The aftermath of a brand transgression: the role of brand forgiveness and brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Benjamin Nobi ◽  
Kyung-Min Kim ◽  
Sangwon Lee
Keyword(s):  
Social Media ◽  
Brand Management ◽  
Relevant Information ◽  
Content Type ◽  
Brand Relationship ◽  
The Social ◽  
Brand Transgression ◽  
Dissonance Theory ◽  
Brand Evangelism ◽  
The Relationship

Purpose This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF. This provides relevant information to managers to seek strategies to obtain forgiveness from consumers in case the unfortunate happens. Not only must they seek to obtain forgiveness but also seek ways to ensure BE of their brands. These act as buffers for the brands in case a transgression happens. Design/methodology/approach Using a survey approach, this study tests whether forgiveness mediated the relationship between BT and BRQ. Also, whether BE mediated the relationship between BT and BRQ was examined. The test was conducted using PROCESS bootstrapping method (Model 4 of Hayes [2018]). Findings Consistent with the predictions, this study finds that, following a BT, consumers engage in BE and BF to maintain the relationship they have already established with their brands. Originality/value This study extends the existing literature by showing that after a BT, response from consumers may take different forms. The consumer’s response or the relationship with the brand may be affected by whether the consumer forgives the brand or evangelizes about the brand. Based on the cognitive dissonance theory, the results of this study imply that, forgiveness and BE act as important mechanisms in understanding consumer-brand relationships after brands act unacceptably. Further, this study contributes to the social media brand management literature by investigating a real-world BT case of social media.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Social media usage and employee creativity: is relational energy a missing link?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fei Zhou ◽  
Jian Mou ◽  
Wei Wang ◽  
Yenchun Jim Wu
Keyword(s):  
Social Media ◽  
Social Cognitive ◽  
Employee Creativity ◽  
Negative Effects ◽  
Paired Data ◽  
Content Type ◽  
Media Usage ◽  
The Social ◽  
Knowledge Intensive ◽  
The Relationship

PurposePrevious studies overemphasize the negative effects of social media usage (SMU) within organizations and underestimate its positive influences on employees' behavior. This study attempts to link employees' social media use at work to their creativity performance.Design/methodology/approachBased on the bounded generalized reciprocity theory and unbounded indirect reciprocity (UIR) theory, the authors developed a research model. To test the model, the authors collected a set of 172 paired data of organizations and employees from 31 knowledge-intensive enterprises in China to test the hypothesis.FindingsThis research found that the social, cognitive and hedonic uses of social media all directly affect employee creativity. Relational energy fully mediates the effects of the cognitive and hedonic usages on creativity. Moreover, job autonomy moderates the effects of the relationships among the social, cognitive and hedonic uses on employee creativity.Originality/valueThe conclusions not only enriched authors’ understanding of the effectiveness of interpersonal interaction but also extended the research boundary of the relationship between SMU and employee creativity.

What motivates employees to use social media at work? A perspective of self-determination theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaobo Wei ◽  
Xiayu Chen ◽  
Chunli Liu
Keyword(s):  
Social Media ◽  
Media Use ◽  
Psychological Needs ◽  
Basic Psychological Needs ◽  
Social Media Use ◽  
Content Type ◽  
Work Related ◽  
The Social ◽  
Internal Social Media ◽  
The Relationship

PurposeThe authors develop a conceptual model to examine how three basic psychological needs (i.e. needs for competence, autonomy and relatedness) affect employee social media use (i.e. work- and social-related use). The authors propose that the need for autonomy positively moderates the relationship between need for competence and work-related use, whereas it negatively moderates that between need for relatedness and social-related use.Design/methodology/approachTo test the proposed model, 332 internal and 271 external social media users in the workplace were recruited.FindingsThe results indicate that needs for competence and autonomy and needs for relatedness and autonomy positively affect the work- and social-related use, respectively, of internal and external social media. Need for autonomy positively moderates the relationship between need for competence and work-related use of internal social media, and it negatively moderates that between need for relatedness and the social-related use of internal social media. Need for autonomy has no moderating effect on the relationship between need for competence and work-related use, whereas it negatively moderates the relationship between need for relatedness and the social-related use of external social media.Originality/valueFirst, the authors’ findings offer significant empirical support for the different social media uses, namely work and social related. Second, this study highlights the importance of psychological needs of employees in determining the form of social media use. Third, this study empirically demonstrates the differences in psychological needs and social media use between two different social media contexts.

