Investigating the Effect of Brand Gender on Electronic Word of Mouth in Instagram
Subject Areas : Investigating the optimal situation of technology growth in the country and how to achieve itHossein Norouzi 1 , Amirhossein Khodakarami 2
1 - Assistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.
2 - Msc. of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran
Keywords: Brand Gender, Brand Love, Brand Loyalty, Electronic Word of Mouth, Instagram, Novin Charm,
Abstract :
Rapid changes in advertising tools, especially in the field of communication technologies, have led to the formation of revolutions in the manner and type of advertising Techniques and Tactics, and virtual networks, as one of the newest and most popular tools, have attracted the attention of many businesses and companies. Due to the special conditions of Iran and problems such as sanctions and lack of access to virtual networks such as Facebook Due to Political Reasons, Instagram has become a popular platform for marketing programs of various businesses. The aim of the present study is to investigate the effect of brand gender and its two dimensions masculine and feminine brand personality traits on brand love, brand loyalty and the effect of these two as a stimulus on electronic word of mouth. This applied research is a descriptive survey. Its statistical population is the followers of the Instagram page of the "Novin Charm" brand in Iran. 250 samples were collected using the available non-probability sampling method. Data Analyzes were performed using structural equation modelling And hypotheses were tested using SPSS and Smart PLS. According to the results of this study, brand gender and its two dimensions, masculine and feminine brand personality traits have a positive and significant effect on brand love and brand loyalty And the positive and significant effect of brand love and brand loyalty on Electronic Word of Mouth was confirmed.
1- صادقی، تورج؛ لشکری، محمد؛ و قائم مقامی تبریزی، خدیجه. بررسی تأثیر احساسات و ادراک از نام نشان تجاری (برند) در خرید عطرهای مردانه و زنانه، مجله مدیریت بازاریابی، (6)11، 115-142، 1390.
2. Tuten. T., Solomon, M., & Ladik, D. The Teaching of Social Media Marketing BT - Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Springer International Publishing, 2015.
3. Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter. Journal of Global Marketing, 30(3), 147–160, 2017.
4. Chi, M., Sun, Z., Qin, Y., Shen, J., & Benediktsson, J. A. A Novel Methodology to Label Urban Remote Sensing Images Based on Location-Based Social Media Photos. Proceedings of the IEEE, 105(10), 1926–1936, 2017.
5. Azar, S.L. Toward an understanding of brand sexual associations. Journal of Product & Brand Management, 24(1), 43-56, 2015.
6. Grohmann, B. Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105–119, 2009.
7. Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 376–385, 2019.
8. Vacas de Carvalho, L., Azar, S. L., & Machado, J. C. Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects. Journal of Marketing Management, 36(11–12), 1125–1152, 2020.
9. Batra, R., Ahuvia, A., & Bagozzi, R. P. Brand Love. Journal of Marketing, 76(2), 1–16, 2012.
10. Albert, N., Merunka, D., & Valette-Florence, P. The feeling of love toward a brand: Concept and measurement. ACR North American Advances, 2009.
11. Carroll, B. A., & Ahuvia, A. C. Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89, 2006.
12. Boeuf, B. Boys do not cry: the negative effects of brand masculinity on brand emotions. Marketing Letters, 31(2), 247–264, 2020.
13. Majerova, J., Nadanyiova, M., & Gajanova, L. Some critical remarks to the concept of love brands in contemporary crisis of interpersonal relations. Economic and Social Development: Book of Proceedings, 294–300, 2020.
14. Roberts, K. (2005). Lovemarks: The future beyond brands. Powerhouse books.
15. Safeer, A. A., He, Y., & Abrar, M. The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138, 2021.
16. Nyadzayo, M. W., & Khajehzadeh, S. The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270, 2016.
17. Fraering, M., & S. Minor, M. Beyond loyalty: customer satisfaction, loyalty, and fortitude. Journal of Services Marketing, 27(4), 334–344, 2013.
18. Ngobo, P. V. The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework. Journal of the Academy of Marketing Science, 45(2), 229–250, 2017.
19. Gupta, P., & Harris, J. How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9), 1041–1049, 2010.
20. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet. Journal of Interactive Marketing, 18(1), 38–52, 2004.
21. Lee, K.T., & Koo, D.M. Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974–1984, 2012.
22. Wallace, E., Buil, I., de Chernatony, L., & Hogan, M. Who “Likes” You … and Why? A Typology of Facebook Fans. Journal of Advertising Research, 54(1), 92 LP – 109, 2014.
23. Roy, S. K., Eshghi, A., & Sarkar, A. Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332, 2013.
24. Sung, Y., & Kim, J. Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639–661, 2010.
25. Ares, G., & Deliza, R. Identifying important package features of milk desserts using free listing and word association. Food Quality and Preference, 21(6), 621–628, 2010.
26. Palusuk, N., Koles, B., & Hasan, R. ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1–2), 97–129, 2019.
27. Gremler, D. D. (1995). The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty. Arizona State University.
28. Dick, A. S., & Basu, K. Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99–113, 1994.
29. Alavijeh, M. R. K., Esmaeili, A., Sepahvand, A., & Davidaviciene, V. "The effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention. Engineering Economics, 29(2), 236–246, 2018.
30. Yoo, B., & Donthu, N. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14, 2001.
31. Bock, G.-W., Zmud, R. W., Kim, Y.-G., & Lee, J.-N. Behavioral Intention Formation in Knowledge Sharing: Examining the Roles of Extrinsic Motivators, Social-Psychological Forces, and Organizational Climate. MIS Quarterly, 29(1), 87–111, 2005.
32. Cheung, C. M. K., & Lee, M. K. O. What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225, 2012.
33. Bambauer-Sachse, S., & Mangold, S. Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45, 2011.
34. Lee, S., Manthiou, A., Jeong, M., Tang, L., & Chiang, L. Does Consumers’ Feeling Affect Their Quality of Life. Roles of Consumption Emotion and Its Consequences. International Journal of Tourism Research, 17(4), 409–416, 2015.
