scholarly journals Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing

2019 ◽  
Vol 53 (9) ◽  
pp. 1759-1781 ◽  
Author(s):  
Kimmo Taiminen ◽  
Chatura Ranaweera
Keyword(s):  
Online Survey ◽  
Customer Relationships ◽  
Digital Content ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Value Perceptions ◽  
Relationship Value ◽  
Content Marketing

Purpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships. Design/methodology/approach Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling. Findings This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions. Research limitations/implications This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships. Practical implications This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships. Originality/value This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.

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 Business to business digital content marketing: marketers’ perceptions of best practice

2014 ◽  
Vol 8 (4) ◽  
pp. 269-293 ◽  
Author(s):  
Geraint Holliman ◽  
Jennifer Rowley
Keyword(s):  
Information Needs ◽  
Good Practice ◽  
Digital Content ◽  
Structured Interviews ◽  
Theoretical Understanding ◽  
Content Type ◽  
Inbound Marketing ◽  
Business To Business ◽  
Content Marketing

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tariq Samarah ◽  
Pelin Bayram ◽  
Hasan Yousef Aljuhmani ◽  
Hamzah Elrehail
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Mediating Effect ◽  
Research Approach ◽  
Brand Trust ◽  
Content Type ◽  
Brand Engagement ◽  
The Impact

PurposeThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approachUsing an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.FindingsThe study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/valueThis study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

Engaging consumers in mobile instant messaging: the role of cute branded emoticons

2019 ◽  
Vol 28 (7) ◽  
pp. 849-863 ◽  
Author(s):  
Crystal T. Lee ◽  
Sara H. Hsieh
Keyword(s):  
Social Interaction ◽  
Impression Management ◽  
Structural Equation ◽  
Online Survey ◽  
Instant Messaging ◽  
Mobile Marketing ◽  
Self Concept ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement

Purpose With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the apparent promise of branded emoticon usage, there is only limited academic research on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self-concept. Design/methodology/approach Consumers with usage experience of branded emoticons in MIM apps were recruited to complete an online survey. Partial least squares structural equation modelling was used to analyze the data. Findings Two facets of cuteness – kindchenschema cuteness and whimsical cuteness – can project a favourable social image to consumers that facilitates playfulness in social interaction and enhances brand engagement in self-concept, which leads to their willingness to purchase the brand and stickiness to the MIM apps. Originality/value The popularity of branded emoticons represents a new form of social interaction and an innovative way to build brand relationships. The present study is the first to examine the design aspects of branded emoticons and highlights that the cuteness of a branded emoticon may be a crucial factor in engaging consumers in MIM.

Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 274-286 ◽  
Author(s):  
Teresa Fernandes ◽  
Mariana Moreira
Keyword(s):  
Brand Loyalty ◽  
Cross Sectional Survey ◽  
Brand Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Engagement ◽  
Emotional Relationships ◽  
Indirect Impact ◽  
The Impact

Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.

The role of customer brand engagement and brand experience in online banking

2016 ◽  
Vol 34 (7) ◽  
pp. 1025-1041 ◽  
Author(s):  
Imran Khan ◽  
Zillur Rahman ◽  
Mobin Fatma
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Online Banking ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Satisfaction

Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

Are blogs still effective to maintain customer relationships?

2015 ◽  
Vol 6 (1) ◽  
pp. 5-25 ◽  
Author(s):  
Chaang-Iuan Ho ◽  
Pie-Chun Lee
Keyword(s):  
Relationship Marketing ◽  
Structural Equation ◽  
Online Survey ◽  
Information Quality ◽  
Dominant Role ◽  
Customer Relationships ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role

Purpose – The purpose of this study is to propose a model investigating the effectiveness of travel blogs as a relationship marketing tool. Specifically, the mediating role of online relationship quality (RQ) dimensions between the attributes of blogs and e-loyalty is modeled. Furthermore, the study investigates the e-loyalty to travel blogs in explaining the reader’s intention to purchase from its online retailer. Design/methodology/approach – The subjects of this study were blog readers who had travel blog usage experiences. The online survey was conducted by one of the major portal Web sites in Taiwan. There were 288 usable responses obtained in total. The structural equation modeling approach was used to estimate the research model. Findings – The research results indicate that information quality plays a dominant role in influencing online satisfaction and trust. The mediating role of e-satisfaction between e-trust and e-loyalty is identified, and thus the online RQ development process: information quality → e-trust → e-satisfaction → e-loyalty→ intention to buy travel products. Research limitations/implications – Travel blogs are still effective to maintain customer relationship. However, they seem to lose interactivity and entertainment to readers. Practical implications – Managerial implications lay emphasis on providing a completed circuit by integrating different social media to facilitate tourism information seeking. Originality/value – This study is to develop a context-specific model of relationship marketing drivers to the travel blogosphere.

scholarly journals The antecedents of Muslim customers’ intention to invest in an Islamic bank’s term deposits: evidence from a Muslim majority country

