[雙語翻譯]社交媒體外文翻譯--社交媒體對奢侈品品牌管理的潛力

1、5500 英文單詞， 英文單詞，3.2 萬英文字符，中文 萬英文字符，中文 1 萬字 萬字文獻(xiàn)出處： 文獻(xiàn)出處：Seung‐A Annie Jin. The potential of social media for luxury brand management[J]. Marketing Intelligence Tynan et al., 2010). User-generated branding (UGB), defined

2、 as “the strategic and operative management of brand-related user-generated content (UGC) to achieve brand goals” (Burmann et al., 2009, p. 66), is rooted in the theoretical framework of the identity-based brand manageme

3、nt approach, which views brand identity as consumers’ self-reflection (Burmann and Arnhold, 2009). In light of this symbolic function of brands in consumer identity construction, the present study examined value-expressi

4、ve and social-adjustive functions of luxury brands in the context of social media.Luxury brands are expected to evoke uniqueness and exclusivity through high quality, premium pricing, and controlled distribution. With th

5、e exponential growth of SNSs and various (Dhar and Chang, 2009). Social media like Facebook and Twitter are a developing form of virtual communities (“mediated social spaces in the digital environment that allow groups t

6、o form and be sustained primarily through ongoing communication processes” (Bagozzi and Dholakia, 2002, p. 3)). Unlike many traditional media where individuals consume content passively, community members in these settin

7、gs create content through active participation. Such consumer-generated content shapes virtual communities’ unique characteristics and influences the creation of a capital of knowledge or opinions. Previous research

8、 demonstrates that consumers prefer recommendations from other consumers over professional reviews by critics, especially for hedonic goods (Dellarocas et al., 2007; Smith et al., 2005). This finding implies the pote

9、ntial impact of UGC about hedonic brands embedded in social media on brand management because luxury brands represent consumers’ hedonic, as opposed to utilitarian, motivation.The main objective of this project was to te

10、st the potential of social media marketing for luxury brand management. To investigate consumers’ perceptions of an actual luxury brand currently available in the global market and its real Facebook page available on the

11、 web in an ecologically valid setting, this study leveraged the world’s largest luxury brand Louis Vuitton’s Facebook. The present research also prompted participants to explore Louis Vuitton’s Facebook page actively, ev

12、aluate the brand’s Facebook interfaces (e.g. Facebook wall, overall design, recent updates, profile pictures, information, photos, videos, consumer-generated contents (“Like,” “comments,” “share,” “talk about the page”),

13、 brand-consumer interactions, etc.), and indicate their perceptions of the luxury brand embedded in its social media and behavioral intentions to utilize the luxury brand’s social media for online searching. Visiting Lou

14、is Vuitton’s Facebook may stimulate consumers’ interest in using Facebook for online shopping. This perk, in turn, may result in consumers’ behavioral intentions to (re)visit Louis Vuitton’s Facebook and other social med

15、ia in which a wide range of brand-related UGCs are available. The first research question (RQ1), therefore, examined the relationship between consumers’ willingness to utilize Facebook for online shopping- related search

16、 and their intentions to (re)visit Louis Vuitton’s social media:RQ1. Is there a correlation between consumers’ interest in utilizing Facebook for online shopping-related search and their intentions to (re)visit a luxury

17、brand’s social media?The widespread phenomenon of research online and purchase offline (ROPO) indicates that consumers conduct their product research online but purchase via traditional channels such as offline stores (H

18、eil et al., 2010). ROPO is an important construct to investigate in consumer research on interactive marketing and online shopping. As the pure internet model has given way to hybrid forms of e-commerce whereby firms com

19、bine their traditional brick-and-mortar businesses with web channels (Whitten et al., 2001), “click-and-mortar” and “cyber-enhanced retailing” have emerged as distinct business models (Otto and Chung, 2000). Such hybrid

20、companies obtain competitive advantages from cost reductions, value-added services, and extensions into new markets made possible by integrating their physical stores and virtual presence (Steinfield et al., 2001). As a

21、result, e-commerce and online shopping might be perceived as a threat to brands with only offline brick-and-mortar stores.The ROPO phenomenon is particularly relevant to luxury brands’ products given the high costs of pu

22、rchasing and the high risks of counterfeit luxury brands online. ROPO in luxury brand consumption can be operationally defined as consumers’ behavioral intentions to visit a luxury brand’s online channels before making a