The soft side of branding: leveraging emotional intelligence

2018 ◽  
Vol 33 (1) ◽  
pp. 117-125 ◽  
Author(s):  
Jennifer Hutchins ◽  
Darlene Xiomara Rodriguez
Keyword(s):  
Social Media ◽  
Emotional Intelligence ◽  
Brand Equity ◽  
Online Communication ◽  
Media Content ◽  
Conceptual Approach ◽  
Content Type ◽  
Hard Skills ◽  
Analysis Methodology ◽  
Content Marketing

Purpose The purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity. Design/methodology/approach This study takes a conceptual approach, building on current literature to develop a model of functional and emotional paths to B2B brand equity. The study uses content analysis methodology to examine 11 “best in class” B2B companies recognized for their social media content marketing. The analysis reveals the level to which each company demonstrates the collective EI of the firm through content marketing. Findings EI is a learned skill that can be an essential behavioral asset. In addition to hard skills such as product development and process refinement, leveraging a firm’s soft skills and collective EI is also a viable route to increasing brand equity. Additionally, B2B companies that are considered the best at content marketing demonstrate EI through their online communication strategies. Research limitations/implications This research reveals another avenue through which B2B firms to increase brand equity, but there is a need to empirically validate the model and connections made in this paper. Practical implications Leveraging EI in B2B firms through content marketing is a source of or key driver of competitive advantage and increased brand equity. Originality/value By providing the history and importance of EI, and by connecting existing knowledge of B2B communications to concepts of improving brand equity, this study offers a unique, extended framework that urges further research to expand this field.

Drivers of Social Media Content Marketing in the Banking Sector

2021 ◽  
Vol 12 (3) ◽  
pp. 54-72
Author(s):  
Aastha Sawhney ◽  
Vandana Ahuja
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Banking Sector ◽  
Rapid Change ◽  
Online Communication ◽  
Digital Marketing ◽  
Media Content ◽  
Extensive Literature ◽  
Technological Advancement ◽  
Content Marketing

Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a rapid change in consumer behaviour and buying habits. Digital marketing and other social media platforms have enabled banks to become an influential tool in not only acquiring the target prospects but also for facilitating their businesses. Content marketing is a crucial ingredient to the overall digital marketing strategy to measure the effectiveness and success of an organization's online communication. Apart from the quality of the content, marketers should be conscious and must introspect their respective target audiences while delivering and promoting the content. This research paper is based on an extensive literature review that outlines the concept of social media content marketing while highlighting the various benefits it offers to the banking sector, thereby defining multiple digital media content marketing strategies that enable banks to accomplish their objectives.

Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ai-Zhong He ◽  
Yi Cai ◽  
Ling Cai ◽  
Yu Zhang
Keyword(s):  
Social Media ◽  
Brand Personality ◽  
Moderating Effect ◽  
Media Content ◽  
Brand Attitudes ◽  
Content Type ◽  
Narrow Scope ◽  
The Impact ◽  
The Relationship ◽  
Content Marketing

PurposeThis paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM). The moderating effect of the brand content relevancy was also assessed.Design/methodology/approachA conceptual model was established and examined using two experiments with a total of 363 participants. Hierarchical regression analysis and an analysis of variance were performed to test seven research hypotheses.FindingsResults show that the three forms of brand-owned SMCM, namely: conversation, storytelling and customer interaction and participation, are positively correlated with consumers’ brand personality perceptions and brand attitudes. Also, consumers’ perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers’ brand attitudes. Furthermore, the brand content relevancy does not show a moderating effect on the relationship between content marketing and consumers’ brand personality perceptions or brand attitudes.Originality/valueFirst, a framework was established to delineate those paths by which owned social media content marketing (OSMCM) influences consumers’ attitudes towards a brand. Second, the study demonstrates the importance of conversation as a powerful method of OSMCM. Third, with respect to content in marketing strategies, firms do not need to confine themselves to a narrow scope of content or information that is closely related to the brands alone.

Antecedents of consumers’ engagement with brand-related content on social media

2019 ◽  
Vol 37 (4) ◽  
pp. 386-400 ◽  
Author(s):  
Aditya Shankar Mishra
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Brand Equity ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Media Content ◽  
Main Study ◽  
Content Type ◽  
Online Social Interaction

