Using social media posts as resources for engaging in value co-creation

2017 ◽  
Vol 27 (4) ◽  
pp. 898-922 ◽  
Author(s):  
Anne Sorensen ◽  
Lynda Andrews ◽  
Judy Drennan
Keyword(s):  
Social Media ◽  
Social Implications ◽  
Future Research ◽  
Community Members ◽  
Consumer Engagement ◽  
Community Interactions ◽  
Cross Sectional ◽  
Content Type ◽  
Social Good ◽  
Consumer Responses

Purpose The purpose of this paper is to investigate how organizations create focal engagement objects through posts to their social media community members and how the members engage with these posts in ways that potentially co-create value. Of additional interest is the use of platform, tone and language to determine how they potentially influence value co-creation. Design/methodology/approach The research method is netnography. Two Australian-based cause organizations were selected for the study, and posts were collected from Facebook, Twitter and YouTube platforms used by the communities, as well as likes, clicks, shares and retweets. Data was examined using content and thematic analyses. Findings Findings for the characteristics of the posts indicate how platforms need to be member-centric and that post tone and language can be used for engaging members effectively. Three consumer engagement objects were thematically derived from the posts: events, donations and fundraising, and social justice that includes shout-outs and thunderclaps. In turn, consumer responses evidenced engagement sub-processes of co-developing, acknowledging, rewarding, sharing, advocating, adding momentum and learning. The likes, clicks, shares and retweets assisted in determining the amount of community interactions with posts in the cause brands’ communities. Research limitations/implications This research is limited to the extent it involved two cases. As with any cross-sectional research, the findings are snapshots of interactions on the two sites over the two-week data collection periods. Theoretical implications provide a deeper insights into value co-creation by empirically examining how organizations and their supporters employ and use post resources to co-create value collectively, and how the characteristics of the posts and behavioral interactions potentially facilitates this. Practical implications Managerially, this investigation will assist both commercial brand and cause brand organizations to plan and adapt their social media strategies to enhance supporters’ engagement with posts in this digital environment. Social implications The social implications of this study are that it provides an understanding of how cause organizations can harness online communities for value co-creation to generate social good. Originality/value The study is both original and adds value to the research community. The findings presented provide an insightful conceptual framework to guide future research into this important area of consumer engagement with resources in social media communities leading to potential co-creation of value.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Brands, community and style – exploring linking value in fashion blogging

2014 ◽  
Vol 18 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Christofer Pihl
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Design Methodology ◽  
Study Strategies ◽  
Future Research ◽  
Community Members ◽  
Content Type ◽  
Potential Source ◽  
Empirical Context ◽  
Practical Implications

Purpose – By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and social media. Design/methodology/approach – A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs, and through these processes, acted as a linking value for community members. Findings – This paper demonstrates how fashion bloggers, together with their readers, constitute a form of community centred on style. It also shows how fashion bloggers, by combining and assembling fashion brands and products, articulate and express different style sets, and how they, together with their followers, engage in activities connected to these style ideals. Research limitations/implications – As this study has been empirically limited to a Swedish setting, future research would benefit from findings of international expressions of communities of style. Practical implications – Based on this study, strategies for managing communities of style is suggested to represent a potential source of competitive advantage for fashion firms. Originality/value – In the context of the conceptual discussion about what brings members of communities together, this study provides evidence of how style can function as a linking value in the setting of consumer communities that emerge within the boundaries of fashion and social media.

Territorial consumer behaviors on social media: a dark side of psychological ownership

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Petru Dorin Micu ◽  
Christy Ashley
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Psychological Ownership ◽  
Dark Side ◽  
Future Research ◽  
Consumer Behaviors ◽  
Content Type ◽  
Consumer Responses ◽  
Media Firms ◽  
Consumer Interactions

