Sự ảnh hưởng của sự gắn kết với nội dung truyền thông xã hội liên quan đến người nổi tiếng đến dự định mua hàng: Sự điều tiết của cảm xúc

Nội dung text: Sự ảnh hưởng của sự gắn kết với nội dung truyền thông xã hội liên quan đến người nổi tiếng đến dự định mua hàng: Sự điều tiết của cảm xúc

1. Trường Đại học Kinh tế - Đại học Đà Nẵng SỰ ẢNH HƯỞNG CỦA SỰ GẮN KẾT VỚI NỘI DUNG TRUYỀN THÔNG XÃ HỘI LIÊN QUAN ĐẾN NGƯỜI NỔI TIẾNG ĐẾN DỰ ĐỊNH MUA HÀNG: SỰ ĐIỀU TIẾT CỦA CẢM XÚC INFLUENCE OF CELEBRITY-RELATED SOCIAL MEDIA CONTENT ENGAGEMENT ON PURCHASE INTENTION: MODERATION BY EMOTION GVHD: ThS. Truong Dinh Quoc Bao SVTH: Nguyen Le Thanh Nhat, Huynh Tieu Ha, Tran Ho Bao Tran, Tran Thi Phuong Tra, Le Nhu Quynh University of Economics - The University of Da Nang huynhtieuha2205@gmail.com TÓM TẮT Mục đích của bài nghiên cứu này chính là nghiên cứu ảnh hưởng của việc người tiêu dùng gắn kết với các nội dung liên quan đến người nổi tiếng trên các phương tiện truyền thông xã hội đối với ý định mua hàng của họ và nghiên cứu sự điều tiết của cảm xúc (tích cực và tiêu cực) lên mối quan hệ này. Thang đo của việc người tiêu dùng tham gia vào các nội dung liên quan đến người nổi tiếng được dựa trên thang đo của Schivinski và các cộng sự (2016). Một cuộc khảo sát với 440 đáp viên là thành viên của các nhóm có nội dung liên quan đến lĩnh vực giải trí và các fandom trên mạng xã hội tại Việt Nam của 4 nghệ sĩ đã được thực hiện. Kết quả của bài nghiên cứu đã xác nhận rằng có tác động tích cực của 3 khía cạnh trong sự tham gia vào các nội dung liên quan đến người nổi tiếng đối với ý định mua hàng và cảm xúc tích cực làm yếu đi sự ảnh hưởng của sự tham gia vào các nội dung liên quan đến người nổi tiếng đến với ý định mua hàng. Ngụ ý của nghiên cứu này là vai trò của sự chứng thực của người nổi tiếng đối với ý định mua hàng của khách hàng. Từ khóa: Sự tham gia vào các nội dung liên quan đến người nổi tiếng, Cảm xúc tích cực, Cảm xúc tiêu cực, Ý định mua, Người nổi tiếng ABSTRACT The purpose of this research is to investigate the influence of the celebrity-related social media content (CRSMC) Engagement of customer on their purchase intention and investigate the moderation effect of emotion (positive and negative) on this relationship. The scale of CRSMC engagement based on the framework of Schivinski et al. (2016). A survey with members (N=440) in groups related to entertainment content and fandom communities on the social network of four celebrities in Vietnam were conducted. The results confirmed that the positive impact of the three dimensions of CRSMC engagement on customer purchase intention and positive emotion weakens the influence of CRSMC engagement on purchase intention is supported. This research implies the role of celebrity endorsement on customer purchase intention. Key words: CRSMC Engagement, Positive Emotion, Negative Emotion, Purchase Intention, Celebrity 84
2. Hội nghị Sinh viên nghiên cứu khoa học năm học 2018-2019 1. Introduction This research concentrates on customer engagement with brand-related social media content and the impact of its to brand purchase intention. The brand in this study is not a product brand but is the human brand. Human here is a celebrity in the entertainment industry. There are some reasons for choosing this topic: Firstly, technological advancement brings a major change in communication as well as modern consumers’ habit, most markedly the advent of social networking sites in recent years. With the development of social media today, customers are easily exposed to many brands and products by watching, reading, sharing, commenting, tagging their friends, use icon liking, heart, crying, angry to express their emotion. Secondly, traditionally, brands are related to products, services, or organizations (Thomson, 2006). The notion of the brand may be complemented by a resource-based perspective, which values brands as “key invisible assets” (Itami and Roehl, 1987). However, the brand is not simply a representation of a tangible product; researchers appreciate that brands can also be human (Thomson, 2006). To research human brand clearly, the study will analyze the impact of celebrity content on an audience's attitudes and behaviors. This is because the entertainment industry is growing, providing opportunities for a variety of famous brands, taking advantage of the widespread idol's phenomenon and love of idol to influence their shopping behavior. A public person is not only able to have love, but there are also negative emotion like envy, jealousy or wrong impressions of them; maybe because of their images or previous information and actions; and these emotions also form the opposing behaviors and attitudes of the fan. Research in the field of entertainment for human brand issues to help bring a more comprehensive and accurate look. Human brand here is a name of celebrities in the entertainment industry that famous with Vietnamese customer or audiences. Thirdly, in our