Mediating effect of student engagement on social network sites and academic performance of medical students

2019 ◽  
Vol 39 (9/10) ◽  
pp. 899-910
Author(s):  
Ishfaq Hussain Bhat ◽  
Shilpi Gupta
Keyword(s):  
Social Media ◽  
Academic Performance ◽  
Student Engagement ◽  
Medical Students ◽  
Structural Equation ◽  
Cognitive Engagement ◽  
Mediating Effect ◽  
Content Type ◽  
The Social ◽  
The Relationship

Purpose In the recent times social media is considered as the most popular tool of communication among the students in India. Based on the assumption that the usage of social media is going to reinforce the academic performance among the medical students, the purpose of this paper is to investigate the mediating effect of student engagement on the use of SM and AP of medical students of India. Design/methodology/approach The students were selected from the top three public-funded medical colleges of India. Almost 250 medical students took part in the survey. A self-administered structured questionnaire was used for the collection of the data. Structural equation modelling was used for the analysis of the final data. Findings The results of the study show that student engagement is a multi-dimensional construct. It was found that the behavioural and emotional engagement did not mediate the relationship between usage of social media and academic performance, whereas, the cognitive engagement did mediate the relationship. The outcome of the study depicts that the usage of the social media has a potential impact on the learning environment and enhances the cognitive engagement among the medical students and eventually their academic performance. Research limitations/implications This paper contributes to the existing body of knowledge on the effectiveness of social media in higher education learning among medical students. Furthermore, the study also looks at the mediating effect of Student engagement between usage of social media and academic performance. This will be helpful for the educator to know how social media can be useful for conducive learning. Originality/value The usage of the social media is claimed to enhance learning among the students but there is hardly any empirical evidence of the same. Therefore, the present paper looks at the combined effect of two distinct sets of literature, i.e., the influence of usage of social media on student engagement, and student engagement and academic performance. Linking the two studies the present paper looks at the usage of the social media, student engagement and academic performance among the medical students of India.

The social media leads to socialism

Humanomics ◽  
2015 ◽  
Vol 31 (4) ◽  
pp. 385-398
Author(s):  
Hannah Gomez Farias ◽  
Ann Paskor ◽  
Walter E. Block
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Content Type ◽  
The Poor ◽  
The Social ◽  
Crony Capitalism ◽  
Laissez Faire ◽  
The Relationship

Purpose – The purpose of this paper is to trace the relationship between social media and socialism. Design/methodology/approach – The design of this paper is to articulate what is socialism and social media. We trace the relationship between the two based on quotations and citations between these two separate universes of discourse. Findings – Social media leads to socialism; this is the most unsophisticated understanding of economics, and pretty much anyone can take part in this mode of communication. The economically illiterate excoriate capitalism, but they fail, utterly, to distinguish between the crony capitalism, which really does exploit workers and the poor, from laissez-faire capitalism, which is the last best hope for humanity to prosper and even to survive. Originality/value – There is great originality in this paper because there is no other extant study that attempts to explain social media and socialism in terms of each other.

Employing a dramaturgical lens to the interpretation of brand online social networking

2019 ◽  
Vol 22 (3) ◽  
pp. 278-300
Author(s):  
Heejin Lim ◽  
David W. Schumann
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Sense Of Self ◽  
Online Social Networking ◽  
Content Type ◽  
The Public ◽  
Brand Relationship ◽  
Online Brand Communities ◽  
The Social ◽  
Media Platform

