Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

2021 ◽  
Author(s):  
Vikas Arya ◽  
Justin Paul ◽  
Deepa Sethi
Keyword(s):  
Social Networking ◽  
Brand Equity ◽  
Social Networking Sites ◽  
Brand Communication

Engaging Consumers via Twitter

2015 ◽  
pp. 91-109
Author(s):  
Veronica Ravaglia ◽  
Eleonora Brivio ◽  
Guendalina Graffigna
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Methodological Approach ◽  
Structural Features ◽  
Shared Values ◽  
Behavioral Factors ◽  
Brand Communication ◽  
Shared Reality ◽  
Brand Engagement ◽  
Interactive Nature

The interactive nature of social networking sites contributes to reinforce engagement between consumers and brands in terms of co-creation of shared values. According to Hollebeek (2011), consumer-brand engagement (CBE) implies cognitive, emotional, behavioral factors, which connect a brand with its followers. This chapter will show three successful Twitter strategies from three different brands, using a methodological approach focusing on the relational conditions that turn a brand into an engaging player on Twitter. Interviews with brand communication managers and followers were conducted. Moreover, initiatives were explored through the stream of tweets produced around the brands; pragmatic, semantic, syntactic and structural features of tweets were considered. Results show that, while the three initiatives considered here lean on a cognitive-based CBE, a full engagement in the/a brand's world is needed to build a long-lasting and successful relationship between brand and consumer, in order to co-construct a future shared reality.

Modeling Customer Equity: The Roles of Social Networking Sites, Trust, and Brand Equity

2014 ◽  
pp. 798-801
Author(s):  
Chawanuan Kananukul ◽  
Sojin Jung ◽  
Kittichai Watchravesringkan
Keyword(s):  
Social Networking ◽  
Brand Equity ◽  
Social Networking Sites ◽  
Customer Equity

Engaging Consumers via Twitter

2017 ◽  
pp. 1264-1282
Author(s):  
Veronica Ravaglia ◽  
Eleonora Brivio ◽  
Guendalina Graffigna
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Methodological Approach ◽  
Structural Features ◽  
Shared Values ◽  
Behavioral Factors ◽  
Brand Communication ◽  
Shared Reality ◽  
Brand Engagement ◽  
Interactive Nature

The interactive nature of social networking sites contributes to reinforce engagement between consumers and brands in terms of co-creation of shared values. According to Hollebeek (2011), consumer-brand engagement (CBE) implies cognitive, emotional, behavioral factors, which connect a brand with its followers. This chapter will show three successful Twitter strategies from three different brands, using a methodological approach focusing on the relational conditions that turn a brand into an engaging player on Twitter. Interviews with brand communication managers and followers were conducted. Moreover, initiatives were explored through the stream of tweets produced around the brands; pragmatic, semantic, syntactic and structural features of tweets were considered. Results show that, while the three initiatives considered here lean on a cognitive-based CBE, a full engagement in the/a brand's world is needed to build a long-lasting and successful relationship between brand and consumer, in order to co-construct a future shared reality.

Online social networking sites in counseling

2009 ◽  
Author(s):  
Kathryn Stamoulis
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Online Social Networking

Effects of Priming Danger on Information Disclosure on Social Networking Sites

2008 ◽  
Author(s):  
Andie F. Lueck ◽  
Mayia Corcoran ◽  
Maureen Casey ◽  
Sarah Wood ◽  
Ross Auna
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Information Disclosure

Social networking sites and men’s drive for muscularity: Testing a revised objectification model.

2021 ◽  
Vol 22 (1) ◽  
pp. 189-200
Author(s):  
Veya Seekis ◽  
Graham L. Bradley ◽  
Amanda L. Duffy
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Drive For Muscularity
Sign in / Sign up

Export Citation Format

Share Document