Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jana Bowden ◽  
Abas Mirzaei
Keyword(s):  
Social Engagement ◽  
Digital Communication ◽  
Communication Channels ◽  
Future Research ◽  
Consumer Engagement ◽  
Content Type ◽  
Online Brand Communities ◽  
Behavioural Engagement ◽  
Content Marketing

Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels. Design/methodology/approach A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels. Findings This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel. Research limitations/implications The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts. Practical implications Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty. Originality/value This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

scholarly journals Consumer engagement in online brand communities: the moderating role of personal values

2019 ◽  
Vol 53 (9) ◽  
pp. 1671-1700 ◽  
Author(s):  
Julia Marbach ◽  
Cristiana Lages ◽  
Daniel Nunan ◽  
Yuksel Ekinci
Keyword(s):  
Personality Traits ◽  
Online Communities ◽  
Personal Values ◽  
Perceived Value ◽  
Consumer Engagement ◽  
Aesthetic Value ◽  
Content Type ◽  
Online Brand Communities ◽  
The Relationship

Purpose Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of online consumer engagement (OCE). This paper aims to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values. Design/methodology/approach A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted online brand communities (FHOBCs). Findings Findings suggest that three personality traits – extraversion, openness to experiences and altruism – are positively correlated with OCE. OCE is related to two types of perceived value, namely, social value and aesthetic value. The personal values of conservation and self-enhancement moderate the relationships between the three identified personality traits and OCE. Research limitations/implications Future research into OCE should consider the application of this study’s conceptual framework across different cultures to account for the fast-changing nature of online communities. Practical implications Understanding how personality traits drive OCE and what value consumers receive from engagement in online communities can help managers to better segment and evaluate consumers. Engagement and levels of activity within these online communities can be improved accordingly. Originality/value This study’s contribution to the OCE literature is threefold. First, the study provides new insights regarding personality traits as antecedents of consumer engagement with FHOBCs. Second, the study reveals the first insights into the role of personal values in the relationship between personality traits and OCE. Specifically, conservation and self-enhancement emerged as moderators of the relationship between three personality traits (extraversion, openness to experiences, altruism) and OCE. Third, the study yields support for perceived value types (social value and aesthetic value) that emerge as consequences of consumer engagement in FHOBCs.

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook

2016 ◽  
Vol 25 (5) ◽  
pp. 409-423 ◽  
Author(s):  
Carina Simon ◽  
Tim Oliver Brexendorf ◽  
Martin Fassnacht
Keyword(s):  
Community Engagement ◽  
Social Impact ◽  
Future Research ◽  
Social Forces ◽  
Brand Community ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
The Impact

Purpose Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in online brand communities. This paper aims to explore consumers’ brand community engagement in the context of Facebook brand pages. This research puts forth the hypothesis that consumers’ brand community engagement on Facebook is dependent upon two overarching themes: external social forces and internal personal forces. Design/methodology/approach Based on social impact theory, social identity theory and social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 460 Facebook brand fans. Findings The empirical results suggest that internal personal forces primarily positively influence brand community engagement, while external social forces can even impact consumers’ brand community engagement negatively. Research limitations/implications Future research should test and validate the proposed model for specific categories and brands. Practical implications This paper offers help to online brand marketers to trigger meaningful engagement of consumers in a brand community on Facebook. Originality/value This paper examines the consumer engagement construct from a behavioural perspective in a defined social media context and highlights the peculiarities of online brand communities on Facebook that distinguish them from traditional brand communities. The research uses a strong theoretical foundation to develop a model that investigates the prevalent variables that influence consumers’ brand community engagement on Facebook.

Commentary on “Diabetes and people with learning disabilities: issues for policy, practice and education”

2020 ◽  
Vol 25 (1) ◽  
pp. 35-39 ◽  
Author(s):  
Brianne Redquest ◽  
Yona Lunsky
Keyword(s):  
Health Care ◽  
Learning Disabilities ◽  
Health Care Providers ◽  
Diabetes Care ◽  
Future Research ◽  
Care Providers ◽  
Family Carers ◽  
Content Type ◽  
Policy Practice

Purpose There has been an increase in research exploring the area of intellectual and developmental disabilities (IDD) and diabetes. Despite being described as instrumental to diabetes care for people with IDD, the role and experiences of family carers, such as parents and siblings, are often neglected in this research. However, it is clear that family carers do not feel that they have sufficient knowledge about diabetes. The purpose of this commentary is to extend the content from “Diabetes and people with learning disabilities: Issues for policy, practice, and education (Maine et al., 2020)” and discuss how family carers can feel better supported when caring for someone with IDD and diabetes. Design/methodology/approach This commentary discusses specific efforts such as STOP diabetes, DESMOND-ID and OK-diabetes for people with IDD including family carers. Encouragement is given for health care providers to recommend such programmes to people with IDD and their family carers. It is also suggested that health care providers involve family carers in diabetes care planning and implementation for people with IDD. Findings It is hoped that if changes are made to current diabetes practices and more research with family carers is conducted, diabetes prevention and management for people with IDD will be more successful and family carers can feel more confident in providing support to their loved ones. Originality/value Research exploring the role of family carers in diabetes care for people with IDD and diabetes is very limited. This commentary makes recommendations to help family carers feel better supported in their role. It also provides areas for future research.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

