J. y Tajfel, H. (1979). Social comparison and group interest in ingroup favouritism. European Journal of Social Psychology, 9(2), 187-204. https://doi.org/10.1002/ejsp.2420090207

Van Doorn, J. et al. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599

Vargo, S. L. y Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. https://doi.org/10.1007/s11747-007-0069-6

Velar-Lera, M., Herrera-Damas, P. y González-Aldea, P. (2020). Uso de Instagram para la comunicación de las marcas de moda de lujo. Palabra Clave, 23(4), e2344. https://doi.org/10.5294/pacla.2020.23.4.4

Veloutsou, C. y Ruiz-Mafe, C. (2020). Brands as relationship builders in the virtual world: A bibliometric analysis. Electronic Commerce Research and Applications, 39, 100901. https://doi.org/10.1016/j.elerap.2019.100901

Vivek, S. D., Beatty, S. E., Dalela, V. y Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401-420. https://doi.org/10.2753/MTP1069-6679220404

Wallace, E., Buil, I. y de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. The Journal of Product and Brand Management, 23(1), 33. https://doi.org/10.1108/JPBM-06-2013-0326

Wilk, V., Soutar, G. N. y Harrigan, P. (2020). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415-429. https://doi.org/10.1108/JPBM-10-2018-2090

Descargas

Publicado

2022-07-26

Cómo citar

Orozco-Lara, J., Rodríguez-Orejuela, A., & Contreras Ramirez, G. (2022). Compromiso del consumidor como estrategia de comunicación para fomentar la abogacía de marca en fanpages de Facebook. Palabra Clave, 25(3), e2533. https://doi.org/10.5294/pacla.2022.25.3.3

Número

Sección

Artículos