Judging a book by its cover: investigating consumer responses towards social cue in social media influencer marketing

2021 ◽  
pp. 1-15
Author(s):  
Xiaohan Hu ◽  
Mike Z. Yao
Keyword(s):  
Social Media ◽  
Consumer Responses ◽  
Social Cue

scholarly journals Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages

2020 ◽  
Vol 52 ◽  
pp. 118-136
Author(s):  
Denitsa Dineva ◽  
Jan Breitsohl ◽  
Brian Garrod ◽  
Philip Megicks
Keyword(s):  
Social Media ◽  
Conflict Management ◽  
Management Strategies ◽  
Non Profit ◽  
Consumer Responses

Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses

2018 ◽  
Vol 41 ◽  
pp. 60-80 ◽  
Author(s):  
Renato Hübner Barcelos ◽  
Danilo C. Dantas ◽  
Sylvain Sénécal
Keyword(s):  
Social Media ◽  
Consumer Responses ◽  
Tone Of Voice

scholarly journals Optimizing Fixation Filters for Eye-Tracking on Small Screens

2021 ◽  
Vol 15 ◽  
Author(s):  
Julia Trabulsi ◽  
Kian Norouzi ◽  
Seidi Suurmets ◽  
Mike Storm ◽  
Thomas Zoëga Ramsøy
Keyword(s):  
Social Media ◽  
Eye Tracking ◽  
Eye Gaze ◽  
Methodological Approach ◽  
Detection Algorithm ◽  
Validity And Reliability ◽  
Consumer Responses ◽  
Detection Algorithms ◽  
Total Fixation ◽  
Fixation Detection

The study of consumer responses to advertising has recently expanded to include the use of eye-tracking to track the gaze of consumers. The calibration and validation of eye-gaze have typically been measured on large screens in static, controlled settings. However, little is known about how precise gaze localizations and eye fixations are on smaller screens, such as smartphones, and in moving feed-based conditions, such as those found on social media websites. We tested the precision of eye-tracking fixation detection algorithms relative to raw gaze mapping in natural scrolling conditions. Our results demonstrate that default fixation detection algorithms normally employed by hardware providers exhibit suboptimal performance on mobile phones. In this paper, we provide a detailed account of how different parameters in eye-tracking software can affect the validity and reliability of critical metrics, such as Percent Seen and Total Fixation Duration. We provide recommendations for producing improved eye-tracking metrics for content on small screens, such as smartphones, and vertically moving environments, such as a social media feed. The adjustments to the fixation detection algorithm we propose improves the accuracy of Percent Seen by 19% compared to a leading eye-tracking provider’s default fixation filter settings. The methodological approach provided in this paper could additionally serve as a framework for assessing the validity of applied neuroscience methods and metrics beyond mobile eye-tracking.

The roles of message appeals and orientation on social media brand communication effectiveness

2018 ◽  
Vol 30 (4) ◽  
pp. 1135-1158 ◽  
Author(s):  
Sony Kusumasondjaja
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Media Marketing ◽  
Communication Effectiveness ◽  
Message Content ◽  
Brand Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Social Media Platforms ◽  
Message Appeals

PurposeThe purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.Design/methodology/approachA content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.FindingsInteractive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.Research limitations/implicationsThe findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.Originality/valueThis is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

Analyzing media types and content orientations in Facebook for global brands

2015 ◽  
Vol 9 (1) ◽  
pp. 4-30 ◽  
Author(s):  
Dae-Hee Kim ◽  
Lisa Spiller ◽  
Matt Hettche
Keyword(s):  
Social Media ◽  
Consumer Response ◽  
Message Content ◽  
Content Type ◽  
Consumer Responses ◽  
Global Brands ◽  
Product Categories ◽  
Media Type ◽  
Media Message ◽  
Facebook Pages

Purpose – This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response. Design/methodology/approach – A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares). Findings – Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation. Practical implications – Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer’s motive for interaction. Originality/value – This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts

2016 ◽  
Vol 33 (2) ◽  
pp. 111-123 ◽  
Author(s):  
Mujde Yuksel ◽  
George R Milne ◽  
Elizabeth G Miller
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Social Interactions ◽  
Empirical Studies ◽  
Experimental Studies ◽  
Real Life ◽  
Consumer Empowerment ◽  
Content Type ◽  
Consumer Responses ◽  
Complementary Role

Purpose – This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity. The study aims to contribute to the literature on social media by demonstrating its complementary role on offline activities through these fundamental elements. Design/methodology/approach – The paper reports three experimental designs that manipulate the empowering and the socializing elements of complementary activities to show their effects on both the complementary online and the complemented offline activities. Findings – The paper presents three empirical studies that reveal the effects of two fundamental social media elements (i.e. empowerment and socialization) on consumers’ responses toward consumption episodes that consist of complementary online and complemented offline activities. It reveals that that these elements increase positive consumer responses toward both the online and the offline activities through psychological empowerment. However, the interaction between the elements changes with respect to specific empowerment types. Research limitations/implications – The paper contributes to the literature on social media by demonstrating its complementary role on offline activities through its empowering and socializing elements. It bridges research on consumer empowerment and socialization in a way that reveals their interaction beyond the extant definitions of empowerment resulting from enhanced communication among consumers. The paper also demonstrates the complementary role of social media on offline consumer behaviors through the effects of these two fundamental elements.The participants of the experimental studies are presented with hypothetical scenarios and asked about their behavioral intentions. Thus, future studies should address the research questions in real-world settings. Practical implications – The paper includes implications for social media usage as a complementary activity to offline real-life consumer behavior through the effects of consumer empowerment and social interactions. Thus, it may benefit marketers seeking to optimize the empowering and socializing components of their social media strategies. Originality/value – This paper fulfils an identified need to study how social media may affect real-life consumer behavior. It also identifies the interaction between the empowering and the socializing elements of social media offerings in both experiential and informative settings.

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