Using Social Listening to Evaluate Opinion Research for Social Network Brand Community

Brand influence online: cross-platform social network analysis on the enablement of effective brand communities

10.32920/ryerson.14661831 ◽

2021 ◽

Author(s):

Cameron Munro

Keyword(s):

Social Network ◽

Social Network Analysis ◽

Network Analysis ◽

Social Networking ◽

Methodological Approach ◽

Brand Community ◽

Brand Communities ◽

Online Brand Community ◽

Network Properties ◽

Cross Platform

This paper aims to provide a systematic methodological approach for online brand community assessment across multiple social networking platforms. Analysis of influential brands was conducted utilizing a social network analysis (SNA) perspective. Brand communities were scored based on network properties and content analysis. Background research provided a framework of recommended community enablement strategies to determine what type of content and approach is most conducive to brand community proliferation. Based on network analysis and on congruency of following academically suggested community enablement triggers and behavioural dimensions, it was determined that the most effective brand at enabling community across all platforms within the study was Yeti Coolers. Instagram was the focal platform providing engaging content to be shared across networks

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The Effects of Fan Personality on Participation in Social Media Based Brand Community

Advances in Marketing, Customer Relationship Management, and E-Services - Strategic Customer Relationship Management in the Age of Social Media ◽

10.4018/978-1-4666-8586-4.ch009 ◽

2015 ◽

pp. 155-177

Author(s):

Ali Balapour ◽

Amir Khanlari

Keyword(s):

Social Media ◽

Social Network ◽

Brand Community ◽

Brand Communities ◽

Online Brand Communities ◽

Online Brand Community ◽

New Variables

Facebook as the greatest social network has offered a new marketing tools for companies, agencies, organizations and even people like celebrities. We are witnessing a growing trend in emergence of online brand communities both in and out of social media. However, one of the important aspects that needs to be magnified is how brand's fans participate in their favorite brand pages? This study tries to answer questions like this. We introduce new variables which should be counted in the 3M model of personality in order to stimulate brand fans to participate on the brand page more than before. Entertainment, monetary and normative incentives are introduced as potential variables which affect situational traits of participants. Finally, we advise brand managers to not forget about entertainment mixed with promotions or representation of products over their online brand community; entertainment along with monetary and normative incentives can motivate fans to participate.

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Influence of Content on Consumer and Employee Brand Engagement in Facebook (Russian FMCG Retail Sector)

Webology ◽

10.14704/web/v18si04/web18191 ◽

2021 ◽

Vol 18 (Special Issue 04) ◽

pp. 1187-1201

Author(s):

Sergey Vitalievich Shilovsky

Keyword(s):

Social Networks ◽

Social Network ◽

Retail Sector ◽

Brand Community ◽

Community Members ◽

Service Dominant Logic ◽

Consumer Engagement ◽

Dominant Logic ◽

Brand Engagement ◽

The Social

Social networks provide companies with great opportunities to build relationships with consumers. Currently, almost every company has their own brand page in social networks and is trying to enhance consumer engagement. Company posts are shown to brand community members. Most researchers believe that the brand community consists only of consumers. However, based on the service-dominant logic of marketing, the brand enters into relations not only with consumers, but also with other stakeholders, including employees of the company, who can be members of the brand community in the social networks. In this research, we focus on FMCG retailers brand community. The algorithm of Facebook social network ensures the dependence of consumer engagement on employee brand engagement. Retail marketers need to use content to influence not only consumer engagement, but also employee brand engagement, expressed in likes, comments and shares. The author analyzes 460 Facebook posts made by 5 Russian FMCG retailers’ brands during a 6-month period. A theory-based typology of content characteristics was made and it covers of what brands say and how they say it. This research sheds light on how content influence consumer and employee brand engagement in social networks.

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Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation

Future Internet ◽

10.3390/fi11040087 ◽

2019 ◽

Vol 11 (4) ◽

pp. 87 ◽

Cited By ~ 2

Author(s):

Haichuan Zhao

Keyword(s):

Social Network ◽

Community Participation ◽

Fuzzy Set ◽

Information Quality ◽

Necessary Conditions ◽

Equation Model ◽

Model Structure ◽

Brand Community ◽

Structure Equation Model ◽

Community Data

The customer’s participation is important to the survival of a brand community. By drawing on flow theory, this research identified the most important factors that motivate the customers’ participation intention than others in a social network-based brand community. Data were collected from the Sina micro-blog. This study adopted two different but complementary methods to analyse the conceptual model: Structure equation model (SEM) and fuzzy set qualitative analysis (fsQCA). Results support most of the research hypothesis. Specifically, the findings obtained from the fsQCA indicate that information quality and platform-interactivity are necessary conditions that encourage the customers’ participation in a brand community.