knowledge, this is the first research conducted in Vietnam related to the brand as a “human,” while most of the previous researches were conducted in Europe, the Americas. The brand is human or can be called as “human brand” is not a new concept but still lack of research of its. Human brand in this research is the name of a celebrity in the entertainment industry that is currently growing and having a strong influence on not only Asia but also global citizens. Vietnam is not out of that trend. Lastly, beside investigate the relationship between celebrity-related social media content engagement (CSMCE) and celebrity-related purchase intention, this research was considered the moderation effect of emotion (both positive and negative) on this relationship. Previous researches purposed that the customer’s emotional impacts on the receiving information process that leads to his/her purchase intention. However, scant research considers the effect of emotion on the relationship between social media content engagement and purchase intention. This research tries to be the first ones and test both negative and positive emotion on this relationship. To address these gaps, this research will investigate the influence of CSMCE engagement on purchase intention when be moderated by emotion. The research question is: “How does CRSMC Engagement influence customer celebrity-related purchase intention and how this relationship was moderated by customer emotion of celebrity? 2. Literature review and Methodology 2.1. Literature review 2.1.1. Conceptual definition CEBSC Framework of Schivinski et al. (2016) contains dimensions of CRSMC engagement: Consumption, Contribution, Creation. 85
3. Trường Đại học Kinh tế - Đại học Đà Nẵng Customer Consumption: The consumption of information is based on social media platforms that come from both sides, including those created by the company and created by users. Therefore, there is no distinction between communication sources. This is the most frequent type of online brand activity among consumers (Schivinski, 2014). Customer Contribution: This dimension not only includes creativity but also reflects consumers' contribution to brand-related content thanks to participating in the media. Recently, researchers pay attention to those who are concerned or interested in sharing brand-related content on social media. (Gutiérrez-Cillán, 2017). Customer Creation: To assess consumer engagement with brands based on social media, researchers often research consumer engagement in creating brand-related content. It is the foundation for creating products and brands (Dijk, 2014). Emotions are also a person's positive (i.e., pleased or relaxed) and negative (i.e., angry or annoyed) feelings (Lee, Back, and Kim, 2009) Positive Emotion and Negative Emotion Most commonly, emotions are characterized in terms of two independent dimensions: positive and negative. According to Watson and Tellegen (1985), positive affect reflects the extent to which an individual affirms a zest for life. The following positive emotion are illustrations of how this type of effect has been measured in previous research: 'interested,' 'excited,' 'strong,' 'enthusiastic,' 'proud,' 'alert,' 'inspired' and 'active.' Emotions that are overall regarded as “negative” are normally related to unpleasantness (Colombetti, 2005). Yoo, Park, and MacInnis (1998) measure emotions with a negative feeling dimension (ignored, anxious, nullified, displeased, angry). Negative emotion are normally the outcome of adverse service experience and afterward, a trigger for customer complaint behavior (Westbrook 1987; Bougie, Pieters, and Zeelenberg 2003; Mattsson, Lemmink, and McColl 2004). Purchase intention of celebrity-related The intention to buy is a mixture of consumer interest and the ability to buy products and can therefore be considered a variable from the point of view to measure the future provisions of customers to a brand (Kim and Ko, 2012). Purchase intention is determined that it is a reiterate request that indicates the desire of the buyer to return and this only happens if the customer has achieved the level of satisfaction expected (Anggie and Haryanto, 2011). 2.1.2. Hypothesis Development: The dimension Consumption indicates participating without actively contributing or creating content. Content consumption will allow customers to understand and evaluate sources of information related to celebrities that are credible or not. The more consumption people boost, the more credible the content will affect their purchase intention. If the positive image/ content of the celebrity is regularly displayed to the customer, it is likely that they will buy it (Rucker, 2009). When a customer has consumption on celebrity– related content, they tend to have more interaction with celebrity and even the product represented by him or her. Thereby, this research stated a hypothesis about consumer’s content consumption and purchase intention. Thus, this research proposes: H1: Celebrity-related social media content Consumption influence consumer's purchase intention. The content contribution is the middle level of online brand-related activeness. It concludes both user- to-content and user-to-user interactions about brands. These become critical elements in consumer purchase intention (Trusov, 2009) and have a significant impact on product purchase intentions (Park, 2007). Positive comment highlights a product’s strengths and encourages consumers to choose it, negative comment emphasizes a product’s weaknesses and problems, and has the opposite effect (Duan, 2008). Thus, this research proposes: 86
