http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : Luis V. Casaló (검색결과 4 건)
- 무료
- 기관 내 무료
- 유료
-
ANTECEDENTS AND CONSEQUENCES OF FASHION OPINION LEADERSHIP IN INSTAGRAM
Luis V. Casaló,Carlos Flavián,Sergio Ibáñez 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
In the fashion industry, online opinion leaders (e.g. fashion blogs) that may be a source of advice for other consumers have emerged since the beginning of the century. Nowadays, among the several social networking sites (SNS) available, Instagram is also experiencing a steady increase in the amount of active users related to the fashion industry. Taking into account the relevant role of social influencers in the fashion industry (Wiedman et al., 2010) and the increasing use of Instagram by influencers and their followers, this study is thus designed to identify some of the antecedents and consequences of opinion leadership in a fashion Instagram account. First, we consider the perceived characteristics of the account (originality [H1a], uniqueness [H1b], quality [H1c] and quantity [H1d] of the contents posted) as the main antecedent factors of opinion leadership. Second, since opinion leaders are thought to have a great understanding of a specific product category (Thakur et al., 2007), we propose that opinion leadership may influence consumer behavioral intentions (Park, 2013). Specifically, opinion leadership will influence the intention to interact with the Instagram account (H2a), the intention to recommend it (H2b) and the intention to follow the advices obtained there (H2c). Finally, online interaction propensity will reinforce the influence of opinion leadership on interaction (H3a) and recommendation intentions (H3b), and the influence of opinion leadership on the intention to follow the advice will be reinforced when the contents of the account match the consumer personality and interests (i.e. personal fit) (H3c). Data to test these hypotheses was collected from an Instagram account focused on fashion in which a potential influencer posts pictures related to new trends in the fashion industry and that could be imitated by the followers of the account. Specifically, this account has more than 62.000 followers, who were invited to participate in the research. Finally, 808 participants answered a questionnaire including measurement scales adapted from previous literature, using seven-point Likert-type response formats, which respondents rated from 1 (“strongly disagree”) to 7 (“strongly agree”). Partial Least Square was used as the estimation procedure. First, we analysed data to check validity of measures in order to confirm the factor structure, guarantee its internal consistency, and check both convergent and discriminant validity. After that, results of the proposed model reveal that opinion leadership is positively affected by perceived originality (β=.380, p<.01) and uniqueness (β=.298, p<.01), supporting H1a and H1b. However the influence of both perceived quality and quantity is non-significant. In turn, opinion leadership has a significant influence on the intention to continue interacting in the account (β=.558, p<.01), the intention to recommend the account online (β=.482, p<.01), and the consumer intention to follow the advice received in the Instagram account (β=.232, p<.01). As a result H2a, H2b and H2c are supported. Finally, while the interaction effects of online interaction propensity and opinion leadership are not significant, the interaction effect of perceived fit with personal interests and opinion leadership on the consumer intention to follow the advice received in the Instagram account (β=.078, p<.01) is significant. Therefore, H3c is supported. In sum, this study confirms that opinion leadership in the Instagram context may influence consumers and finds that originality and uniqueness are the key variables to develop this leadership and become influential, which suggests several implications for management.
-
THE RELEVANCE OF CREATIVITY AND EMOTIONS IN ENGAGING USERS ON INSTAGRAM
Luis V. Casaló,Carlos Flavián,Sergio Ibáñez-Sánchez 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Consumers are increasingly using social networking sites to get information about their interests. Among them, Instagram has recently reached 800 million active users (Instagram, 2017) and has a higher rate of engagement compared to Facebook or Twitter (Locowise, 2017). Despite its growing relevance, the academic research related to Instagram is still scarce. To go a step further in this topic, this research aims to examine the role played by creativity and positive emotions in driving users’ behaviour on Instagram. On the basis of the Stimulus-Organism-Response (S-O-R) framework (Donovan and Rossiter, 1982; Mehrabian and Rusell, 1974), we propose that perceived creativity (stimulus) applied to the uploaded photos or videos on Instagram results in developing positive emotions (organism) [H1]. In the same way, the use of creative posts can also affect human responses on that account, as affective commitment [H2] and interaction intention [H3]. Additionally, as a consequence of processing the information posted on Instagram account, positive feelings may arouse, resulting in greater affective commitment [H4] and interaction intention [H5]. Finally, users who experience an affective commitment with an account may tend to be more involved by interacting in the account [H6]. Data to test these hypotheses was collected from an Instagram account focused on fashion due to the relevant role that creativity has in this industry and the increasing use of this social networking site among fashion companies (Casaló et al., 2017). We obtained a sample of 808 participants which answered a questionnaire including several multiple-items measurements scales adapted from previous literature. We used a seven-point Likert-type as the response format, from 1 (“strongly disagree”) to 7 (“strongly agree”). Data analyses were carried out using SmartPLS 2.0 (Ringle et al., 2005). First, we analysed data to check validity of measures so as to confirm the factor structure, ensuring internal consistency and both convergent and discriminant validity. Results of the proposed model revealed the positive influence of perceived creativity on positive emotions (H1: β=.24, p<.01), affective commitment (H2: β=.40, p<.01) and interaction intentions (H3: β=.60, p<.01). In addition, positive emotions affect both affective commitment (H4: β=.15, p<.01) and interaction intentions (H5: β=.18, p<.01). Finally, affective commitment is also positively related to interaction intentions (H6: β=.25, p<.01). This study confirms the key role that both perceived creativity and positive emotions have on users’ responses in the Instagram context. These findings have interesting implications for management of Instagram accounts suggesting the development of creative content as well as generating positive emotions to engage followers to a greater extent in the account.
-
-
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
