Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective
Abstract: In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavio...
Guardado en:
| Autores principales: | , |
|---|---|
| Lenguaje: | English |
| Publicado: |
Universidad de Talca
2020
|
| Materias: | |
| Acceso en línea: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100104 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| id |
oai:scielo:S0718-18762020000100104 |
|---|---|
| record_format |
dspace |
| spelling |
oai:scielo:S0718-187620200001001042019-12-17Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory PerspectiveKujur,FedricSingh,Saumya Visual communication Consumer engagement Social networking sites Consumer-brand relationship Structural equation modelling Abstract: In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization’s key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.15 n.1 20202020-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100104en10.4067/S0718-18762020000100104 |
| institution |
Scielo Chile |
| collection |
Scielo Chile |
| language |
English |
| topic |
Visual communication Consumer engagement Social networking sites Consumer-brand relationship Structural equation modelling |
| spellingShingle |
Visual communication Consumer engagement Social networking sites Consumer-brand relationship Structural equation modelling Kujur,Fedric Singh,Saumya Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective |
| description |
Abstract: In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization’s key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms. |
| author |
Kujur,Fedric Singh,Saumya |
| author_facet |
Kujur,Fedric Singh,Saumya |
| author_sort |
Kujur,Fedric |
| title |
Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective |
| title_short |
Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective |
| title_full |
Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective |
| title_fullStr |
Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective |
| title_full_unstemmed |
Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective |
| title_sort |
visual communication and consumer-brand relationship on social networking sites - uses & gratifications theory perspective |
| publisher |
Universidad de Talca |
| publishDate |
2020 |
| url |
http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100104 |
| work_keys_str_mv |
AT kujurfedric visualcommunicationandconsumerbrandrelationshiponsocialnetworkingsitesusesampgratificationstheoryperspective AT singhsaumya visualcommunicationandconsumerbrandrelationshiponsocialnetworkingsitesusesampgratificationstheoryperspective |
| _version_ |
1714202235788853248 |