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Brand influence online: cross-platform social network analysis on the enablement of effective brand communities

10.32920/ryerson.14661831.v1 ◽

2021 ◽

Author(s):

Cameron Munro

Keyword(s):

Social Network ◽

Social Network Analysis ◽

Network Analysis ◽

Social Networking ◽

Methodological Approach ◽

Brand Community ◽

Brand Communities ◽

Online Brand Community ◽

Network Properties ◽

Cross Platform

This paper aims to provide a systematic methodological approach for online brand community assessment across multiple social networking platforms. Analysis of influential brands was conducted utilizing a social network analysis (SNA) perspective. Brand communities were scored based on network properties and content analysis. Background research provided a framework of recommended community enablement strategies to determine what type of content and approach is most conducive to brand community proliferation. Based on network analysis and on congruency of following academically suggested community enablement triggers and behavioural dimensions, it was determined that the most effective brand at enabling community across all platforms within the study was Yeti Coolers. Instagram was the focal platform providing engaging content to be shared across networks

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Leaders and Followers: An Exploration of the Notion of Scale-Free Networks Within a New Brand Community

Journal of Sport Management ◽

10.1123/jsm.27.4.271 ◽

2013 ◽

Vol 27 (4) ◽

pp. 271-287 ◽

Cited By ~ 39

Author(s):

Matthew Katz ◽

Bob Heere

Keyword(s):

Social Network ◽

Ethnographic Study ◽

Brand Community ◽

Group Setting ◽

Scale Free ◽

Leaders And Followers ◽

Scale Free Networks ◽

New Community ◽

College Team ◽

Insight Into

The authors explore the formation of a new brand community to increase our understanding of the development of particular social networks within this overall new community. An ethnographic study was conducted among four tailgating groups of a new college team during its inaugural season. The method was chosen to gain insight into how individual consumers interacted with each other and how these early interactions contributed to the development of a brand community. To examine these interactions, social network theory was used to examine the relationships between the individuals within a larger group setting. Adopting this theoretical approach allowed the authors to observe that newly created groups follow the principles of scale-free networks, where some consumers act as leaders and others as followers. The implications for both highly committed leaders and noncommittal followers within each social network are discussed.

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Can a fashion brand be social?: The role of benefits of brand community within social network sites

Journal of Global Fashion Marketing ◽

10.1080/20932685.2014.999011 ◽

2015 ◽

Vol 6 (2) ◽

pp. 75-86 ◽

Cited By ~ 10

Author(s):

Hyejune Park ◽

Youn-Kyung Kim

Keyword(s):

Social Network ◽

Social Network Sites ◽

Brand Community ◽

Fashion Brand

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The Concept of Sustainability on Social Media: A Social Listening Approach

Sustainability ◽

10.3390/su12052122 ◽

2020 ◽

Vol 12 (5) ◽

pp. 2122 ◽

Cited By ~ 6

Author(s):

María Teresa Ballestar ◽

Miguel Cuerdo-Mir ◽

María Teresa Freire-Rubio

Keyword(s):

Social Sciences ◽

Social Networks ◽

Social Network ◽

Network Analysis ◽

Language Processing ◽

Open Source Software ◽

Sustainable Management ◽

Social Phenomena ◽

The Social ◽

Social Listening

The concept of sustainability has gone far beyond the issues of the sustainable management of natural and environmental resources. Nowadays, sustainability is part of the social sciences in a different way. The aim of this research was dual. Firstly, we analyzed the different contexts and areas of knowledge where this concept is used in society by using social listening on Twitter, one of the most popular social networks today. The sentiments of these conversations were rated to assess whether the feelings and perceptions of these conversations on the social network were positive or negative regarding the use of the concept. Also, we tested if these perceptions about the topic were attuned to other more formal fields, such as scientific research, or strategies followed nationally or internationally by agencies and organizations related to sustainability. The method used on this first part of the research consisted of an analysis of 15,000 tweets collected from Twitter using natural language processing (NLP) for clustering the main areas of knowledge of topics where the concept of sustainability was used, and the sentiment of these conversations on the social network. Secondly, we mapped the social network of users who generated or spread content regarding sustainability on Twitter within the period of observation. Social network analysis (SNA) focuses on the taxonomy of the network and its dynamics and identifies the most relevant players in terms of generation of conversation and also their referrers who spread their messages worldwide. For this purpose, we used Gephi, an open source software used for network analysis and visualization, that allows for the exploration and visualization of large networks of any kind, in depth. The findings of this research are new, not only because of the mix of technology and methods used for extracting data from Twitter and analyzing them from different perspectives, but also because they show that social listening is a powerful method for analyzing relevant social phenomena. Listening on social networks can be used more effectively than other more traditional processes to gather data that are more costly and time consuming and lack the momentum and spontaneity of digital conversations.

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