The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case

2014 ◽  
Vol 23 (2) ◽  
pp. 135-148 ◽  
Author(s):  
Stefano Pace ◽  
Bernardo Balboni ◽  
Giacomo Gistri
Keyword(s):  
Social Media ◽  
Brand Attitude ◽  
Brand Crisis

Brand crisis communication through social media

2016 ◽  
Vol 21 (1) ◽  
pp. 56-72 ◽  
Author(s):  
Yan Wang
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Brand Management ◽  
The Body ◽  
Advertising Campaign ◽  
Content Type ◽  
Negative Effect ◽  
Brand Crisis ◽  
Use Of Social Media ◽  
Corporate Crisis

Purpose – The purpose of this paper is to investigate how companies make use of social media communication to turn crises into opportunities and how consumers respond to this brand management strategy, and evaluate the effects of this kind of advertising campaign. Design/methodology/approach – This study uses the textual analysis method to examine the verbal fight between two brand competitors on Sina Weibo. An interpretative analysis approach is adopted to analyze a series of micro-blog messages and relevant responses and comments. A statistical analysis is conducted to reveal the public opinion on this case. Findings – The brand crisis due to trademark dispute has been successfully turned into an advertising campaign, which received eager and favorable responses from the consumers. In the name of making apologies, the company in crisis availed itself of the Weibo platform to make a veiled protest against the verdict of the Court. The technique “acting cute” was proved to be effective in diminishing the negative effect of a brand crisis and winning public sympathy and support. Research limitations/implications – The research findings may provide insights into the interplay between brand advertising and corporate crisis communication on the platform of social media. Practical implications – This study can inform practitioners of useful techniques to deal with brand crises via social media. Originality/value – The value of this study lies not only in its contribution to the body of knowledge on online crisis management with a case of Chinese companies, but also in its validation of the interplay between crisis communication and advertising.

scholarly journals PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA BRAND SMARTPHONE SAMSUNG

2021 ◽  
pp. 737
Author(s):  
Ketut Dewi Kurnia Sari ◽  
Osa Omar Sharif
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Multivariate Technique ◽  
Analysis Technique

This study aims to determine how the influence of the Electronic Word of Mouth (eWOM) on social media YouTube on Purchase Intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with descriptive research objectives, the type of research is causal, the technique used in this study is non-probability sampling, data collection methods with cross sectional. In this study, the population used in this study were smartphone users in Bandung. The population in this study were smartphone users in Bandung who used social media Youtube. The sampling technique used the Cochran formula so that a minimum sample size of 385 respondents was determined and in the study the valid respondents were 400 respondents. The data analysis technique is a multivariate technique using the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings of this study indicate that there is no effect of eWOM Samsung smartphones on Purchase Intention and the influence of eWOM on the Brand Attitude of Samsung brand smartphones on Youtube social media

scholarly journals The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Human Beings ◽  
Communication Tool ◽  
Environment Analysis ◽  
Media Environment ◽  
The Social ◽  
Advertising Appeal ◽  
The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

scholarly journals Brand crisis in social media: case study using sentiment analysis

Pressacademia ◽  
2018 ◽  
Vol 5 (3) ◽  
pp. 246-254
Author(s):  
Abdullah Onden ◽  
Meltem Kiygi-Calli ◽  
Elif Yolbulan-Okan
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Brand Crisis

scholarly journals Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

2021 ◽  
Author(s):  
Wan-Ting Huang
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Source Credibility ◽  
Final Analysis ◽  
Brand Attitude ◽  
Consumer Involvement ◽  
User Generated Content ◽  
Brand Attitudes ◽  
Brand Authenticity ◽  
Message Type

<p><b>Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. </b></p> <p>This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer.</p> <p>Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. </p> <p>Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. </p> <p>The theoretical and practical implications of these findings are discussed.</p>

Variation matters

2019 ◽  
Vol 29 (6) ◽  
pp. 1469-1484 ◽  
Author(s):  
Guanxiong Huang
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Purchase Intent ◽  
Content Type ◽  
Content Creation ◽  
Content Strategy ◽  
Underlying Mechanisms

Purpose In-feed native ads have become a major social media advertising format. The purpose of this paper is to investigate strategies for leveraging native advertising in terms of content creation and platform selection on social media, proposing that variations in content and platform reduce the intrusiveness of native ads, thereby resulting in enhanced brand attitude and purchase intent. Design/methodology/approach Two experiments were conducted with online samples, employing a 2 (content strategy: repeated ads vs varied ads) × 2 (platform strategy: single platform vs multiple platforms) between-subject factorial design. ANCOVA and structural equation modeling were used to test the hypotheses. Findings When repeated ads were used, the use of multiple platforms reduced ad intrusiveness, resulting in more favorable brand attitude and greater purchase intent as opposed to the use of a single platform. In contrast, when varied ads were used, there were no significant differences in the outcome variables between a single platform and multiple platforms. The results were largely consistent across the two experiments. Originality/value This study contributes to theory advancement by unpacking the underlying mechanisms of processing native advertising and shedding light on which content and platform strategies are the most effective on social media.

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