Purpose The purpose of this paper is to investigate whether consumers experience territory infringements during interactions with other consumers on firm-managed social media pages and, if so, how consumers respond. In offline contexts, feelings of territoriality affect consumers’ responses to other people in ways that are detrimental to the firm. Less is known about the effects of territoriality in response to consumer-to-consumer interactions on social media. Firms need to understand the implications of these interactions as they encourage consumer engagement on firm-owned social media pages. Design/methodology/approach The current research examines whether territorial consumer behaviors occur in response to co-consumers on social media pages for a brand (Study 1) and a product (Study 2) using experimental studies. Findings The studies provide evidence that a perceived territory infringement by a co-consumer can provoke retaliation toward the co-consumer and reduce engagement on the firm-owned social media page. Psychological ownership toward the product or brand amplifies these effects. Research limitations/implications The findings were robust in the experimental scenarios that featured a brand and a product. However, future research should validate the results in a field study and include other brands and products. Practical implications The findings highlight conditions under which consumer-to-consumer interactions can decrease social media engagement on firm-owned social media pages. Originality/value The manuscript is the first to examine how territoriality and psychological ownership relate to negative consumer responses following consumer-to-consumer interactions on social media.

scholarly journals Social media influencers and transgressive celebrity endorsement in consumption community contexts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hayley Cocker ◽  
Rebecca Mardon ◽  
Kate L. Daunt
Keyword(s):  
Social Media ◽  
Deep Understanding ◽  
Celebrity Endorsement ◽  
Community Members ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Consumer Responses ◽  
Consumption Community ◽  
Practical Implications ◽  
Community Contexts

Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community. Findings This study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand. Research limitations/implications This study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context. Practical implications The paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression. Originality/value The analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.

Drivers of user engagement in eWoM communication

2016 ◽  
Vol 30 (5) ◽  
pp. 541-553 ◽  
Author(s):  
Alexander Rossmann ◽  
Kumar Rakesh Ranjan ◽  
Praveen Sugathan
Keyword(s):  
Social Media ◽  
Empirical Test ◽  
Prior Experience ◽  
Online Marketing ◽  
Future Research ◽  
User Engagement ◽  
Community Members ◽  
Content Type ◽  
Engagement Strategies ◽  
Marketing Activities

Purpose This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product communities. It examines the effect of the senders’ prior experience with products and services, and their extent of acquaintance with other community members, on user engagement with the eWoM. Design/methodology/approach The study used a sample of 576 unique user postings from the corporate fan page of two German firms: a service community of a telecom provider and a product community of a car manufacturer. Multiple regression analysis is used to test the conceptual model. Findings Senders’ prior experience and acquaintance positively affect user engagement with eWoM, and these effects differ across communities for products and services and across their influence on “likes” and “comments”. The results also suggest that communities for products are orientated toward information sharing, while those discussing services engage in information building. Research limitations/implications This research explains mechanisms of user engagement with eWoM and opens directions for future research around motives, content and social media tools within the structures of online communities. The insights on information-handling dimensions of online tools and antecedents to their use contribute to the research on two prioritized topics by the Marketing Science Institute – “Measuring and Communicating the Value of Online Marketing Activities and Investments” and “Leveraging Digital/Social/Mobile Technology”. Practical implications This research offers insights for firms to leverage user engagement and facilitate eWoM generation through members who have a higher number of acquaintances or who have more experience with the product or service. Executives should concentrate their community engagement strategies on the identification and utilization of power users. The conceptualization and empirical test about the role of likes and comments will help social media managers to create and better capture value from their social media metrics. Originality/value The insights about the underlying factors that influence engagement with eWoM advance our understanding about the usage of online content.

Social media engagement, service complexity, and experiential quality in US hospitals

2020 ◽  
Vol 34 (6) ◽  
pp. 833-845 ◽  
Author(s):  
Youngsu Lee ◽  
Joonhwan In ◽  
Seung Jun Lee
Keyword(s):  
Social Media ◽  
Demographic Data ◽  
Positive Association ◽  
Customer Engagement ◽  
Service Firms ◽  
Multiple Sources ◽  
Cross Sectional ◽  
Content Type ◽  
Social Media Engagement ◽  
Experiential Quality

