Διερευνώντας τη συναισθηματική σύνδεση των καταναλωτών με τα επώνυμα προϊόντα : ο ρόλος των κοινωνικών δικτυών
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Keywords
Συναισθηματική σύνδεση ; Κοινωνικά δίκτυα ; Αγοραστική πρόθεση ; Επώνυμο προϊόν ; Εμπιστοσύνη ; Ευχαρίστηση ; ΑναγνώρισηAbstract
Nowadays, social media have occupied a large part of people’s daily lives, giving them
the opportunity to communicate with each other and engage with their favorite’s brand
profile. Businesses take advantage of this opportunity to reach out their audience by
building emotional bonds that lead to loyalty and repeat buying behavior. The purpose
of this research is to investigate the role played by social media in the emotional
attachment of consumers with branded products. An online questionnaire was used
to conduct the survey, with 127 participants. The results of the survey showed that
users have a moderate presence on social networks and related activities. Even the
feeling of pleasure is the dominant one and the one with the highest frequency at a
moderate intensity. In addition, the social networks of user’s favorite brand were
characterized by a moderate level of satisfaction in terms of reliability, friendliness and
quality content. An important fact is the positively statistically significant correlation that
exists between communication on social networks and brand trust, purchase intention
and brand awareness. In addition, the friendlier the social networks, the greater the
intention to buy the brand in the future. Finally, reliability is the main factor for buying
their favorite brand.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
122Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα