Museums Brand Equity and Social Media: Looking into Current Research Insights and Future Research Propositions

2019 ◽  
pp. 1215-1222
Author(s):  
Zoe-Charis Belenioti ◽  
George Tsourvakas ◽  
Chris A. Vassiliadis
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Future Research ◽  
Research Propositions

scholarly journals Building Brand Equity through Corporate Societal Marketing

2002 ◽  
Vol 21 (1) ◽  
pp. 78-89 ◽  
Author(s):  
Steve Hoeffler ◽  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Awareness ◽  
Future Research ◽  
Research Directions ◽  
Brand Engagement ◽  
Brand Credibility ◽  
Future Research Directions ◽  
Research Propositions ◽  
Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

Social value, content value, and brand equity in social media brand communities

2018 ◽  
Vol 35 (1) ◽  
pp. 18-41 ◽  
Author(s):  
Yongbing Jiao ◽  
Myriam Ertz ◽  
Myung-Soo Jo ◽  
Emine Sarigollu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Value ◽  
Sem Analysis ◽  
Social Value ◽  
Future Research ◽  
Chinese Consumers ◽  
Content Type ◽  
The Usa ◽  
Intrinsic Orientation

Purpose The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis. Findings Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers. Research limitations/implications Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA. Practical implications Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture. Originality/value First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers.

The Effects of Social Media-Based Brand Communities on Brand Loyalty and Brand Equity

2015 ◽  
pp. 216-243
Author(s):  
Amir Khanlari ◽  
Faezeh Rezaei ◽  
Seyed Abolghasem Mira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Online Survey ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Trust ◽  
Brand Community ◽  
Positive Effects

Nowadays, the concept of brand community is tied with media. So, the new concept of social media based brand community without constraint of geography is built. In this chapter, we investigate the effects of social media based brand community on elements of the customer centric model, brand loyalty and brand equity through its antecedents (i.e., brand loyalty, brand trust, perceived quality, brand awareness/ association). An online survey with 170 users of brand community of Cinere Company on Facebook was conducted and path analysis technique was applied for data analysis. The results show that brand community of Cinere on social media has positive effects on all elements of the customer centric model. customer/ other customer and customer/ brand relationships have positive effects on brand loyalty with mediating role of brand trust; and loyalty, perceived quality, brand awareness/association have positive effects on brand equity. Interestingly, brand trust contributes only indirectly to brand equity. Finally, implications for practice and future research opportunities are discussed.

scholarly journals How social media marketing activities affect consumer equity

2021 ◽  
Vol 3 (4) ◽  
pp. 13-19
Author(s):  
Titis Shinta Dhewi ◽  
Arum Prasasti ◽  
Mickhael Kurnianto ◽  
Satria Lintang Rachmadana
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Activities ◽  
Small Medium Enterprises ◽  
Data Collections ◽  
Medium Enterprises

This study aims to find out how social media marketing activities influence consumer equity through brand equity in a culinary brand. The study sample is men and women, 200 respondents, within the age range of 18 to 30 years old This study uses quantitative methods and questionnaires as data collections tools. The data was then analyzed using SmartPLS with the Structural Equation Modelling approach. It is found that social media marketing activities positively influence consumer equity through brand equity in culinary brands. Customer equity is also indirectly affected by brand equity. Therefore, this research can be a basis for future research in social media marketing activities within the scope of culinary brands especially in the context of small-medium enterprises.

Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation

2017 ◽  
Vol 5 (1) ◽  
pp. 70-82
Author(s):  
Soumi Paul ◽  
Paola Peretti ◽  
Saroj Kumar Datta
Keyword(s):  
Social Media ◽  
New Product Development ◽  
Value Creation ◽  
Large Scale ◽  
Customer Orientation ◽  
Customer Relationships ◽  
Future Research ◽  
Management Competencies ◽  
Business Decisions ◽  
Prime Concern

Building customer relationships and customer equity is the prime concern in today’s business decisions. The emergence of internet, especially social media like Facebook and Twitter, changed traditional marketing thought to a great extent. The importance of customer orientation is reflected in the axiom, “The customer is the king”. A good number of organizations are engaging customers in their new product development activities via social media platforms. Co-creation, a new perspective in which customers are active co-creators of the products they buy and use, is currently challenging the traditional paradigm. The concept of co-creation involving the customer’s knowledge, creativity and judgment to generate value is considered not only an upcoming trend that introduces new products or services but also fitting their need and increasing value for money. Knowledge and innovation are inseparable. Knowledge management competencies and capacities are essential to any organization that aspires to be distinguished and innovative. The present work is an attempt to identify the change in value creation procedure along with one area of business, where co-creation can return significant dividends. It is on extending the brand or brand category through brand extension or line extension. This article, through an in depth literature review analysis, identifies the changes in every perspective of this paradigm shift and it presents a conceptual model of company-customer-brand-based co-creation activity via social media. The main objective is offering an agenda for future research of this emerging trend and ensuring the way to move from theory to practice. The paper acts as a proposal; it allows the organization to go for this change in a large scale and obtain early feedback on the idea presented. 

