摘要
社交媒体的巨大增长增加了营销人员和营销学者对这个平台的兴趣。然而，关于社交媒体内容对消费者品牌忠诚的影响，以往的文献没有提供明确的共识。本文提出的荟萃分析整合了223个独立样本的结果，共有97709名受访者。本研究综合前人的研究，围绕品牌忠诚（认知忠诚、情感忠诚和意识忠诚）、用户产生和公司产生的社交媒体内容属性，以及语境特征和控制变量的调节作用，建立了一个概念框架。选定的内容属性（信息质量、信息可信度、信息有用性、积极情绪、互动性和自我一致性）在社交媒体中成为品牌忠诚维度的触发因素。具体来说，作者表明，在大多数关系中，属性对品牌忠诚维度的影响对于公司生成的内容比用户生成的内容更强。结果表明，这些影响取决于背景特征（例如，低参与与高参与，享乐与功利，非持久与持久，人类发展指数和社交媒体平台）。讨论了这些发现对理论和管理意义的贡献，并展望了未来的研究方向。
Abstract
The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers' brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. Selected content attributes (information quality, information credibility, information usefulness, positive emotions, interactivity, and self-congruity) emerged as triggers in social media for dimensions of brand loyalty. Specifically, the authors show that the impact of the attributes on the brand loyalty dimension is stronger for firm-generated content than for user-generated content for most of the relationships. The results indicate that these effects are dependent on contextual characteristics (e.g., low involvement vs. high involvement, hedonic vs. utilitarian, nondurable vs. durable, Human Development Index, and social media platform). The contributions to theory and managerial implications of these findings are discussed, and future research directions are developed.
NETL
NSTL
Sage