Purpose As social media platforms become increasingly popular among service firms, many US hospitals have been using social media as a means to improve their patients’ experiences. However, little research has explored the implications of social media use within a hospital context. The purpose of this paper is to investigate a hospital’s customer engagement through social media and its association with customers’ experiential quality. Also, this study examines the role of a hospital’s service characteristics, which could shape the nature of the interactions between patients and the hospital. Design/methodology/approach Data from 669 hospitals with complete experiential quality and demographic data were collected from multiple sources of secondary data, including the rankings of social media friendly hospitals, the Hospital Compare database, the Center for Medicare and Medicaid (CMS) cost report, the CMS impact file, the Healthcare Information and Management Systems Society Analytics database and the Dartmouth Atlas of Health Care. Specifically, the authors designed the instrumental variable estimate to address the endogeneity issue. Findings The empirical results suggest a positive association between a hospital’s social media engagement and experiential quality. For hospitals with a high level of service sophistication, the association between online engagement and experiential quality becomes more salient. For hospitals offering various services, offline engagement is a critical predictor of experiential quality. Research limitations/implications A hospital with more complex services should make efforts to engage customers through social media for better patient experiences. The sample is selected from databases in the US, and the databases are cross-sectional in nature. Practical implications Not all hospitals may be better off improving the patient experience by engaging customers through social media. Therefore, practitioners should exercise caution in applying the study’s results to other contexts and in making causal inferences. Originality/value The current study delineates customer engagement through social media into online and offline customer engagement. This study is based on the theory of customer engagement and reflects the development of mobile technology. Moreover, this research may be considered as pioneering in that it considers the key characteristics of a hospital’s service operations (i.e., service complexity) when discovering the link between customers’ engagement through a hospital’s social media and experiential quality.

scholarly journals Correlates of social media fatigue and academic performance decrement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aqdas Malik ◽  
Amandeep Dhir ◽  
Puneet Kaur ◽  
Aditya Johri
Keyword(s):  
Social Media ◽  
Academic Performance ◽  
Adult Students ◽  
Instant Messaging ◽  
Well Being ◽  
Online Behavior ◽  
Cross Sectional ◽  
Self Disclosure ◽  
Content Type ◽  
Antecedents And Consequences

PurposeThe current study aims to investigate if different measures related to online psychosocial well-being and online behavior correlate with social media fatigue.Design/methodology/approachTo understand the antecedents and consequences of social media fatigue, the stressor-strain-outcome (SSO) framework is applied. The study consists of two cross-sectional surveys that were organized with young-adult students. Study A was conducted with 1,398 WhatsApp users (aged 19 to 27 years), while Study B was organized with 472 WhatsApp users (aged 18 to 23 years).FindingsIntensity of social media use was the strongest predictor of social media fatigue. Online social comparison and self-disclosure were also significant predictors of social media fatigue. The findings also suggest that social media fatigue further contributes to a decrease in academic performance.Originality/valueThis study builds upon the limited yet growing body of literature on a theme highly relevant for scholars, practitioners as well as social media users. The current study focuses on examining different causes of social media fatigue induced through the use of a highly popular mobile instant messaging app, WhatsApp. The SSO framework is applied to explore and establish empirical links between stressors and social media fatigue.

Regulation and information asymmetry

2008 ◽  
Vol 16 (1) ◽  
pp. 59-76 ◽  
Author(s):  
Robyn McLaughlin ◽  
Assem Safieddine
Keyword(s):  
Information Asymmetry ◽  
Stock Returns ◽  
Operating Performance ◽  
Cost Benefit ◽  
Future Research ◽  
Information Asymmetries ◽  
Cross Sectional ◽  
Industrial Firms ◽  
Content Type ◽  
Regulated Utilities

PurposeThis paper seeks to examine the potential for regulation to reduce information asymmetries between firm insiders and outside investors.Design/methodology/approachExtensive prior research has established that there are substantial effects of information asymmetry in seasoned equity offers (SEOs). The paper tests for a mitigating effect of regulation on such information asymmetries by examining differences in long‐run operating performance, changes in that performance, and announcement‐period stock returns between unregulated industrial firms and regulated utilities that issue seasoned equity. The authors also segment the samples by firm size, since smaller firms are likely to have greater asymmetries.FindingsConsistent with regulated utility firms having lower levels of information asymmetry, they have superior changes in abnormal operating performance than industrial firms pre‐ to post‐issue and their announcement period returns are significantly less negative. These findings are most pronounced for the smallest firms, firms likely to have the greatest information asymmetries and where regulation could have its greatest effect.Research limitations/implicationsThe paper does not examine costs of regulation. Thus, future research could seek to measure the cost/benefit trade‐off of regulation in reducing information asymmetry. Also, future research could examine cross‐sectional differences between different industries and regulated utilities.Practical implicationsRegulation reduces information asymmetry. Thus, regulation or mandated disclosure may be appropriate in industries/markets where information asymmetry is severe.Originality/valueThis paper is the first to compare the operating performance of regulated and unregulated SEO firms.