A systematic review of work-life integration and role of flexible work arrangements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sourabh Kumar ◽  
Sankersan Sarkar ◽  
Bhawna Chahar
Keyword(s):  
Work Life ◽  
Future Research ◽  
Personal Factors ◽  
Flexible Work Arrangements ◽  
Flexible Work ◽  
Content Type ◽  
Organizational Policies ◽  
Work Arrangements ◽  
Future Research Agenda

Purpose The growing demands of work and life have shifted the concept of work-life balance to work-life integration (WLI). The success of integration depends upon the flexibility to perform the duties. This paper aims to explore the factors that affect WLI and the role of flexible work arrangements (FWAs) in the process of WLI. Design/methodology/approach Systematic literature review was used to explore the concept of WLI and FWAs. A bibliometric analysis was carried out with Bibexcel and VoSviewer. Findings This paper explained the organizational and personal factors that create the demand for WLI. The FWAs, perceived flexibility, technology and self-efficacy have important roles in WLI. The result of WLI can be enrichment or strain, depends upon how effectively the work-life domains are integrated. Originality/value This paper explores the work-life from both personal and organizational views. The findings of this paper will be useful to design the organizational policies and work arrangements that match the requirements of employees and organizations. This paper helps to develop the future research agenda of investigating the relations of WLI to performance, organizational policies and personal factors.

The role of public libraries in the development of social capital in local communities – a theoretical study

2021 ◽  
Vol 42 (3) ◽  
pp. 184-196
Author(s):  
Maja Dorota Wojciechowska
Keyword(s):  
Social Capital ◽  
Social Engagement ◽  
Social Life ◽  
Public Libraries ◽  
Local Communities ◽  
Social Needs ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeSocial capital, understood as intangible community values available through a network of connections, is a factor in the development of societies and improving quality of life. It helps to remove economic inequalities and prevent poverty and social exclusion, stimulate social and regional development, civic attitudes and social engagement and build a civic society as well as local and regional identity. Many of these tasks may be implemented by libraries, which, apart from providing access to information, may also offer a number of services associated with social needs. The purpose of this paper is to present the roles and functions that libraries may serve in local communities in terms of assistance, integration and development based on classical social capital theories.Design/methodology/approachThe paper reviews the classical concepts of social capital in the context of libraries. It analyses the findings of Pierre-Félix Bourdieu, James Coleman, Francis Fukuyama, Robert Putnam, Nan Lin, Ronald Stuart Burt, Wayne Baker and Alejandro Portes. Based on their respective concepts, the paper analyses the role of the contemporary library in the social life of local communities. In particular, it focuses on the possible new functions that public libraries may serve.FindingsA critical review of the concept of social capital revealed certain dependencies between libraries and their neighbourhoods. With new services that respond to the actual social needs, libraries may serve as a keystone, namely they may integrate, animate and engage local communities. This, however, requires a certain approach to be adopted by the personnel and governing authorities as well as infrastructure and tangible resources.Originality/valueThe social engagement of libraries is usually described from the practical perspective (reports on the services provided) or in the context of research on the impact of respective projects on specific groups of users (research reports). A broader approach, based on original social theories, is rarely encountered. The paper draws on classical concepts of social capital and is a contribution to the discussion on possible uses of those concepts based on an analysis of the role of libraries in social life and in strengthening the social capital of local communities.

Transnationality in the XXI century. Concept and indicators

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Grazia Ietto-Gillies
Keyword(s):  
Structural Changes ◽  
Transnational Corporation ◽  
First Century ◽  
Future Research ◽  
Content Type ◽  
Low Degree ◽  
Fixed Assets ◽  
Inclusive Concept ◽  
The Impact

Purpose The purpose of this paper is to analyse the impact of major structural changes on the conceptualization of the transnational corporation (TNC) based on foreign direct investment (FDI) and on indicators of transnationality. Design/methodology/approach Analysis of three major structural changes which impact the current conception of transnationality. They are: the rise of digital companies; the increased role of finance in the economy; externalization of activities via non-equity modalities (NEMs) with an impact on FDI and on the labour market. Findings The paper finds that the current concept of transnationality needs widening to take account of companies with a low degree of fixed assets abroad such as the digital and the financial companies and those internationalizing via NEMs, as well as to take account of the evolving relationship between TNCs and labour. Research limitations/implications Future research along the lines proposed should consider: working explicitly with the new, inclusive concept of transnationality and arrive at an empirical estimate of the proposed indices of transnationality which modify and amplify the current United Nations Conference on Trade and Development indices. Social implications Useful for understanding the nature of transnationality in the twenty-first century and for developing policies. Originality/value The paper proposes a new concept of transnationality and of the TNC, one that allows for new ways of organizing direct business activities abroad. It also proposes broadening the list of indicators of transnationality.

