The impact of eWOM on consumer brand engagement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mukta Srivastava ◽  
Sreeram Sivaramakrishnan
Keyword(s):  
Survey Method ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Product Categories ◽  
Critical Gap ◽  
Brand Engagement ◽  
Analysis Technique ◽  
Likelihood Model ◽  
The Impact ◽  
The Relationship

PurposeIt is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE). While answering this question, this study also assesses the influence of eWOM and CBE on customer loyalty and satisfaction with the brand. The study has been conducted across two products –a search product and an experience product.Design/methodology/approachA model is developed and hypotheses are proposed using the Elaboration Likelihood Model which are then tested using PLS-SEM. Data was collected from 712 respondents across India.FindingsFindings indicate that eWOM significantly and positively affects CBE in both product categories. CBE significantly and positively influences both satisfaction and loyalty. eWOM is not significantly related to loyalty for both search and experience products. It is, however, found to be significantly and positively associated with satisfaction in case of the experience product, while a non-significant relationship was found for the search product.Research limitations/implicationsThe present study uses the survey method and PLS-SEM as the analysis technique which makes it correlational and confirmatory. The study, therefore, makes no firm claims on establishing causality.Originality/valueThe paper presents an original idea that CBE fully mediates the relationship between eWOM and satisfaction. This study attempts to fulfil a critical gap in the existing literature by establishing that eWOM generated by other users/consumers about a brand has a significant impact on CBE irrespective of the type of the product that is search or experience.

scholarly journals Relationship Between Brand Engagement and Social Media Marketing

2019 ◽  
Vol 8 (4S3) ◽  
pp. 213-218
Keyword(s):  
Social Media ◽  
Tamil Nadu ◽  
Social Media Marketing ◽  
Survey Method ◽  
Brand Engagement ◽  
Media Interaction ◽  
Major Factors ◽  
Chennai City ◽  
The Impact ◽  
The Relationship

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans

2015 ◽  
Vol 32 (3) ◽  
pp. 145-156 ◽  
Author(s):  
Miguel Angel Zúñiga ◽  
Ivonne M. Torres ◽  
Mihai Niculescu
Keyword(s):  
Undergraduate Students ◽  
Processing Fluency ◽  
Ethnic Identification ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Identification Score ◽  
Fluency And Comprehension ◽  
Likelihood Model ◽  
Central Route ◽  
The Impact

Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD.

Enhancing dynamism in clusters

2017 ◽  
Vol 27 (2) ◽  
pp. 98-112 ◽  
Author(s):  
Sergey Morgulis-Yakushev ◽  
Örjan Sölvell
Keyword(s):  
Financial Performance ◽  
Large Degree ◽  
New Method ◽  
Survey Method ◽  
Process Industries ◽  
Content Type ◽  
Information And Computer Technology ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose This paper empirically aims to examine the relationship between collaboration initiatives of cluster organizations (COs) and improved innovation and financial performance among cluster firms. Moreover, the paper proposes a method for the development of cluster initiatives and evaluating their performance. Design/methodology/approach COs in North Mid Sweden have been studied between 2005 and 2014, where 12 COs have focused on collaboration, ranging from process industries, such as forestry, paper and steel, to tourism and information and computer technology (ICT). A survey method was used to collect data for some 1,000 firms engaging in cluster activities. A new method of analysis, which associates initiatives of COs with cluster members’ innovation and financial performance, has been developed and used in the paper. Findings The paper finds that cluster initiatives (enhancing collaboration across different types of actors in clusters) improve innovation and financial performance among involved cluster firms. But the effect of the cluster initiatives depends, to a large degree, on the policy of the CO. Results show large differences in performance among cluster initiatives, leaving room for the benchmarking and cross-cluster learning. Practical implications The new method proposed in this paper can help to formulate and implement cluster initiatives. Evaluation of COs can be improved through the new method. Originality/value The major contribution of this work is the association of CO initiatives with the performance of cluster member firms. Additionally, this work provides a new statistical instrument for assessing the impact of cluster initiatives on cluster members’ performance.

scholarly journals Social media brand engagement practices

2019 ◽  
Vol 33 (4) ◽  
pp. 1235-1254 ◽  
Author(s):  
Kofi Osei-Frimpong ◽  
Graeme McLean ◽  
Samuel Famiyeh
Keyword(s):  
Social Media ◽  
Social Pressure ◽  
Consumer Participation ◽  
Brand Trust ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to deepen the understanding on social media brand engagement (SMBE) practices by exploring the impact of consumer brand knowledge, perceived social pressure, perceived social relatedness (PSR) and the role of brand trust. Design/methodology/approach A model is proposed to suggest the influence of consumer-level antecedents and moderators of SMBE. Following a survey design approach, data collected from 687 respondents on Facebook are examined through structural equation modelling using AMOS 23.0. Findings The findings reveal significant relationship between the examined antecedents (brand knowledge, perceived social pressure and brand trust) and SMBE. Examination of the moderation role of PSR revealed significant interaction effects on the relationship between brand knowledge and SMBE, as well as perceived social pressure and SMBE. The findings also suggest a lack of interaction effect of PSR on the relationship between brand trust and SMBE. Research limitations/implications This research provides empirical evidence in support of understanding SMBE practices by testing theoretically grounded hypotheses. The study focussed on technologically savvy respondents and only Facebook users in Ghana, which could limit the generalisation of the findings reported. Practical implications This study illustrates a need for managers to integrate multi-communication channels to enhance brand interactions and engagements. Firms must also adopt strategies that would enhance the sharing of interesting information about their brands on their social media platforms to attract others through customer networks. Originality/value The conceptualization of SMBE in this study zooms out our understanding of online SMBE by examining pertinent variables that drive or moderate consumer participation in SMBE activities. The integration of these variables brings out new empirical understanding and extends our knowledge on SMBE.