4. Hội nghị Sinh viên nghiên cứu khoa học năm học 2018-2019 H2. Celebrity-related social media content Contribution influences consumer's purchase intention The creating dimension represents the ultimate level of online brand-related activeness. Customer Creation is defined as consumers’ generation and online publication of brand-related content. When users create content in certain areas that interest them, this allows the next user to make a decision based on previous consumer product impressions and impress the brand or product, making other users use the information obtained to make a decision purchase. Thereby, there is a propitious correlation between content creation and purchase intention. Thus, this research proposes: H3. Celebrity-related social media content Creation influences consumer's purchase intention This research discusses the effect of two aspects of Customer Emotion: Positive and Negative. We found that short-lived emotions toward celebrity evoked from recent experiences influence purchase intention. The data further confirm that positive and negative emotion are two independent variables with purchase intention, which are moderate variables. In building the relationship between customer engagement with celebrity-related social media content and purchase intention, we realize the importance of emotions as moderate variables, which helps control the impact of the engagement on customer behavior. A positive cognitive loop refers to the fact that individuals with positive emotion retrieve more positive than negative memories and these positive memories will affect action tendencies. If the customer has positive emotion toward celebrity, it will positively affect their purchase intention. However, the influence of positive emotion, in this case, weakens the impact of celebrity-related social media content Customer Engagement on their Purchase Intention. On the other hand, as the negative cognitive loop points out, most people want to break the loop. Corresponding predictions could be made regarding the moderating effect of negative emotion. A negative cognitive loop refers that individuals with negative emotion retrieve more negative than positive memories. However, different from a positive loop, these negative memories do not have a corresponding impact on action tendencies. Most people have an attempt to break the negative loop and enhance their emotional well- being; one way of breaking the loop is relying on relevant positive memories (Isen et al., 1978). We therefore, propose that customers with negative emotion may give more weight to any positive experiences retrieved, it means that negative emotion increases the impact of CECRC engagement to customer purchase intention. Thus, this research proposes: H4: Positive emotion moderate (reduce) the relationship between Customer Consumption (H4a), Customer Contribution (H4b), Customer Creation (H4c) and Customer’s Purchase Intention. H5: Negative emotion moderate (increase) the relationship between Customer Consumption (H5a), Customer Contribution (H5b), Customer Creation (H5c) and Customer’s Purchase Intention. Based on these hypotheses, the research was proposed: Figure 1. Research Model 87
5. Trường Đại học Kinh tế - Đại học Đà Nẵng 2.2. Research Method 2.2.1. Research Setting The empirical context of this study focuses on a young audience in Vietnam who have an interest in entertainment information on social media. The brand in this study is “human brand” – personal celebrity brand. This research chose four artists who have both negative and positive information in the past as well as that information that continues today. In particular, four artists including My Tam, Lee Jong Suk, Seungri, Ho Ngoc Ha were chosen representing both Vietnamese and Korean artist, two males and two females, both in music and movie. 2.2.2. Measure This study adapted the scale from previous studies, CRSMC engagement was adapted by Schivinski et al. (2016). PANAS emotional scales was adapted from Watson, Clark, and Tellegen (1988), and purchase intention was adapted from Foroudi (2018). 2.2.3. Sampling The authors sent questions within 1 month from March 25 to April 10, 2019. The authors used two survey facilities: online surveys and door-to-door survey. Online survey focuses on getting data from fans in the fandoms of the four artists. After 1 month, the authors collected 512 answers and 440 usable answers (85.93%). 