Purpose Brand online social networking (BOSN) is a novel marketing phenomenon in which companies initiate and cultivate relationships with their customers through online social networking (OSN) sites. Because of its openness to the public, BOSN is distinct from a traditional brand community. This study aims to explore patterns and schemes of individuals’ BOSN based on the sociological schemas noted in Goffman’s dramaturgical approach. Design/methodology/approach This study adopts in-depth personal interviews to uncover the full meaning of BOSN. A total of 21 Facebook brand page participants were interviewed, and the interviews were recorded digitally and transcribed verbatim, providing data for analysis. Triangulation was accomplished through examination of informants’ Facebook webpages that presented their own postings. The transcribed data were interpreted using a hermeneutic approach. Findings The data analysis based on the dramaturgical lens reveals four key themes: diversity in consumers’ intentionality toward BOSN social connections, their feeling of contamination of the digital self and a desire for autonomy, consumers’ roles as the actors and audiences on a brand’s BOSN stage and backstage experience and consumers’ feeling of intimacy. Findings highlight how individuals’ perceptions of audiences and the social media platform as a stage influence their performance in BOSN conjointly. These findings reveal that individuals participate in BOSN as a means of augmenting their identity. Originality/value Findings from this study advance the extant literature addressing online brand communities by exploring a novel form of brand assemblages within the context of social media. Employing a dramaturgical approach, this study identifies the distinct nature of the consumer–brand relationship in the virtual agora of OSN, which is hyperindividualistic in nature and is used to augment a sense of self.

“Mind the gap”: to succeed in marketing politics, think of social media innovation

2019 ◽  
Vol 36 (6) ◽  
pp. 806-817
Author(s):  
Patrick Amfo Anim ◽  
Frederick Okyere Asiedu ◽  
Matilda Adams ◽  
George Acheampong ◽  
Ernestina Boakye
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Political Participation ◽  
Political Efficacy ◽  
Customer Relationship ◽  
Political Marketing ◽  
Content Type ◽  
Young Voters ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the mediating role political efficacy plays in enhancing the relationship. Design/methodology/approach With a positivist mindset, and adopting the survey strategy, data gathered from the questionnaire administered from the sampled 320 young voters (18-29 years) in Greater Accra were quantitatively analyzed. An exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model. Findings The study revealed that a political party or candidate’s ability to achieve political participation from Ghanaian young voters’ is dependent on how effective they build customer relationship or gaining visibility through social media. In addition, the study showed that political efficacy mediates the relationship between customer relationship building or gaining visibility through social media and political participation among Ghana young voters. Thus, young voters in Ghana must see themselves to have a say in the affairs of political parties through the political messages they gather from social media platforms to enhance their political participation activities. Practical implications The results of this paper will enable political marketers and politicians not only in Ghana but across the globe, to better understand how social media as a communication tool could be used to positively influence users’ political participation. Originality/value Considering the uniqueness of this study in a Ghanaian context, this paper is the first of its kind to use the social capital theory in examining the mediating role political efficacy plays in enhancing the relationship between political marketing on social media and young voters’ political participation.

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

2018 ◽  
Vol 27 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Urška Tuškej ◽  
Klement Podnar
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Identity Management ◽  
Brand Management ◽  
Active Engagement ◽  
Brand Identification ◽  
Corporate Brand ◽  
Content Type ◽  
Corporate Brands ◽  
Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

Is this mine? Psychological ownership and the social media follower

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Caroline S.L. Tan
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Vital Role ◽  
Psychological Ownership ◽  
Structured Interviews ◽  
Content Type ◽  
Face To Face ◽  
The Social ◽  
Social Currency ◽  
Different Levels

Purpose The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product. Design/methodology/approach Data were collected using face-to-face semi-structured interviews that were conducted with 30 respondents and analyzed using thematic analysis. Findings The study demonstrated that the PO experienced by the follower changes under different conditions resulting from perceived value, social currency and follower activity. Social currency plays a vital role in determining the target of PO, often affecting the narrative by the follower. Originality/value To the best of the author’s knowledge, this is the first paper to examine the transference of PO between product and influencer as experienced by the follower. It provides an understanding on PO that is experienced in different levels of intensity and changes depending on the motive of the follower; hence, transference of PO occurs and it is not a static.

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