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sri Rahayu Hijrah Hati ◽  
Sigit Sulistiyo Wibowo ◽  
Anya Safira
Keyword(s):  
Perceived Risk ◽  
Online Survey ◽  
Perceived Value ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Islamic Banks ◽  
Content Type ◽  
Islamic Bank

Purpose The purpose of this study is to examine the impacts of product knowledge, perceived quality, perceived risk and perceived value on customers’ intention to invest in Islamic Banks. This study specifically examines an Islamic bank’s term deposits. Design/methodology/approach Structural equation modeling was used to analyze the data collected from 217 customers of an Islamic bank in Indonesia using an online survey. Findings This study highlights the central and dual roles of perceived risk as both the independent and the intervening variable that mediates the relationship between product knowledge and Muslim customer intention to invest in an Islamic bank’s term deposits. Research limitations/implications This study only investigates term deposits as one type of investment in Islamic banks. This study contributes to the literature by examining the role of product knowledge, perceived quality, perceived risk and perceived value on Muslim customer intention to invest in Islamic term deposits. Practical implications The results of this study highlight the requirement for Islamic banks to educate customers to improve the depositors’ product knowledge because Muslim customers’ risk and value perception and intention are strongly influenced by product knowledge. Originality/value The investigation of perceived risk is particularly relevant for Islamic financial products because of the inherent nature of risk sharing in Islamic finance. This study investigates the role of product knowledge in influencing the Muslim customers’ perception of risk, quality, value and their intention to invest in Islamic bank term deposits. Ideally, the profit loss sharing concept (PLS) should be applied; however, in this context, revenue sharing is applied because of Indonesia’s central bank regulation.

Exploring the effects of physical punishment on aggressive behavior and peer victimization: a conditional process analysis

2016 ◽  
Vol 8 (1) ◽  
pp. 21-32 ◽  
Author(s):  
Patrik Söderberg ◽  
Kaj Bjorkqvist ◽  
Karin Österman
Keyword(s):  
Depressive Symptoms ◽  
Aggressive Behavior ◽  
Peer Victimization ◽  
Online Survey ◽  
Process Analysis ◽  
Physical Punishment ◽  
Process Models ◽  
Content Type ◽  
Conditional Process Analysis

Purpose – Recent studies indicate that exposure to physical punishment is associated with both aggressive behavior and peer victimization at school. The purpose of this paper is to explore the bidirectional relationship between aggressive behavior and peer victimization as outcomes of physical punishment, as well as the role of depressive symptoms. Design/methodology/approach – A sample of 2,424 Finnish upper primary school pupils (1,282 girls, 1,148 boys, mean age=14.2, SD=1.0) completed an online survey during class. Two conditional process models were applied using a macro for SPSS developed by Hayes (2012). Findings – Exposure to physical punishment was found to be associated with both aggressive behavior and peer victimization at school. The effect on victimization was partially mediated by aggressive behavior and depressive symptoms, whereas the effect on aggressive behavior was partially mediated by peer victimization experiences but not by depressive symptoms. The relationship between physical punishment and peer victimization was somewhat stronger for girls than for boys, but this effect was not accounted for by gender differences in depressive symptoms or aggressive behavior. Originality/value – Few studies to date have addressed the connection between aggressive behavior and peer victimization as outcomes of physical punishment. In addition, the study expands on the concept of “victim personality” by examining the mediating role of depressive symptoms. Methodologically, the study is an example of how the statistical software SPSS can be used for multiple mediation and conditional process analysis as an alternative to SEM analyses.

Personal goals in consumers' adoption of mHealth services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lisa Schuster ◽  
Joy Parkinson
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Social Acceptance ◽  
Health Benefit ◽  
Abductive Reasoning ◽  
Content Type ◽  
Health Goals ◽  
Consumer Goals ◽  
Scant Attention

PurposemHealth services are effective and cost efficient, yet wide-scale adoption of these services by consumers has yet to be achieved, constraining their public health benefit. Further investigation of non-technological determinants of mHealth adoption is needed; specifically, the role of consumers' goals has received scant attention and forms the research focus.Design/methodology/approachStudy 1 comprised 20 interviews with participants who possess a health goal, with the data analysed using an abductive reasoning approach. Study 2 was a 15-min online survey (n = 653), with the data analysed using multi-group structural equation modelling.FindingsStudy 1 identified several antecedents to the desirability and feasibility of consumers' health goals, which influence their desire to use mHealth services. Study 2 shows significant differences in the determinants of mHealth service acceptance depending on whether consumers set concrete as opposed to abstract goals, but social acceptance of mHealth services of these services is important for both groups.Practical implicationsThe findings suggest emphasising the importance of health goals to achieving other consumer goals (e.g. work or travel goals), the efficacy of mHealth services relative to other service alternatives for achieving those health goals, and the social acceptance of mHealth services to increase their uptake.Originality/valueThis study is the first to use construal-level theory to improve understanding of the role of consumers' goals in the adoption of mHealth services. By identifying the antecedents to goal desirability and feasibility, it also broadens the model of goal-directed behaviour.

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