Tạp chí đã xuất bản
2004
ISSN
ISSN 2615-9813
ISSN (số cũ) 1859-3682

SỐ 204 | THÁNG 3/2023

Vai trò của niềm tin với thương hiệu trên mạng xã hội: Tiền đề và hệ quả

Đinh Văn Hoàng

Tóm tắt:

Nghiên cứu xem xét vai trò của niềm tin với thương hiệu (NTVTH) trên mạng xã hội Facebook dưới ảnh hưởng tiền đề là nhận thức về trách nhiệm xã hội kỹ thuật số (DSR) của khách hàng và hệ quả là hành vi truyền miệng điện tử và lòng trung thành. Nghiên cứu này sử dụng lý thuyết Kích thích phản ứng (SOR) và lý thuyết Trao đổi xã hội (SET) để giải thích mối quan hệ giữa DSR, NTVTH, truyền miệng điện tử và lòng trung thành. Thông qua khảo sát 314 người dùng mạng xã hội Facebook tại Thành phố Hồ Chí Minh (TP.HCM) có tham gia tương tác trực tuyến với các hoạt động trách nhiệm xã hội của doanh nghiệp, kết quả phân tích PLS-SEM cho thấy nhận thức về DSR có ảnh hưởng tích cực đáng kể đến NTVTH, truyền miệng điện tử và lòng trung thành trên mạng xã hội Facebook.

 

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The Role of Brand Trust on Social Networks: Antecedents and Consequences

Abstract:

This study considered the role of the brand trust on Facebook under the influence of the antecedents of customers' perception of digital social responsibility. The consequences are electronic word of mouth (eWOM) and loyalty. This study uses the theory of reaction stimulation (SOR) and social exchange theory (SET) to explain the relationship between digital social responsibility, trust with brands, electronic word-of-mouth (eWOM), and loyalty. Through the survey of 314 Facebook users in Ho Chi Minh City participating in online interaction with the brand’s social responsibility programmes, the results of the PLS-SEM analysis show that the awareness of digital social responsibility has a significant positive influence on the brand trust, eWOM, and loyalty on Facebook.