Sustaining customer engagement through social media brand communities

2020 ◽  
Vol 30 (4) ◽  
pp. 344-357
Author(s):  
Jen Riley
Keyword(s):  
Social Media ◽  
Customer Engagement ◽  
Brand Communities

Marketing Analytics for Customer Engagement

2020 ◽  
Vol 11 (2) ◽  
pp. 41-55 ◽  
Author(s):  
Samala Nagaraj
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Present Article ◽  
Service Industries ◽  
Customer Engagement ◽  
Brand Communities ◽  
Marketing Analytics ◽  
The Future

Customer engagement is the buzz word in marketing discipline today. Engaging customers has never been as effective before the emergence of marketing analytics and its application. Marketing analytics coupled with social media and brand communities has given rise to improved innovative ways to engage customers across various service industries. The integration of marketing analytics with artificial intelligence (AI) has enhanced marketers understanding of customer engagement. The present article is a viewpoint on the various applications of marketing analytics for customer engagement. The present article focuses on the evolution of marketing analytics, its various models and application in various forms of customer engagement. The article highlights the future applications of analytics and concludes with the importance of marketing analytics for marketers in increasing customer engagement.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

scholarly journals Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:

2021 ◽  
Vol 8 (1) ◽  
pp. 21-24
Author(s):  
Kashif Farhat ◽  
Wajeeha Aslam ◽  
Sany Sanuri
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Customer Engagement ◽  
Expected Returns ◽  
Brand Communities ◽  
Engagement Behavior

Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

ANTECEDENTS AND OUTCOME OF CUSTOMER ENGAGEMENT WITH THE HOTEL BRAND COMMUNITIES EMBEDDED IN FACEBOOK

2018 ◽  
pp. 1634-1635
Author(s):  
Reham Touni ◽  
◽  
Woody G. Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ali
Keyword(s):  
Customer Engagement ◽  
Brand Communities

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.

scholarly journals Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110213
Author(s):  
Alessandro Caliandro ◽  
Guido Anselmi
Keyword(s):  
Social Media ◽  
Point Of View ◽  
Brand Communities ◽  
Empirical Results ◽  
Global Brands ◽  
Technical Architecture ◽  
Social Media Platforms ◽  
Compositional Changes

In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather than shared systems of values and meanings promulgated within brand communities or influencers’ fandoms. Our argument grounds on an analysis of 757,776 Instagram posts related to six global brands, through which we show how users create branded content by following and reproducing a memetic logic. Drawing on our empirical results and Limor Shifman’s theory of Internet memes, we introduce the notion of memetic brands. Memetic brands are collections of branded social media posts, which derive from a standard branded template that repeats from user to user with small compositional changes at every iteration and on top of which users attach expressions of their vernacular creativity. In the process, memetic brands vehiculate a hypersignification, that is, an implicit discourse on fluid and situational consumption. Through the concepts of affordances-based brand relations and memetic brands, the article contributes (from a theoretical and methodological point of view) to the emerging literature on platformization of culture.

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