It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dorit Zimand Sheiner ◽  
Ofrit Kol ◽  
Shalom Levy
Keyword(s):  
Affective Response ◽  
Theory And Practice ◽  
Path Model ◽  
Behavioral Engagement ◽  
Consumer Engagement ◽  
Content Type ◽  
The Social ◽  
Message Appeals ◽  
Structural Path ◽  
Social Message

PurposeGrounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.Design/methodology/approachData were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.FindingsA structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement.Originality/valueThe novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in)congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.

A quality system’s impact on the service experience

2017 ◽  
Vol 37 (12) ◽  
pp. 1817-1839 ◽  
Author(s):  
Jeffery Smith ◽  
Sidney Anderson ◽  
Gavin Fox
Keyword(s):  
Service Quality ◽  
Social Systems ◽  
Theory And Practice ◽  
Service Experience ◽  
Content Type ◽  
Proposed Model ◽  
The Social ◽  
Two Samples ◽  
The Impact ◽  
Integrated Service

Purpose The purpose of this paper is to examine the interplay between technical and social systems within an organization that potentially affect the service experience, as perceived by end customers. Design/methodology/approach The paper explores the potential impact of an integrated service quality system on the service experience. A conceptual model is presented, accompanied by a detailed development of the hypotheses. Two samples (Study 1: n=474, Study 2: n=225) of consumers are used to empirically test the proposed model. Findings The analysis reveals the impact a technical system has on employees’ inherent abilities (i.e. the social system), which, in turn, affect the overall assessment by customers. Additionally, the situation in which an employee works (i.e. operating environmental conditions) results in differences in the model. Research limitations/implications This paper’s main implication is this paper employs established theory to develop a model that is empirically tested to show that implementing and maintaining a quality-oriented service system can positively influence the overall customer experience. The limitations are based primarily on the methodology in which individual employees assessed all aspects of both the social and technical systems. Practical implications Managers should be diligent in their design and implementation of the quality components as these affect the work setting in which employees operate. Originality/value Prior research has neither explored an integrated service quality system’s impact on the service experience nor employed an established theoretical framework. This work accomplishes both with the results providing contributions to both theory and practice.

Omni-channel marketing, integrated marketing communications and consumer engagement

2017 ◽  
Vol 11 (2) ◽  
pp. 185-197 ◽  
Author(s):  
Elizabeth Manser Payne ◽  
James W. Peltier ◽  
Victor A. Barger
Keyword(s):  
Review Literature ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Consumer Engagement ◽  
Content Type ◽  
Research Areas ◽  
On Line ◽  
Antecedents And Consequences

Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts. Practical implications The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships. Originality/value The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

The social network antecedents to consumer engagement: revealing how consumers' conversations influence online engagement behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yan Qu ◽  
Adam J. Saffer ◽  
Daniel Riffe
Keyword(s):  
Social Network ◽  
Online Survey ◽  
Empirical Studies ◽  
Hierarchical Regression ◽  
Network Approach ◽  
Consumer Engagement ◽  
Content Type ◽  
Online Engagement ◽  
The Social ◽  
Egocentric Network

PurposeConsumer engagement has become a critical component to many brands' relationship and promotional efforts. Empirical studies have documented the psychological elements that can drive consumers to engage with brands. However, there is a knowledge gap regarding how consumer engagement is influenced by the social environment consumers are embedded in. Taking an egocentric network approach, this study explores the social network factors that affect different dimensions of consumers' online engagement behaviors with a brand.Design/methodology/approachAn online survey with an egocentric network design was employed, and 263 completed responses were collected from college students in US. The dimensionality of consumer engagement was validated using exploratory factor analysis. The hypotheses were tested through three sets of hierarchical regression models.FindingsThe results suggest that consumer engagement with a brand was partially shaped by the attributes of consumers' brand discussion networks that emerge from their conversations about a brand with others in everyday life. Specifically, the size, heterogeneity, and density to consumers' discussion networks were associated with certain engagement behaviors.Originality/valueThis study introduces a novel type of network method known as egocentric network analysis to explore and investigate the social network antecedents to consumer engagement behavior. It advances the conception of consumer engagement as a dynamic process influencing and is influenced by consumers' social interactions rather than merely a product of their psychological mechanisms. The study contributes to a social network approach to examining and conceptualizing consumer engagement.

