A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheng Shen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Relevant Literature ◽  
Consumer Participation ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Consumer Interactions ◽  
The Relationship

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

How social media aids consumer engagement

2015 ◽  
Vol 31 (6) ◽  
pp. 21-23
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Added Value ◽  
Consumer Engagement ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Marketing interest in consumer engagement is widely evident. This is illustrated by the fact that having a substantial base of engaged consumers is now high on the agenda of many marketers. And why shouldn’t it be? After all, individuals demonstrating such high levels of commitment can secure added value for the brand in question. Engagement inspires tendencies which reach further than purchasing and other market-related activities. High levels of attachment are typical of engaged consumers who will often thus serve as brand advocates. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics

2016 ◽  
Vol 40 (4) ◽  
pp. 458-471 ◽  
Author(s):  
Ricardo Limongi França Coelho ◽  
Denise Santos de Oliveira ◽  
Marcos Inácio Severo de Almeida
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Design Methodology ◽  
Ordinary Least Squares ◽  
User Preference ◽  
Content Type ◽  
Dependent Variables ◽  
Body Design ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to measure the impact of post type (advertising, fan, events, information, and promotion) on two interaction metrics: likes and comments. The measuring involved two popular social media, Facebook and Instagram, and in business profiles of five different segments (food, hairdressing, ladies’ footwear, body design, fashion gym wear). Design/methodology/approach – The method used was multiple regression analysis with an estimator of the ordinary least squares for 1,849 posts from five different companies posted on Facebook (680 posts) and Instagram (1,169 Instagram) over an eight-month posting period. Regression analysis was used to identify the relationship between the dependent variables (likes and comments), and the independent variables (post typology, segments, week period, month, characters and hashtag). Findings – It was seen that the post types events and promotion led to a greater involvement of followers in Instagram, in particular. In Facebook, the events post type was only significant in the like’s interaction. Another finding of the research is the relevance of the food and body design segment which was significant in both virtual social media. This indicates a user preference involving their day-to-day lives, in this case, having a tattoo done or seeing a photo of a dessert. Originality/value – With the findings of this study, academics and social media managers can improve the return indicators of interactions in posts and broaden the discussion on the types of post and interaction in different virtual social media.

Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zalfa Laili Hamzah ◽  
Hazwani Abdul Wahab ◽  
Muhammad Waqas
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Perceptions ◽  
Brand Relationship ◽  
Relationship Outcomes ◽  
Behavioural Engagement

Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social media. Design/methodology/approach An online survey of 407 social media users was undertaken. Structural equation modelling was used to test all hypotheses. Findings The results indicated that consumers respond positively to interactive and/or novel posts. Furthermore, consumer engagement with brand posts positively influenced all customer-brand relationship facets including brand love and customer-brand identification. Originality/value This study contributes to closing the empirical gap in social media consumer engagement research by providing support for consumer perception of brand post’s characteristics as a significant factor triggering consumer engagement with the brand post. This study also provides evidence that consumer engagement with brand posts leads to customer-brand relationships.

Social media influence on the B2B buying process

2019 ◽  
Vol 34 (7) ◽  
pp. 1482-1496 ◽  
Author(s):  
Hoda Diba ◽  
Joseph M. Vella ◽  
Russell Abratt
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Media Influence ◽  
Content Type ◽  
Exploratory Approach ◽  
Functional Blocks ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

Sound sellers: musicians' strategies for marketing to industry gatekeepers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ariel Sanders ◽  
Barbara J. Phillips ◽  
David E. Williams
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Professional Musicians ◽  
Content Type ◽  
Music Genres ◽  
Interpretative Phenomenological Approach ◽  
The Relationship ◽  
Insight Into ◽  
Key Industry

PurposeThe relationship between musicians and the music industry has often been depicted as a dichotomy between creativity and commerce with musicians conflicted between their roles as artists and their roles as marketers of sound. Recently, marketing researchers have problematized this dichotomy and suggested musicians perceive these roles as inevitable and indivisible. However, the processes of how musicians market their sound to the industry gatekeepers remain unclear. This study seeks to find the key industry gatekeepers for musicians and how musicians sell their personal sound to them.Design/methodology/approachUsing an interpretative phenomenological approach, ten interviews with professional musicians across different music genres provided insight into the strategies musicians use to market their sound to industry gatekeepers.FindingsIn total, three key gatekeepers and the five strategies that musicians use to sell their sound are identified. The gatekeepers are record labels, other musicians and consumers. Musicians sell their sound to these gatekeepers through the externally directed strategies of using social media to build relationships, defining their personal sound through genre and creating a unique sound, and through the internally directed strategies of keeping motivated through sound evolution and counting on luck.Research limitations/implicationsThe findings are limited by the small number of musicians interviewed and the heterogeneous representation of music genres.Originality/valueThe study contributes to theoretical understandings of how musicians as cultural producers market their sound in a commercial industry.

(Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brandon Mastromartino ◽  
Michael L. Naraine
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Professional Sport ◽  
Media Content ◽  
Sport Organizations ◽  
Consumer Engagement ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Digital Strategy ◽  
Unique Application

PurposeThe purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The study explored the typologies of Instagram posts of NHL teams and measured engagement of social media content that was not planned in advance.Design/methodology/approachA mixed methods approach was utilized through a content analysis of 12 NHL team social media feeds. 502 (n = 502) posts were examined from the period of March 12 – May 26 during which the NHL season was suddenly paused due to the COVID-19 pandemic. Typologies of posts were identified through a qualitative coding process and ANOVA tests were conducted to examine the effectiveness of each typology in engaging consumers.FindingsThis study found that social media strategies of the sampled NHL teams is evidence of disinnovation with digital, as opposed to the previously conceptualized innovative properties that these activities bear. Therefore, in order to achieve the consumer engagement outcomes sought to build stronger relationships with fans and deliver on the expected leveraging capabilities for sponsors, sport marketers must reconsider their current, imbalanced approach and whether the more inherently interactive content should be balanced with entertaining content that requires organic consumer engagement.Originality/valueThis study offers a unique application of UGT, highlighting that social media in a sport context is not just about gratifying consumers, but preventing diminishing engagement and exploitation of users through overuse of sponsorship-laced content.

Customer–brand engagement and Facebook fan-page “Like”-intention

2017 ◽  
Vol 26 (2) ◽  
pp. 120-134 ◽  
Author(s):  
Tilo Halaszovich ◽  
Jacques Nel
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Equation Modelling ◽  
Conditional Effects

Purpose The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”. Design/methodology/approach In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling. Findings The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust. Originality/value Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

Engaging consumers with sustainable fashion on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Danielle Sponder Testa ◽  
Sonia Bakhshian ◽  
Rachel Eike
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Design Methodology ◽  
Research Question ◽  
Consumer Engagement ◽  
Content Type ◽  
Engagement Strategies ◽  
Sustainable Fashion ◽  
Content Theme ◽  
Practical Implications

PurposeThe purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers?Design/methodology/approachTwenty-five global fashion retailers were identified and categorized as either (a) sustainable fashion brands (SFB), (b) sustainably aware mainstream brands (SAB) or (c) traditional fashion brands (TFB). Content analysis of the 25 retailer's Instagram posts over a three-week period was analyzed and categorized according to content theme. Data were analyzed for quantity of Likes and Comments (engagement) to identify engagement strategies with each of the brand groups.FindingsIt was found that different strategies may be taken regarding social media strategy for SFB, SAB or TFB. Consumers were engaged with unfamiliar content, for instance, sustainability to a consumer unfamiliar with the topic or how it applies to a specific brand. Digital consumers were looking for exciting and aesthetically pleasing posts. Specifically, all consumers were engaged with posts about Fashion and Lifestyle.Practical implicationsAs the result of this study, sustainable fashion best practices and social media strategies were presented for the three brand categories of fashion retailers.Originality/valueThis study analyzed a cross-section of global fashion brands and identified “best practices” for digital consumer engagement with sustainable messages through Instagram. The findings provide original value, specifically in the area of fashion marketing via social media to communicate brand identify to digital consumers for brand growth.

Customer engagement and co-created value in social media

2019 ◽  
Vol 38 (6) ◽  
pp. 730-744 ◽  
Author(s):  
Sara Quach ◽  
Wei Shao ◽  
Mitchell Ross ◽  
Park Thaichon
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Extrinsic Motivation ◽  
Customer Participation ◽  
Customer Engagement ◽  
Privacy Concern ◽  
Content Type ◽  
External Reward ◽  
Customer Motivation ◽  
The Relationship

Purpose The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process. Design/methodology/approach Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years. Findings Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed. Originality/value The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer

2019 ◽  
Vol 11 (6) ◽  
pp. 1671-1689 ◽  
Author(s):  
Syed Alamdar Ali Shah ◽  
Raditya Sukmana ◽  
Bayu Arie Fianto ◽  
Muhammad Ali Ahmad ◽  
Indrianawati Usman Usman ◽  
...  
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Customer Engagement ◽  
Hierarchical Regression ◽  
Content Type ◽  
Google Docs ◽  
Moderation Effects ◽  
The Relationship ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose The purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media. Design/methodology/approach The study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity. Findings The authors’ findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer. Research limitations/implications The respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement. Practical implications This study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer. Originality/value This study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as “social-media disguised snow ball sampling”. Further, this study is one of the few studies in the area of “halal social media”.

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