The impact of celebrity-following activities on endorsement effectiveness on microblogging platforms

2017 ◽  
Vol 8 (2) ◽  
pp. 158-173 ◽  
Author(s):  
Yue Ding ◽  
Lingyun Qiu
Keyword(s):  
Mass Communication ◽  
Underlying Mechanism ◽  
Parasocial Interaction ◽  
Survey Method ◽  
Celebrity Endorsement ◽  
Marketing Practice ◽  
Content Type ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

Purpose Celebrity endorsement on microblogging platforms (such as Twitter or Weibo) has become a widely adopted marketing practice. Compared to its counterpart on traditional mass media, celebrity endorsement on microblogging platforms has some unique characteristics. For example, the endorsement information is usually more implicit and the endorsers tend to use different tactics so as to maximize the impact on their followers. However, these new practices have not been thoroughly investigated and the underlying mechanism by which the endorsers influence potential information receivers is not well understood. Anchored on the theory of parasocial interaction borrowed from the mass communication literature, this paper aims to reveal the underlying mechanism of celebrity endorsement on microblogging platforms. More specifically, it examines the relationship between the intensity of microbloggers’ various celebrity-following activities and endorsement effectiveness. Design/methodology/approach The authors designed and conducted a Web-based survey containing scales for all focal constructs and demographic and control variables. Through online and offline campus advertisement, undergraduate and graduates students who have used microblogging for at least three months were recruited. Findings First of all, the survey results show that the intensity of users’ celebrity-following activities on microblogging platforms has a positive effect on the effectiveness of celebrity endorsement. Second, the positive effect of the intensity of microbloggers’ celebrity-following activities on the effectiveness of celebrity endorsement is mediated by the perceived parasocial interaction with the endorsers. Research limitations/implications Firstly, most respondents of the survey are university students. Second, because of the intrinsic disadvantage of the survey method, the causal relationship between constructs cannot be examined directly. Last, parasocial interaction/relationship is a complex theoretical construct whose influence is unveiled partially in this research. Practical implications First, this study found that the effectiveness of celebrity endorsement on microblogging platforms are largely affected by celebrity-followers’ online involvement. Second, this study revealed that celebrity-following activities that help enhance followers’ perceptions of parasocial interactions are particularly beneficial for endorsement effectiveness. Last, the exploratory analysis further revealed that followers’ perceptions of ingenuousness and companionship are two key sub-dimensions of parasocial interaction. Originality/value First, the authors verified the positive relationship between information receiver’s involvement and the effectiveness of celebrity endorsement in the context of microblogging platforms. Second, this study found that parasocial interaction fully mediates the relationship between celebrity-following intensity and endorsement effectiveness. Last, through an exploratory factor analysis, the authors further decomposed the construct of parasocial interaction into three sub-dimensions, namely, ingenuousness, empathy and companionship.

Linking the employee value proposition (EVP) to employee behavioural outcomes

2019 ◽  
Vol 51 (7/8) ◽  
pp. 387-395 ◽  
Author(s):  
Christopher N. Arasanmi ◽  
Aiswarya Krishna
Keyword(s):  
Management Strategies ◽  
Employee Commitment ◽  
Survey Method ◽  
Value Proposition ◽  
Cross Sectional ◽  
Content Type ◽  
Perceived Organisational Support ◽  
Employee Value ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to examine the link between employee value proposition (EVP) dimensions, employee commitment and organisational citizenship behaviours (OCBs) in organisations. Design/methodology/approach This cross-sectional study collected data from 134 employees of a government department using a survey method. The collected data were analysed with a regression method using Statistical Package for Social Sciences version 24. Findings The regression analysis shows that perceived organisational support, and work environment (WE) influence employee commitment. Also, the relationship between organisational commitment (OC) and OCB was found to be significant. The analysis also confirms that OC mediates the relationship between the EVP variables and OCB. Research limitations/implications This study is cross-sectional research, future studies may adopt a longitudinal method or multi-sourced data for further research insights. Due to the adopted research design, the findings should be interpreted with this in mind. Practical implications This study helps to understand the impact of EVP attributes on employee commitment in organisations. The finding would benefit organisations on the need to enhance EVP fulfilment, and its benefits findings from the study show perceived organisation support and WE affects OC while OC affects OCB. It is crucial for organisations to consider and align EVP strategies in their people management strategies. Originality/value This study contributes to the EVP theory by analysing the role of affiliation dimension of the EVP on employee commitment. Prior research appears to have neglected the influence of the EVP on employee commitment.

