Embedding Consumers – Mediation of Social Media Engagement Effects on Consumerbrand Relationships

2014 ◽  
pp. 15-15
Author(s):  
Julia Schamari ◽  
Tobias Schaefers
Keyword(s):  
Social Media ◽  
Social Media Engagement

Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of Malaysian Modest Fashion Industry

2020 ◽  
Vol 24 (02) ◽  
pp. 2500-2508
Author(s):  
Zulkarnian Ahmad ◽  
Ami Suhana Menon ◽  
Cordelia Mason ◽  
Mohd Farid Shamsudin ◽  
Ilham Sentosa
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Fashion Industry ◽  
Brand Engagement ◽  
Social Media Engagement ◽  
Young Consumers

Social media engagement, service complexity, and experiential quality in US hospitals

2020 ◽  
Vol 34 (6) ◽  
pp. 833-845 ◽  
Author(s):  
Youngsu Lee ◽  
Joonhwan In ◽  
Seung Jun Lee
Keyword(s):  
Social Media ◽  
Demographic Data ◽  
Positive Association ◽  
Customer Engagement ◽  
Service Firms ◽  
Multiple Sources ◽  
Cross Sectional ◽  
Content Type ◽  
Social Media Engagement ◽  
Experiential Quality

Purpose As social media platforms become increasingly popular among service firms, many US hospitals have been using social media as a means to improve their patients’ experiences. However, little research has explored the implications of social media use within a hospital context. The purpose of this paper is to investigate a hospital’s customer engagement through social media and its association with customers’ experiential quality. Also, this study examines the role of a hospital’s service characteristics, which could shape the nature of the interactions between patients and the hospital. Design/methodology/approach Data from 669 hospitals with complete experiential quality and demographic data were collected from multiple sources of secondary data, including the rankings of social media friendly hospitals, the Hospital Compare database, the Center for Medicare and Medicaid (CMS) cost report, the CMS impact file, the Healthcare Information and Management Systems Society Analytics database and the Dartmouth Atlas of Health Care. Specifically, the authors designed the instrumental variable estimate to address the endogeneity issue. Findings The empirical results suggest a positive association between a hospital’s social media engagement and experiential quality. For hospitals with a high level of service sophistication, the association between online engagement and experiential quality becomes more salient. For hospitals offering various services, offline engagement is a critical predictor of experiential quality. Research limitations/implications A hospital with more complex services should make efforts to engage customers through social media for better patient experiences. The sample is selected from databases in the US, and the databases are cross-sectional in nature. Practical implications Not all hospitals may be better off improving the patient experience by engaging customers through social media. Therefore, practitioners should exercise caution in applying the study’s results to other contexts and in making causal inferences. Originality/value The current study delineates customer engagement through social media into online and offline customer engagement. This study is based on the theory of customer engagement and reflects the development of mobile technology. Moreover, this research may be considered as pioneering in that it considers the key characteristics of a hospital’s service operations (i.e., service complexity) when discovering the link between customers’ engagement through a hospital’s social media and experiential quality.

Social media engagement for global influencers

2021 ◽  
pp. 1-15
Author(s):  
Kara Bentley ◽  
Charlene Chu ◽  
Cristina Nistor ◽  
Ekin Pehlivan ◽  
Taylan Yalcin
Keyword(s):  
Social Media ◽  
Social Media Engagement

scholarly journals A computational reward learning account of social media engagement

2021 ◽  
Vol 12 (1) ◽  
Author(s):  
Björn Lindström ◽  
Martin Bellander ◽  
David T. Schultner ◽  
Allen Chang ◽  
Philippe N. Tobler ◽  
...  
Keyword(s):  
Social Media ◽  
Human Behavior ◽  
Computational Models ◽  
Average Rate ◽  
Human Life ◽  
Modern Human ◽  
Reward Learning ◽  
Learning Mechanisms ◽  
Social Media Engagement ◽  
Social Rewards

AbstractSocial media has become a modern arena for human life, with billions of daily users worldwide. The intense popularity of social media is often attributed to a psychological need for social rewards (likes), portraying the online world as a Skinner Box for the modern human. Yet despite such portrayals, empirical evidence for social media engagement as reward-based behavior remains scant. Here, we apply a computational approach to directly test whether reward learning mechanisms contribute to social media behavior. We analyze over one million posts from over 4000 individuals on multiple social media platforms, using computational models based on reinforcement learning theory. Our results consistently show that human behavior on social media conforms qualitatively and quantitatively to the principles of reward learning. Specifically, social media users spaced their posts to maximize the average rate of accrued social rewards, in a manner subject to both the effort cost of posting and the opportunity cost of inaction. Results further reveal meaningful individual difference profiles in social reward learning on social media. Finally, an online experiment (n = 176), mimicking key aspects of social media, verifies that social rewards causally influence behavior as posited by our computational account. Together, these findings support a reward learning account of social media engagement and offer new insights into this emergent mode of modern human behavior.

scholarly journals It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

2021 ◽  
Author(s):  
Christian Rudeloff ◽  
Stefanie Pakura ◽  
Fabian Eggers ◽  
Thomas Niemand
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Fuzzy Set ◽  
Exploratory Study ◽  
Communication Strategies ◽  
Qualitative Comparative Analysis ◽  
Communication Models ◽  
Social Media Engagement ◽  
Start Ups

AbstractThis manuscript analyzes start-ups’ usage of different communication strategies (information, response, involvement), their underlying decision logics (effectuation, causation, strategy absence) and respective social media success. A multitude of studies have been published on the decision logics of entrepreneurs as well as on different communication strategies. Decision logics and according strategies and actions are closely connected. Still, research on the interplay between the two areas is largely missing. This applies in particular to the effect of different decision logics and communication models on social media success. Through a combination of case studies with fuzzy-set Qualitative Comparative Analysis this exploratory study demonstrates that different combinations of causal and absence of strategy decision logics can be equally successful when it comes to social media engagement, whereas effectuation is detrimental for success. Furthermore, we find that two-way-communication is essential to create engagement, while information strategy alone cannot lead to social media success. This study provides new insights into the role of decision logics and connects effectuation theory with the communication literature, a field that has been dominated by causal approaches.

Video Advertising: Connection and differences between consumers?

2021 ◽  
Vol 3 (1) ◽  
pp. 14-25
Author(s):  
Sónia Ferreira ◽  
Sara Santos ◽  
Pedro Espírito Santo
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Conceptual Model ◽  
The Internet ◽  
Internet Search ◽  
Video Advertising ◽  
Social Media Engagement

The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.

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