ソーシャルメディアの活用がブランド・パーソナリティとブランド・アカウント・パーソナリティに与える影響

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Other Title
  • ソーシャル メディア ノ カツヨウ ガ ブランド ・ パーソナリティ ト ブランド ・ アカウント ・ パーソナリティ ニ アタエル エイキョウ
  • The influence of social media use on brand personality and brand account personality

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Description

This study examines the influence of social media use on brand outcomes with a focus on brand personality (BP) and brand account personality (BAP). Social media use is now commonplace among firms, and researchers are considering various relationships with marketing outcomes. However, the relationship between social media use with brand talk and BP is not yet clear.This study considers the influence of a company-managed Twitter account on its brand.Social media use affects both the BP and BAP formed on the account and increases the congruency between BAP and BP, which in turn leads to partly brand outcomes. These results present a theoretical suggestion on the relationship between social media use and BP. In practical terms, we show that firms need to pay attention to the BP on each social media account when building BP and expecting brand outcomes.

Journal

  • 経済経営研究

    経済経営研究 (1), 1-16, 2019-03-20

    首都大学東京大学院経営学研究科経済経営学会

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