Predicting future use intention of fitness apps among fitness app users in the United Kingdom: the role of health consciousness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Svenja Damberg
Keyword(s):  
Health Care ◽  
United Kingdom ◽  
Sports Marketing ◽  
Theory And Practice ◽  
Path Model ◽  
Equation Modeling ◽  
Content Type ◽  
Health Consciousness ◽  
The United Kingdom ◽  
Continuance Usage

PurposeThis study replicates and extends the unified theory of acceptance and use of technology (UTAUT2) to explain the drivers of future use intention of fitness apps among users. It extends existing theory by investigating continuance usage and adding health consciousness as a driver; an extension, which has implications for future studies on emerging technologies in the health care sector and beyond.Design/methodology/approachBuilding on the UTAUT2, the author built a path model of future app-use intention. A survey involving 591 respondents from the United Kingdom was conducted, and the data was analyzed using partial least squares structural equation modeling.FindingsThe results of this study confirm that five drivers explain future use intention, namely habit, perceived playfulness, health consciousness, perceived performance and price value. These findings have implications for sports marketing theory and practice, as well as for policymakers, in that health consciousness is important for fitness app adoption, which in turn has repercussions for entire health care systems.Originality/valueThis study makes two main contributions. It extends technology acceptance theory by using a sample of users to explain future use intention of fitness apps and adds the construct health consciousness as a nontechnological element of the continuance usage of fitness apps to the model. The result is a path model that confirms the importance of personal health consciousness and potential generalizability to future health industry technologies with further implications for sports marketing management theory and practice.

Social issue qua wicked problems

2018 ◽  
Vol 22 (1) ◽  
pp. 79-95 ◽  
Author(s):  
W. Timothy Coombs ◽  
Sherry J. Holladay
Keyword(s):  
Social Issue ◽  
Digital Media ◽  
Social Issues ◽  
Strategic Communication ◽  
Theory And Practice ◽  
Management Model ◽  
Issues Management ◽  
Content Type ◽  
The Social

Purpose The purpose of this paper is to describe the need to theorize firms’ involvement in social issues and propose the social issues management model as a framework for analyzing the communication processes underlying social issues management. An application of the new approach is illustrated through a brief case analysis. Design/methodology/approach The paper is conceptual and emphasizes theory building for firm’s involvement in social issues management. Findings The paper describes modifications to the general issues management model that can be adopted to reflect the social issues management process and contemporary digital media environments. Practical implications The paper can benefit theory and practice of social issues management by describing how specific communication strategies and digital media use may affect social issues management. Social implications Because firms increasingly are motivated or urged by stakeholders to take stands on social issues, understanding how they can perform the role of social issue manager can enhance their potential for contributing to positive social change. Originality/value The paper provides a much needed update to the models of issues management used in strategic communication. The new model accounts for the increasing pressure on firms to address social issues and the role of digital communication channels in that process.

From social capital to consumer engagement: the mediating role of consumer e-empowerment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Social ◽  
Bonding And Bridging ◽  
Social Capitals

Purpose This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page. Design/methodology/approach Based on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework. Findings Results support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment. Research limitations/implications The social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites. Originality/value This paper fulfills an identified need to study how social capital may affect consumer engagement. The paper is a leading study in investigating the direct and indirect (via consumer e-empowerment) effects of bonding and bridging social capitals on consumer brand engagement.

Integrating the C3 Framework in the social studies: an action research study

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meghan McGlinn Man ◽  
Jeffrey A. Greiner
Keyword(s):  
Action Research ◽  
Social Studies ◽  
Teaching And Learning ◽  
Research Study ◽  
Classroom Teacher ◽  
Theory And Practice ◽  
Content Type ◽  
The Social ◽  
Teachers And Students ◽  
Action Research Study

PurposeThe C3 Framework is a recent example in a long history within the field of social studies education of efforts to engage teachers and students in inquiry-oriented teaching and learning. While there is some research regarding the efficacy of the inquiry design model (IDM) of the C3 Framework, few studies have sought to engage social studies teachers as coresearchers as they integrate the framework. This study addressed a persistent divide between the theory and practice of integrating inquiry in the social studies.Design/methodology/approachIn this study, a classroom teacher and a university-based researcher conducted a hybrid action research study to understand the instructional shifts that occur as the C3 Framework is fully implemented into instruction.FindingsBased on the findings, the authors present a theory of action to highlight key opportunities to shift instruction, while also acknowledging the factors that might mitigate those shifts. In particular, the authors focus on teacher decision-making and contextual factors that allow for and hinder the full integration of inquiry.Originality/valueThis study is unique in developing a hybrid action research/qualitative case study that provides insider knowledge related to improving social studies teaching and learning.

scholarly journals Technology-based business incubators

2019 ◽  
Vol 16 (1) ◽  
pp. 36-54 ◽  
Author(s):  
Maria Gabriela Miranda ◽  
Renata Borges
Keyword(s):  
Social Network ◽  
Theory And Practice ◽  
University Professors ◽  
Content Type ◽  
Team Members ◽  
Professional Network ◽  
Innovative Environment ◽  
The Social ◽  
Legal Challenges ◽  
High Level