3. Data analysis 3.1. Exploratory Factor Analysis and Cronbach Alpha After five times operating EFA, item CS5 “I follow a celebrity’s account on the social network site”, item CB4 “I share posts related to celebrity”, item CB5 “I like pictures/graphics related to celebrity”, item CB6 “I like posts related to celebrity”, item CR4 “I write review related to celebrity” failed to meet minimum criteria of having a primary factor loading of .50 or above, so they were rejected. Table 1. Final results of EFA and Cronbach Alpha Factor loadings Items CR NE CB PE PI CS CR3 0.964 CR5 0.949 CR2 0.941 CR4 0.891 CR6 0.882 CR1 0.801 NE4 0.941 NE1 0.859 NE2 0.828 NE3 0.826 88
6. Hội nghị Sinh viên nghiên cứu khoa học năm học 2018-2019 NE5 0.683 CB2 0.991 CB3 0.953 CB1 0.821 CB4 0.764 CB5 0.559 PE3 0.980 PE2 0.980 PE4 0.820 PE5 0.783 PI3 0.904 PI2 0.876 PI1 0.773 PI4 0.651 CS2 0.913 CS1 0.906 CS3 0.818 CS4 0.511 Cronbach’s Alpha 0.974 0.910 0.934 0.949 0.909 0.884 3.2. Testing hypothesis 3.2.1. The relationship between CRSMC engagement and purchase intention The results showed all three hypotheses was supported. R2=.454 means that the proportion of variance in the dependent variable (Purchase Intention) which can be explained 45.4% by the independent variable (Consumption, Contribution, and Creation). Table 2. The result of main effect of CRSMC engagement on purchase intention Hypothesis Beta .Sig Support H1 Consumption on Purchase Intention .154 .000 YES H2 Contribution on Purchase Intention .133 .012 YES H3 Creation on Purchase Intention .501 .000 YES 89
7. Trường Đại học Kinh tế - Đại học Đà Nẵng 3.2.2. Testing moderating effects of emotion on celebrity-related social media content engagement For each hierarchical moderated regression analysis, the predictors (CS, CB, CR) and moderator variable (Positive Emotion, Negative Emotion) were respectively entered at Step 1. The interaction term (e.g., CS × PE) was entered in Step 2, and the effect was analyzed concerning a statistically significant increment in R2 (or ΔR2) and β. For this analysis, the scale scores for Consumption, Contribution, Creation, Positive Emotion, Negative Emotion and Purchase Intention were centered by subtracting each score from the variable mean to reduce multicollinearity between the main effect and the interaction terms and to ensure that the interpretation of the effects would occur at a meaningful value. The centered scores were then used to create the cross-product used as the interaction term in the regression analysis (Cohen, 2003). Table 3: Moderated regression analysis results Dependent variable Independent variable X Moderator Beta Hypothesis Support Consumption X Positive Emotion -0.517* H4a Yes Contribution X Positive Emotion -0.305* H4b Yes Purchase Intention Creation X Positive Emotion -0.281* H4c Yes Consumption X Negative Emotion -0.128 H5a No Contribution X Negative Emotion -0.074 H5b No Creation X Negative Emotion 0.050 H5c No *. Significant at the 0.1 level Figure 2. Significant interaction effect of Consumption and Positive Emotion when predicting Purchase Intention Figure 3. Significant interaction effect of Contribution and Positive Emotion when predicting Purchase 90
8. Hội nghị Sinh viên nghiên cứu khoa học năm học 2018-2019 Figure 4. Significant interaction effect of Creation and Positive Emotion when predicting Purchase Intention 4. Finding discussion 4.1. Finding As the figures shown in the model above, all the three dimensions of Customer Engagement, including Consumption, Contribution, and Creation are positively affect customer's Purchase Intention. In which, the influence of the Customer Contribution (sig=0.012) is the most powerful, it is a positive causal relationship, with higher significant compared to the other two dimensions. In fact, the more customers contribute to celebrity-related content on social media, the more likely they intend to purchase celebrity’s products or products which celebrity roles as the brand’s ambassador. When customers have sympathy for the celebrity, this also positively affects their purchase intention and they are more likely to purchase celebrity’s products. The analyzed result shows that the Positive Emotion has a moderating effect on the influence of CRSMC Engagement on Purchase intention. This indicates that the stronger customer’s Positive Emotion is, the lower impact of CRSMC Engagement on Purchase Intention towards celebrity’s products. The analyzed result shows that the influence of three independent variables including Consumption, Contribution, Creation, on Purchase Intention, however, turned out to be not affected by the Negative Emotion. 