What makes the difference? Employee social media brand engagement

2019 ◽  
Vol 34 (7) ◽  
pp. 1459-1467 ◽  
Author(s):  
Sherese Y. Duncan ◽  
Raeesah Chohan ◽  
João José Ferreira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Emotions ◽  
Content Type ◽  
Word Use ◽  
Brand Engagement ◽  
Analytical Thinking ◽  
Industry Competition ◽  
The Difference ◽  
Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

Twitter Users’ Displays of Affect in the Global Warming Debate

2021 ◽  
pp. 004728162110078
Author(s):  
Shanna Cameron ◽  
Alexandra Russell ◽  
Luke Brake ◽  
Katherine Fredlund ◽  
Angela Morris
Keyword(s):  
Climate Change ◽  
Social Media ◽  
Global Warming ◽  
Content Analysis ◽  
Technical Communication ◽  
Research Team ◽  
Future Research ◽  
Climate Change Research ◽  
Quantitative Content ◽  
Twitter Users

This article engages with recent discussions in the field of technical communication that call for climate change research that moves beyond the believer/denier dichotomy. For this study, our research team coded 900 tweets about climate change and global warming for different emotions in order to understand how Twitter users rely on affect rhetorically. Our findings use quantitative content analysis to challenge current assumptions about writing and affect on social media, and our results indicate a number of arenas for future research on affect, global warming, and rhetoric.

A Survey of Computational Methods for Online Mental State Assessment on Social Media

2021 ◽  
Vol 2 (2) ◽  
pp. 1-31
Author(s):  
Esteban A. Ríssola ◽  
David E. Losada ◽  
Fabio Crestani
Keyword(s):  
Social Media ◽  
Mental Disorders ◽  
Mental State ◽  
Extraction Process ◽  
State Assessment ◽  
Future Research ◽  
Linguistic Markers ◽  
Online Social Media ◽  
Suicide Behaviour ◽  
Social Media Platforms

Mental state assessment by analysing user-generated content is a field that has recently attracted considerable attention. Today, many people are increasingly utilising online social media platforms to share their feelings and moods. This provides a unique opportunity for researchers and health practitioners to proactively identify linguistic markers or patterns that correlate with mental disorders such as depression, schizophrenia or suicide behaviour. This survey describes and reviews the approaches that have been proposed for mental state assessment and identification of disorders using online digital records. The presented studies are organised according to the assessment technology and the feature extraction process conducted. We also present a series of studies which explore different aspects of the language and behaviour of individuals suffering from mental disorders, and discuss various aspects related to the development of experimental frameworks. Furthermore, ethical considerations regarding the treatment of individuals’ data are outlined. The main contributions of this survey are a comprehensive analysis of the proposed approaches for online mental state assessment on social media, a structured categorisation of the methods according to their design principles, lessons learnt over the years and a discussion on possible avenues for future research.

scholarly journals Social Media Use Among Young People in China: A Systematic Literature Review

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110164
Author(s):  
Lian Tang ◽  
Siti Zobidah Omar ◽  
Jusang Bolong ◽  
Julia Wirza Mohd Zawawi
Keyword(s):  
Social Media ◽  
Young People ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Media Use ◽  
Academic Research ◽  
Future Research ◽  
Research Topics ◽  
Social Media Use ◽  
Systematic Analysis

The widespread use of social media has promoted extensive academic research on this channel. The present study conducts a systematic analysis of extant research on social media use among young people in China. This systematic literature review aims to identify and bridge gaps in topics, theories, variables, and conceptual frameworks in studies of social media usage among young people in China. The study aims to develop a cause–effect framework that shows the causal relationships among research structures. The PRISMA method is used to review 20 articles drawn from the Scopus and Google Scholar databases. From the analysis, 10 major research topics, eight theories or models, and a complete framework of causal relations emerge. It is recommended that future research on social media should include a greater diversity of types of social media, investigate a wider range of research topics, and adopt different theories or models. Researchers should also implement a more complete and detailed systematic method for reviewing literature on social media research in China.

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