Engaging consumers through firmgenerated content on Instagram

  1. Estefania Ballester 1
  2. Carla Ruiz 1
  3. Natalia Rubio 2
  1. 1 Universidad de València, España
  2. 2 Universidad Autónoma de Madrid, España
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695 2444-9709

Ano de publicación: 2021

Volume: 25

Número: 3

Páxinas: 355-373

Tipo: Artigo

DOI: 10.1108/SJME-11-2020-0189 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Spanish journal of marketing-ESIC

Obxectivos de Desenvolvemento Sustentable

Resumo

Proposito – El objetivo de este trabajo es analizar el impacto de las percepciones de los consumidores sobre el disfrute y la originalidad del contenido generado por la empresa (CGE) publicado en Instagram en el engagement afectivo del cliente. Ademas, se examina el engagement afectivo del cliente como impulsor de su comportamiento. Diseño/metodología/enfoque – El artículo adopta un enfoque cuantitativo utilizando una muestra de 334 mujeres seguidoras de la cuenta de Instagram de un restaurante ecologico. Tras la validacion de las escalas de medicion, las hipotesis se testaron mediante un modelo de ecuaciones estructurales. Basandonos en el marco S-O-R, se postula que las percepciones de los consumidores sobre el disfrute y la originalidad de las publicaciones de Instagram generan un engagement afectivo del cliente que, a su vez, influye en su comportamiento. Hallazgos – Los resultados mostraron que la percepcion de disfrute y la percepcion de originalidad de las publicaciones de Instagram generadas por un restaurante ecologico tienen una influencia positiva en el engagement afectivo del cliente, que, a su vez, afecta a los comportamientos de recomendacion de los consumidores, la intencion de seguir los consejos del restaurante en Instagram y la intencion de volver a visitar el restaurante. Originalidad/valor – Esta investigacion proporciona una vision novedosa sobre como la percepcion del disfrute y la originalidad de los CGE publicados en Instagram aumenta el engagement afectivo de las mujeres, y amplía el conocimiento sobre como el engagement afectivo de los clientes podría aumentar la comunicacion boca-oído electronica (eCBO) positiva, la intencion de seguir los consejos del restaurante y las intenciones de recompra.

Información de financiamento

The authors gratefully acknowledge the financial support of the University of Valencia (Spain) under Grant UV-INV-AE19-1212255.

Financiadores

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