Social capital in the theory and research of LIS professionals in the light of the literature on the subject. Review of current knowledge

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maja Dorota Wojciechowska
Keyword(s):  
Social Capital ◽  
Current Knowledge ◽  
Future Research ◽  
Content Type ◽  
Individual Social Capital ◽  
Rural Libraries ◽  
The Subject ◽  
The Moment ◽  
The Impact

Purpose The purpose of the paper is to present the latest scholarly trends in the field of social capital in libraries, to review research concepts published by LIS professionals and to suggest further research possibilities in this area. Design/methodology/approach This paper presents a review and critical analysis of literature associated with research on social capital in libraries to highlight its importance for the development of LIS and its impact on the functioning of environments linked with various types of libraries. The goal of literature analysis was to determine the current condition of research on social capital in libraries. The main trends were identified and the need for further qualitative analyses, which are missing at the moment, was confirmed. Findings It was determined that, so far, LIS professionals have focussed mainly on the role of municipal libraries in developing social capital, the problem of building trust, especially in immigrant circles and the impact of libraries on promoting a civil society. Academic libraries, rural libraries, organisational capital in libraries and individual social capital of librarians were a much less frequent subject of research. The role of libraries in developing social capital in educational (primary and secondary education) and professional (non-university professionals) circles is practically non-existent in research, and it will require in-depth studies and analyses in the coming years. Originality/value This paper constitutes a synthetic review of the latest research concepts concerning social capital in libraries. It identifies the most important research trends and areas that so far have not been explored and suggests research methods to help LIS professionals design future research in this area more effectively.

Internal projects as strategic tools: an organisation-level perspective and a research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Torbjørn Bjorvatn
Keyword(s):  
Project Management ◽  
Theory Development ◽  
Future Research ◽  
Content Type ◽  
Theoretical Contribution ◽  
Research Areas ◽  
Linear Relationships ◽  
Strategic Role ◽  
And Performance

PurposeThe purpose of this conceptual paper is to describe and explain how organisations use internal projects to implement organisation-level strategy objectives.Design/methodology/approachTheory development with an emphasis on explaining key constructs and their mutual relationships. The theoretical contribution is represented in a diagram along with a detailed verbal account.FindingsThe paper develops a dynamic, cross-level framework to illustrate the organisational processes and outcomes that determine project-based strategy implementation within a single organisation. The interplay between the base organisation and the project, and benefits realisation were singled out as key future research areas. The proposed framework engages with central discourses in the fields of project management, strategic management, innovation studies, knowledge management and organisation studies.Research limitations/implicationsOnly the contours of an organisation-level theory of strategically motivated internal projects are outlined. Future research must elaborate on the complexities, the non-linear relationships and the boundary conditions that follow from the proposed framework.Practical implicationsManagers are alerted to the strategic role of internal projects, how these projects help connect strategy and performance and what the accompanying organisational processes and outcomes look like.Originality/valueThe paper constitutes an early conceptual treatment of strategy-driven internal projects as a distinct project category, thus addressing a major knowledge gap in project studies. Organisational project-management theory is extended with suggestions for future research.

Cognitive and affective predictors of occupational stress and job performance: the role of perceived organizational support and work engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ana Junça Silva ◽  
Cannanda Lopes
Keyword(s):  
Job Performance ◽  
Occupational Stress ◽  
Work Engagement ◽  
Organizational Support ◽  
Perceived Organizational Support ◽  
Mediating Effect ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type

PurposeThis study aimed to (1) analyze whether the perceived organizational support (POS) was a significant predictor of performance and stress and (2) explore the mediating role of engagement in these relations.Design/methodology/approachTo test the hypotheses, the authors collected data with 200 working adults in a mandatory quarantine due to COVID-19 pandemic crisis.FindingsThe results showed that the POS contributed to increase engagement, and consequently, job performance. These relations also proved to be significant for stress, because when the POS increased, the work engagement also increased, and as a result decreased occupational stress.Research limitations/implicationsThis study relied on a cross-sectional design. Therefore, future research should consider a daily design to replicate this study and analyze daily fluctuations. Overall, the authors can conclude that work engagement is an affective process through which POS decreases stress and increases performance.Originality/valueThis study tests the mediating effect of work engagement on the link between POS, stress and performance, and its theoretical and practical implications of these findings are discussed.

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