The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joe Hazzam*
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Age Groups ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Product Categories ◽  
Social Media Networks ◽  
Brand Engagement ◽  
The Impact

Purpose In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty. Design/methodology/approach A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis. Findings The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups. Research limitations/implications This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories. Originality/value By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.

Examining consumer participation on brand microblogs in China: perspectives from elaboration likelihood model, commitment–trust theory and social presence

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheshi Bao ◽  
Dongdong Wang
Keyword(s):  
Social Presence ◽  
Elaboration Likelihood Model ◽  
Moderating Effect ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Trust Theory ◽  
Likelihood Model ◽  
The Relationship ◽  
Community Commitment

Purpose Brand microblogs have been adopted as a new approach to promote products or services and maintain relationships with consumers for companies, but literature on why consumers are willing to participate on these microblogs is still relatively limited. The purpose of this study is to examine factors affecting consumers’ participation on brand microblogs and then indicate the underlying mechanism of this process based on elaboration likelihood model (ELM), commitment–trust theory and social presence. Design/methodology/approach An online survey was conducted in China to investigate consumers who followed brand microblogs. A total of 380 valid responses were collected, and the data were analyzed by the partial least squares structural equation modeling to assess the proposed research model. Findings The findings show that argument quality and source credibility of a brand microblog are two important factors that enhance consumers’ community commitment and trust toward the microblog, which, in turn, promote their participation intention. In addition, social presence has a moderating effect on the relationship between trust toward brand microblog and participation. Originality/value This study extends the understanding regarding consumers’ information adoption processes in brand microblogs from both central and peripheral routes based on ELM. Besides, the role of trust in affecting consumers’ participation and community commitment in the context of brand microblog has been examined from a more detailed perspective. Finally, this paper better reveal the role of social presence in brand communities by focusing on its moderating effect on the relationship between commitment–trust and consumers’ participation. These findings can provide entrepreneurs with insights into strengthening consumers’ participation and operating their brand microblogs in the long-term.

scholarly journals The Impact of Electronic Word of Mouth on Tourists Visit Intention to Saudi Arabia: Argument Quality and Source Credibility as Mediators

2021 ◽  
Vol 10(4) (10(4)) ◽  
pp. 1152-1168
Author(s):  
Dalal Hodaed Alsheikh ◽  
Norzalita Abd Aziz ◽  
Layla Hodaed Alsheikh
Keyword(s):  
Information Quality ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Argument Quality ◽  
Mediating Role ◽  
Likelihood Model ◽  
The Impact ◽  
The Relationship

relationship between e-WOM and tourist visit intentions. As e-WOM in the form of comments, reviews, opinions, suggestions and recommendation are largely available in the online space, it has been found crucial to investigate the quality and credibility of such information. Elaboration Likelihood Model has been used to build the research model or framework. The study findings suggest the mediating role of source credibility and argument quality in the relationship between e-WOM and tourist visit intention. The study reveals that traveler seeks highly credible sources and information quality before deciding on any travel related products and services. The mediating role of source credibility and argument quality from ELM theory has been investigated from domestic tourism perspective.

The impact of consumer-brand engagement on brand experience and behavioural intentions

2017 ◽  
Vol 119 (8) ◽  
pp. 1884-1896 ◽  
Author(s):  
Marcello Risitano ◽  
Rosaria Romano ◽  
Annarita Sorrentino ◽  
Michele Quintano
Keyword(s):  
Latent Variables ◽  
Structural Equation ◽  
Empirical Support ◽  
Brand Experience ◽  
Content Type ◽  
Behavioural Intentions ◽  
Product Categories ◽  
Brand Engagement ◽  
Premium Price ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willingness to pay a premium price) in relation to food brands. Design/methodology/approach The authors propose a conceptual model comprising five latent variables and 26 manifest variables. A questionnaire with questions relating to pasta and coffee was given to an Italian consumer sample (n=400). The model was tested using structural equation modelling of the resulting data to examine the research hypotheses. Findings The empirical study confirms the predictive role of the two selected drivers of brand value. Both consumer-brand engagement and brand experience influenced behavioural intentions, but these brand constructs had different roles in the two product categories examined in the study, pasta and coffee. Research limitations/implications This study does have limitations. First, the generalisability of the findings should be considered. The study refers to only two product categories in a specific country. It would be interesting to investigate the issue of food brand engagement and brand experience in different countries, and to compare the results. Furthermore, it would be valuable to investigate the impact of brand engagement and brand experience in other product categories. Practical implications The results have an important implication for marketing managers: they should develop long-term and strong brand relationships. Such consumer engagement and/or experiential actions can be key competitive advantages for food companies. Originality/value The study provides empirical support for the effect of consumer-brand engagement and brand experience on consumers’ behavioural intentions in the food industry.

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