Влияние контента на вовлеченность персонала розничной сети в отношения с брендом в социальных сетях (на примере Facebook)

В статье представлены результаты исследования влияния контента на вовлеченность персонала розничных сетей в отношения с брендом на примере социальной сети Facebook. Работа посвящена описанию подхода к классификации характеристик контента и изучению влияния данных характеристик на вовлеченность персонала в отношения с брендом в социальных сетях. Показана взаимосвязь вовлеченности покупателей в отношения с брендом в социальных сетях и вовлеченности персонала в отношения с брендом в социальных сетях. Новизна авторского подхода заключается в том, что в процессе проведения исследования учитывалась специфика розничных сетей, включая, как специфику бренд-сообщества, так и специфику контента российских розничных сетей в социальной сети Facebook. Результаты исследования позволят маркетологам розничных сетей повысить вовлеченность потребителей в отношения с брендом в социальных медиа. This article is the description of the investigations of the content influence on the Russian FMCG retail chains staff brand involvement in the social network sites (taking Facebook as an example), conducted in April 2019. Recently, most retail chains in the world have actively been using social networks to build relationships with the consumers. The success of the business itself depends upon the success of building those relationships. In this regard, most Russian retail chains have their own Facebook brand page. A consumer brand involvement in social networks is an important goal for every retail chain. In this regard, in recent years, a large number of investigations have been conducted, stating how content affects the consumer brand involvement in the social networks. At the same time, researchers suggest that the brand community is homogeneous and consists of consumers only. However, the logic of serviceoriented marketing itself shows that not only consumers, but also other stakeholders develop the relationships with the brands. The specific feature of the retail chains is a large number of staff who are also the members of the brand communities. According to the Facebook algorithm the staff brand involvement influences on the consumer brand involvement in the social media. That’s why a company should take care not only of the consumers brand involvement but also of the staff brand involvement. This study focuses on the impact of the content on the staff brand involvement in the social networks. It defines the relevance of this investigation. The originality of the author's approach is the analysis of the content influence on the staff brand involvement in the social networks. Based on the previous investigations of the content influence on the consumers brand involvement, the advertising influence on the consumers and other studied content factors, that affect the consumer and staff involvement in the social media, were identified and used in the content analysis that was applied for this investigation. The investigation was conducted by the content analysis method, 460 posts posted on the brand pages of the Russian retail chains on Facebook were analyzed within the period from January 1 till April 30, 2019. The results of the survey allow us to understand what kind of content influences on the staff brand involvement in the social nets. After completing the investigation, the authors developed recommendations for marketers of the retail chains that will allow increasing the staff brand involvement.