4.2. Contribution of research 4.2.1. Theoretical contribution Based on the research of Schivinski (2016), we completed responding to his request in developing the influence of Three-Factor Consumers’ Engagement with Brand-Related Social-Media Content Framework on the purchase intention of customers. The success of this study makes it to become the first study in Vietnam to investigate the field of content engagement and human brand. Besides, this study also analyzes the human brand related purchase intention. The content related to the brand has been used a lot in the research in many different fields, but talking about human brand, this is the first study in Vietnam. This research also fulfills the initial research’s purpose that recognizing the customer emotional impact on the receiving information process which leads to their purchase intention. There has not been a study mentioning the two aspects of emotion moderation at the same time that affecting the participation of customers in the world. 4.2.2. Practical contribution This research provides more understanding of how marketers can enhance the content engagement on social media with specific human brands (Park et al., 2010; Thomson et al., 2005). Celebrity images that directly relate to the brand's image, any event or information related to celebrities will also affect the company's products, companies need to be wise in choosing their representatives. Therefore, in practice, 91
9. Trường Đại học Kinh tế - Đại học Đà Nẵng research provides useful information for companies who want to use celebrities' images to promote their products, because their buying intentions are greatly affected by the information of celebrities on social media. The inappropriate choice will make the company's products seriously impaired in customers mind, on the contrary, the company's brand will be multiplied if the appropriate representative is chosen. Not all fans express their feelings by, praising or rushing into nonsense arguments on the internet, they show their admiration for idols with other practical things. The boycott of a celebrity affected by many factors, in which the commercial value of that celebrity greatly influences their art activities after scandals related to human brand. According to the actual situation in Vietnam, when an artist encounters scandals, they can still continue their artistic activities as long as they are loved by a large number of fans. Because the crowd of anti-fans who have never spent money watching music, buying albums, or buying celebrity products, only fans do it. Along with that, there are still a lot of fans, accepting to pay to own the product from that celebrity, therefore, "boycott" is still a theory in Vietnam. So, the prediction the flow of information that may appear on social media will help brands choose appropriate representatives and thereby highly promote the product's image. REFERENCES [1] Anggie, C., & Haryanto, J. O. (2011). Analysis of the Effect of Olfactory, Approach Behavior, and Experiential Marketing toward Purchase Intention. Gadjah Mada International Journal of Business, 13(1), 85–101. [2] Bougie, Roger, Rik Pieters, and Marcel Zeelenberg. (2003). Angry Customers Don't Come Back, They Get Back: The Experience and Behavioral Implications of Anger and Dissatisfaction in Services. Journal of the Academy of Marketing Science 31:377-393. [3] Colombetti, G. (2005) Appraising Valence. Journal of Consciousness Studies 12(8), 103 – 126. [4] Dijk, J. v. (2014). Effects of co-creation claim on consumer brand perceptions. International Journal of Consumer Studies I, 116. [5] Gutiérrez-Cillán, J. (2017). How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation. Business Research, 8. [6] Isen, A. M., Shalker, T. E., Clark, M., & Karp, L. (1978). Affect, accessibility of material in memory, and behavior: A cognitive loop? Journal of Personality and Social Psychology, 36(1), 1–12 [7] Itami, H., and Roehl, T. W. (1987). Mobilizing Invisible Assets. Cambridge: Harvard University Press. [8] Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. [9] Lee, Y., Back, K. and Kim, J. (2009) Family restaurant brand personality and its impact on customer's emotion, satisfaction, and brand loyalty', Journal of Hospitality& Tourism Research, 33(3), 305-328 [10] Mattsson, Jan, Jos Lemmink, and Rod McColl. (2004). The Effect of Verbalized Emotions on Loyalty in Written Complaints. Total Quality Management & Business Excellence 15 (1):941-958 [11] Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010), “Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers”, Journal of Marketing, Vol. 74(1),1-17. [12] Schivinski, B. (2014). The effect of social media. Journal of Marketing Communications, 20. [13] Schivinski, B. (2016). Measuring Consumers’ Engagement With Brand-Related Social-Media Content Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands. Journal of advertising research . [14] Thomson, M. (2006), “Human brands: investigating antecedents to consumers’ strong attachments to celebrities”, Journal of Marketing, 70 (3), 104-119. 92
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