More of the same? Effects of volume and variety of social media brand engagement behavior

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.

Download Full-text

Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

Journal of Marketing ◽

10.1177/0022242919854374 ◽

2019 ◽

Vol 83 (5) ◽

pp. 78-96 ◽

Cited By ~ 31

Author(s):

Christian Hughes ◽

Vanitha Swaminathan ◽

Gillian Brooks

Keyword(s):

Social Media ◽

Empirical Evidence ◽

Empirical Investigation ◽

Social Media Platform ◽

Firm Strategies ◽

Brand Engagement ◽

Response Data ◽

Source Expertise ◽

Online Engagement ◽

Media Platform

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

Download Full-text

Investigating the Effects of Narrative Advertising in a Real-Life Setting

International Journal of Market Research ◽

10.1177/14707853211033734 ◽

2021 ◽

pp. 147078532110337

Author(s):

Serdar Yıldız ◽

Necip Serdar Sever

Keyword(s):

Social Media ◽

Real Life ◽

Narrative Transportation ◽

Online Engagement ◽

Real Life Setting ◽

Advertising Context ◽

Engagement Behavior

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.

Download Full-text

Relationship Between Brand Engagement and Social Media Marketing

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.d1082.1284s319 ◽

2019 ◽

Vol 8 (4S3) ◽

pp. 213-218

Keyword(s):

Social Media ◽

Tamil Nadu ◽

Social Media Marketing ◽

Survey Method ◽

Brand Engagement ◽

Media Interaction ◽

Major Factors ◽

Chennai City ◽

The Impact ◽

The Relationship

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

Download Full-text

Employee brand engagement on social media: Managing optimism and commonality

Business Horizons ◽

10.1016/j.bushor.2018.04.001 ◽

2018 ◽

Vol 61 (4) ◽

pp. 635-642 ◽

Cited By ~ 3

Author(s):

Christine S. Pitt ◽

Elsamari Botha ◽

João J. Ferreira ◽

Jan Kietzmann

Keyword(s):

Social Media ◽

Brand Engagement

Download Full-text

Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity

Journal of Research in Interactive Marketing ◽

10.1108/jrim-03-2021-0065 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Tianfu Wang ◽

Yam B. Limbu ◽

Xing Fang

Keyword(s):

Social Media ◽

Country Of Origin ◽

Least Square ◽

Activity Data ◽

Content Type ◽

Global Brands ◽

Brand Engagement ◽

Consumer Animosity ◽

Negative Impacts ◽

The Impact

PurposeThe coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and country-of-market (COM). To address the gap, this study examines how the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity.Design/methodology/approachThe authors collect consumer engagement activity data from Facebook for eight global smartphone brands and match it with the COVID-19 statistics. Ordinary least square (OLS) models are used to estimate the impact on global brands brought by the spread of the COVID-19.FindingsThe results show that consumer brand engagement decreases for all brands in a COM as the number of confirmed COVID-19 new cases increases in the COM. Consumer brand engagement decreases for a brand across all COM as the number of confirmed COVID-19 new cases increases in the brand’s COO. If a brand’s COO is imputed for the pandemic, its consumer brand engagement will receive additional negative impacts across all COM.Originality/valueThis study enriches the COO literature by showing how the spread of a pandemic affects consumer brand engagement via COO and discovers the moderating role of consumer animosity.

Download Full-text

Speak to head and heart: The effects of linguistic features on B2B brand engagement on social media

Industrial Marketing Management ◽

10.1016/j.indmarman.2021.09.005 ◽

2021 ◽

Vol 99 ◽

pp. 1-15

Author(s):

Qi Deng ◽

Yun Wang ◽

Michel Rod ◽

Shaobo Ji

Keyword(s):

Social Media ◽

Linguistic Features ◽

Brand Engagement

Download Full-text

Examining drivers and outcomes of social media brand engagement

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-07-2020-0488 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Civilai Leckie ◽

Abhishek Dwivedi ◽

Lester Johnson

Keyword(s):

Social Media ◽

Consumer Satisfaction ◽

Structural Equation ◽

Online Survey ◽

Perceived Value ◽

Brand Trust ◽

Consumer Engagement ◽

Content Type ◽

Brand Engagement ◽

Brand Congruence

PurposeThis study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approachData were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.FindingsFindings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implicationsThis study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implicationsThese findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/valueBased on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

Download Full-text

Consumer Socialization Process for the Highly Connected Customers

Strategies and Tools for Managing Connected Consumers - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-9697-4.ch001 ◽

2020 ◽

pp. 1-19

Author(s):

Ree C. Ho ◽

Teck Choon Teo

Keyword(s):

Social Media ◽

Brand Image ◽

Shopping Behavior ◽

Customer Engagement ◽

Purchase Decision ◽

Consumer Socialization ◽

Socialization Process ◽

Brand Engagement ◽

Engagement Strategies ◽

Media Applications

Over the past two decades, social media has developed exponentially and significantly changed the customers' shopping behavior. Social media apps enable customers to interact with retailers and other customers closely, and influences their purchase decision. Hence, it is small wonder that businesses are investing time and resources to promote their products and brand image on social media applications. Instagram is best known for its enriched visual features in both image and footage and suitable for developing strong brand engagement. It is a viable platform for businesses to promote their products to customers. This chapter proposes a framework of product learning process with the use of Instagram. It contributes in effective management of social media marketing and provides marketers with the guidelines in using Instagram creatively to roll out customer engagement strategies.

Download Full-text