文章基本信息

标题：Household Reliance on Environmental Income in the Western Serengeti Ecosystem, Tanzania
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作者：Moses Titus Kyando ; Julius William Nyahongo ; Eivin Roskaft 等
期刊名称：Environment and Natural Resources Research
印刷版ISSN：1927-0488
电子版ISSN：1927-0496
出版年度：2019
卷号：9
期号：1
页码：54-63
DOI：10.5539/enrr.v9n1p54
出版社：Canadian Center of Science and Education
摘要：The paper analyzes three models in order to identify the causal combinations of social media usage and management that lead to an improvement of, respectively, brand awareness, brand reputation, and brand loyalty. Data collected from 268 managers operating in organizational units closely involved in marketing and communication activities have been analyzed using fuzzy-set qualitative comparative analysis (fsQCA). Different equifinal pathways emerge, highlighting some commonalities, as well as some specificities. Social media integration with other communication channels and dissemination of information collected through social media within the organization turn out to be two managerial practices with a relevant role in achieving higher brand awareness, brand reputation, and brand loyalty. Moreover, social media responsiveness appears to be crucial for enhancing brand loyalty. These results contribute to the branding and social media literature, providing also interesting insights for practitioners to understand how to strength brands in the social media era.
关键词：Household Socio-Economic Factor; Environmental Income; Environmental Reliance; Serengeti Ecosystem; Wealth Status