scholarly journals Unemployment and spell duration during the Great Recession in the EU

2015 ◽  
Vol 36 (2) ◽  
pp. 216-235 ◽  
Author(s):  
Carlos Gradín ◽  
Olga Cantó ◽  
Coral del Río
Keyword(s):  
Great Recession ◽  
Negative Impact ◽  
Labour Force ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type ◽  
The Great Recession ◽  
Unemployment Spells ◽  
Practical Implications ◽  
The Eu

Purpose – The purpose of this paper is to analyze the different dynamic characteristics of unemployment in a selected group of European Union countries during the current Great Recession, which had unequal consequences on employment depending on the country considered. Design/methodology/approach – The paper follows Shorrocks’s proposal of a duration-sensitive measure of unemployment, and uses cross-sectional data reported by Eurostat coming from European Labour Force Surveys. Findings – The results add some evidence on the relevance of incorporating spells’ duration in measuring unemployment, finding remarkable differences in unemployment patterns in time among European countries. Research limitations/implications – In this paper unemployment is analyzed for all the labor force. Future research should investigate patterns across specific groups such as young people, women, immigrants or the low skilled. Practical implications – It is generally accepted that the negative impact of unemployment on individual welfare can be very different depending on its duration. However, conventional statistics on unemployment do not adequately capture to what extent the recession is not only increasing the incidence of unemployment but also its severity in terms of duration in time of ongoing unemployment spells. The paper shows an easy and practical way to do it in order to improve the understanding of the unemployment phenomenon, using information usually reported by statistical offices. Originality/value – First, the paper provides a tool for dynamic analysis of unemployment based on reported cross-sectional data. Second, the paper demonstrates the empirical relevance of considering spells’ duration when assessing differences in unemployment across countries or in unemployment trends. This is usually neglected or only partially addressed by most conventional measures of unemployment.

Intellectual capital disclosure on Twitter – empirical evidence from the world’s largest companies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Łukasz Bryl ◽  
Justyna Fijałkowska ◽  
Dominika Hadro
Keyword(s):  
Social Media ◽  
Intellectual Capital ◽  
Recent Literature ◽  
Future Research ◽  
Corporate Disclosure ◽  
Content Type ◽  
Management Philosophy ◽  
Business Units ◽  
Structural Capital ◽  
Practical Implications

Purpose This study aims to examine intellectual capital disclosure (ICD) on Twitter by 60 of the world’s largest companies and explains the main themes communicated to stakeholders. The second objective is to determine which topics provoke most stakeholders’ reactions. Design/methodology/approach The authors perform content analysis on more than 42,000 tweets to examine ICD practices along with the reactions of stakeholders in the form of retweets and “favorites” toward the information disclosed. Findings Intellectual capital (IC) is an important theme in corporate disclosure practices, as more than one-third of the published tweets refer to IC. The world’s largest companies focus on relational capital information, followed by human and structural capital. The main IC themes disclosed were management philosophy, corporate reputation and business partnering. Tweets related to IC are of greater interest to stakeholders than other tweets and provoke more reactions. There is no complete consistency between the topics most intensively disclosed by companies and those that elicit the most vivid responses from the addressees. Practical implications This study offers an understanding of the world’s largest companies’ practices that refer to ICD via social media and has implications for organizations in the creation and use of communication channels when developing a dialogue with stakeholders on topics regarding IC that may lead to better management of IC performance. Originality/value This paper is a response to the call for studies on ICD via social media, which is strongly highlighted in the recent literature concerning future research on IC and until now was almost absent in the field of business units. This research provides in-depth insights into the use of Twitter to disclose IC elements and indicates which fields and topics of this disclosure provoke stakeholders’ reactions, which is a novelty in ICD studies.

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