PurposeTechnology-based incubators depend on high-level knowledge to constantly meet the demands of the market. Incubators offer a variety of specialized services to help startups increase the chances of crossing the valley of death. These services include infrastructure, access to a professional network of mentors and an intensive support of a consultant team to help with managerial and legal challenges. Therefore, it is critical to incubators to develop both highly skilled teams of consultants and social environment that facilitates communication. The purpose of this paper is to understand how innovation-oriented social networks created within technology-based incubators are shaped.Design/methodology/approachData were collected in five incubators participating connected to federal universities from the state of Minas Gerais. The network attributes collected in the survey were placed in a matrix form. The mapping and measurement of the relationships between individuals were developed using the Ucinet software. Ucinet enables the analysis of attributes (attitudes, behaviors and characteristics) characterized as relational (contacts, ties and relationships). The software also includes the Netdraw network visualization tool, which enables the creation of matrices and graphical network maps. The measurements of centrality, closeness and intermediation were analyzed to assess the intra-organizational social network.FindingsThe results indicate that although the flow of communication does not follow the formal hierarchy, the interaction between team members to spontaneously exchange ideas, information and experiences is rare. The workers are so concerned about their timely tasks, that they have few opportunities to exchange information and knowledge. The coordination is carried out by university professors, who also perform other tasks (e.g. teaching, research and administration activities) besides those related to the incubators. The results also suggest that in the technology-based incubators studied, besides dealing in an innovative environment, the distribution of tasks and responsibilities are still rigid and traditional.Originality/valueBy analyzing the degree of the relationship between team members, the proximity and the level of intermediation of co-workers, it is possible to see how the incubators workers interact, thereby identifying the flow of information. This study offers implications for theory and practice. To the theory, this study adds to the discussion of intra-organizational social network of technology-based companies in the Brazilian context. To practitioners, this research sheds light on the importance of the social network built within the organization to promote effective communication and knowledge sharing.

Advances in hospitality research: “from Rodney Dangerfield to Aretha Franklin”

2015 ◽  
Vol 27 (3) ◽  
pp. 362-378 ◽  
Author(s):  
Manuel Antonio Rivera ◽  
Abraham Pizam
Keyword(s):  
Social Sciences ◽  
Design Methodology ◽  
Hospitality Management ◽  
Theory And Practice ◽  
Management Research ◽  
Maturity Level ◽  
Content Type ◽  
The Past ◽  
The Social

Purpose – This study aims to analyze the progression of research in the domain of Hospitality Management since its inception in the early part of the twentieth century. Design/methodology/approach – A combination of qualitative analyses of the published literature in the past 80 years plus a quantitative survey of 613 manuscripts published in the International Journal of Hospitality Management (IJHM) from 2000 to 2012. Findings – The findings demonstrate that hospitality management research has progressed in the past four years through four distinct phases, namely, Story Tellers (1930-1950), Profilers (1950-1970), Copy Cats (1970-2005) and Innovators (since 2000). The evolution in the literature reflects that people in hospitality management and academia are improving their connection between theory and practice. Research limitations/implications – The quantitative part of this study was limited to articles published in the IJHM, and as such, they may not be fully representative of research articles that were published in other journals both in English and/or additional languages. Originality/value – The results of this study can be used as evidence that the modern field of hospitality management has reached a maturity level that is equal in rigor and sophistication to other disciplines in the domains of business administration and the social sciences.

scholarly journals Representation of intellectual capital’s components amongst Italian social enterprises

2017 ◽  
Vol 18 (3) ◽  
pp. 564-587 ◽  
Author(s):  
Paula Benevene ◽  
Eric Kong ◽  
Barbara Barbieri ◽  
Massimiliano Lucchesi ◽  
Michela Cortini
Keyword(s):  
Well Being ◽  
Social Enterprises ◽  
Theory And Practice ◽  
Senior Managers ◽  
Content Type ◽  
Non Profit ◽  
Software Analysis ◽  
The Social ◽  
Survival And Growth ◽  
Practical Implications

Purpose The purpose of this paper is to understand the representation that senior managers of Italian social enterprises have about their organization’s intellectual capital (IC), precisely about the human capital, relational capital and organizational capital. Design/methodology/approach This paper used a qualitative approach. A total of 81 senior managers were interviewed individually. Interview data were analyzed using different techniques of content analysis, particularly by using the T-Lab software (analysis of word occurrence and co-word mapping, analysis of Markovian sequences). Findings Findings confirm the divide between theory and practice of IC. The representation of the IC dimensions is rather different from the definition that is found in the academic literature. Limited awareness about IC components and their generative power of knowledge determines a limited exploitation of the social enterprises’ organizational knowledge. Research limitations/implications The group reached is limited to Italy and is not statistically representative of all Italian social enterprises. Practical implications Social enterprises are crucial in the development and well-being of societies. However, the findings suggest that many social enterprises managers are not fully aware of the importance of IC and how it may create value for their organizations. This paper stresses that senior managers of social enterprises need to, through various methods, have a better understanding of IC management and knowledge creation if they are to fully utilise the potential of IC in their organizations for survival and growth. Originality/value This is the first attempt to explore the perception of IC’s components among social enterprises, which represent an important development of non-profit organizations.

Sign in / Sign up

Export Citation Format

Share Document