Purpose The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content. Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined. Design/methodology/approach Preliminary studies were conducted to identify brands for the main study. Data for the main study were collected using an online survey administered at the identified brands’ Facebook fan pages. Structural equation modeling was used to test the conceptual model. Findings The results found the uniform effect of the social media marketing efforts and individual’s online social interaction propensity on two levels of consumers’ social media engagement, but the effect on third level has been found only from the individual’s online social interaction propensity. Subsequent effects on brand equity and purchase intention were also found varying across the engagement levels. Research limitations/implications This study extends previous research by examining the effect of brand’s social media marketing efforts and online social interaction propensity on all the three levels of consumers’ engagement with brand-related content on social media. Also, this study enriches the existing literature by investigating the impact of these three levels of consumers’ engagement on brand’s equity and purchase intention. Originality/value Previous research has no evidence of evaluating the effectiveness of social media marketing efforts on the consumers’ engagement with brand-related social media content. Although the effect of general online social interaction propensity on effort and social engagement has been examined in previous research but the effect on consumption, contribution and creation brand-related social media content had not been measured. Additionally, the effect of consumption, contribution and creation on brand equity and purchase intention had not been evaluated.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Motivating Exercise Through Social Media: Is a Picture Always Worth a Thousand Words?

2018 ◽  
Author(s):  
Caitlyn Johnston ◽  
William E. Davis
Keyword(s):  
Social Media ◽  
Individual Differences ◽  
Experimental Design ◽  
Health Behaviors ◽  
Media Content ◽  
Exercise Motivation ◽  
Positive Health ◽  
Content Type ◽  
Within Subjects

In the present study, we examined how the influence of exercise-related social media content on exercise motivation might differ across content type (with images vs. without images) and account type (individual vs. corporate). Using a 2 × 2 within-subjects experimental design, 229 participants viewed a series of 40 actual social media posts across the four conditions (individual posts with images, corporate posts with images, individual posts without images, and corporate posts without images) in a randomized order. Participants rated the extent to which they felt each social media post motivated them to exercise, would motivate others to exercise, and was posted for extrinsic reasons. Participants also completed other measures of individual differences including their own exercise motivation. Posts with images from individuals were more motivating than posts with images from corporations; however, corporate posts without images were more motivating than posts without images from individuals. Participants expected others to be similarly motivated by the stimuli, and perceived corporate posts as having been posted for more extrinsic reasons than individuals’ posts. These findings enhance our understanding of how social media may be used to promote positive health behaviors.

What makes the difference? Employee social media brand engagement

2019 ◽  
Vol 34 (7) ◽  
pp. 1459-1467 ◽  
Author(s):  
Sherese Y. Duncan ◽  
Raeesah Chohan ◽  
João José Ferreira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Emotions ◽  
Content Type ◽  
Word Use ◽  
Brand Engagement ◽  
Analytical Thinking ◽  
Industry Competition ◽  
The Difference ◽  
Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

scholarly journals Media and sustainable apparel buying intention

2017 ◽  
Vol 21 (4) ◽  
pp. 483-498 ◽  
Author(s):  
Orpha de Lenne ◽  
Laura Vandenbosch
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Self Efficacy ◽  
Efficacy Beliefs ◽  
Survey Study ◽  
Media Content ◽  
Actual Behavior ◽  
Cross Sectional ◽  
Convenience Sample ◽  
Content Type

Purpose Using the theory of planned behavior, the purpose of this paper is to examine the relationships between different types of media and the intention to buy sustainable apparel and test whether attitudes, social norms, and self-efficacy beliefs may explain these relationships. Design/methodology/approach A cross-sectional survey study was conducted among 681 young adults (18-26 years old). Findings Exposure to social media content of sustainable organizations, eco-activists, and sustainable apparel brands, and social media content of fashion bloggers and fast fashion brands predicted respondents’ attitudes, descriptive and subjective norms, and self-efficacy beliefs regarding buying sustainable apparel. In turn, attitudes, descriptive norms, and self-efficacy beliefs predicted the intention to buy sustainable apparel. Fashion magazines predicted the intention through self-efficacy. Specialized magazines did not predict the intention to buy sustainable apparel. Research limitations/implications Results should be generalized with caution as the current study relied on a convenience sample of young adults. The cross-sectional study design limits the ability to draw conclusions regarding causality. Actual behavior was not addressed and needs to be included in further research. Practical implications The present study hints at the importance of social media to affect young consumers’ intentions to buy sustainable apparel. Sustainable apparel brands should consider attracting more young social media users to their social media pages. Originality/value This study is one of the first to examine the potential of different media to promote sustainable apparel buying intention.

scholarly journals Mídias sociais: marketing de conteúdo e estratégias na era da influência digital / Social media: content marketing and strategies in the age of digital influence

2021 ◽  
Vol 7 (10) ◽  
pp. 97831-97849
Author(s):  
David Uender De Oliveira ◽  
Gustavo Barbieri Lima ◽  
Sheila Farias Alves Garcia ◽  
Lesley Carina do Lago Attadia Galli
Keyword(s):  
Social Media ◽  
Media Content ◽  
Content Marketing

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.

Sign in / Sign up

Export Citation Format

Share Document