scholarly journals EXPRESS: The Power of Brand Selfies

2021 ◽  
pp. 002224372110372
Author(s):  
Jochen Hartmann ◽  
Mark Heitmann ◽  
Christina Schamp ◽  
Oded Netzer
Keyword(s):  
Social Media ◽  
Relevant Information ◽  
Purchase Intentions ◽  
Language Models ◽  
Multimedia Content ◽  
Brand Engagement ◽  
Cast Doubt ◽  
Branded Product ◽  
Online Consumer ◽  
Self Reference

Smartphones have made sharing images of branded experiences nearly effortless. This research classifies social media brand imagery and studies user response. Aside from packshots (standalone product images), two types of brand-related selfie images appear online: consumer selfies (featuring brands and consumers' faces) and an emerging phenomenon we term brand selfies (invisible consumers holding a branded product). We use convolutional neural networks to identify these archetypes and train language models to infer social media response to more than a quarter million brand-image posts (185 brands on Twitter and Instagram). We find consumer-selfie images receive more sender engagement (i.e., likes and comments), whereas brand selfies result in more brand engagement, expressed by purchase intentions. These results cast doubt on whether conventional social media metrics are appropriate indicators of brand engagement. Results for display ads are consistent with this observation, with higher click-through rates for brand selfies than for consumer selfies. A controlled lab experiment suggests self-reference is driving the differential response to selfie images. Collectively, these results demonstrate how (interpretable) machine learning helps to extract marketing-relevant information from unstructured multimedia content and that selfie images are a matter of perspective in terms of actual brand engagement.

The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

2021 ◽  
Vol 2 (3) ◽  
pp. 163-171
Author(s):  
Feby Eka Vivi Setio Putri ◽  
Monika Tiarawati
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Purchasing Power ◽  
Online Purchase ◽  
Online Consumer ◽  
The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use  social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

scholarly journals How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements

2021 ◽  
Vol 2 (1) ◽  
pp. 44-55
Author(s):  
Muhammad Bilal ◽  
Zeng Jianqu ◽  
Junlan Ming
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Brand Engagement ◽  
Purchasing Intention ◽  
The Impact

This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

scholarly journals How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements

2020 ◽  
Vol 2 (1-2) ◽  
pp. 44-55
Author(s):  
Muhammad Bilal ◽  
Zeng Jianqu ◽  
Junlan Ming
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Brand Engagement ◽  
Purchasing Intention ◽  
The Impact

This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

scholarly journals Consumer engagement with retail firms through social media: an empirical study in Chile

2018 ◽  
Vol 46 (4) ◽  
pp. 364-385 ◽  
Author(s):  
Constanza Bianchi ◽  
Lynda Andrews
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Purchase Intentions ◽  
Reference Points ◽  
Equation Modeling ◽  
Causal Relationships ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
Facebook Pages

Purpose Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known about how consumers engage with retail brands through social media. The purpose of this paper is to address this gap and extend previous research by examining factors that influence consumers’ attitudes and intentions to engage with retail brands through Facebook, and ultimately purchase products and services. Design/methodology/approach This study draws on the theory of reasoned action and the technology acceptance model to develop a model of consumer-brand social media engagement and purchase intentions. Specifically, the model tests the influence of five antecedents of attitude on consumer intentions to engage with retail brands through the brands’ Facebook pages as well as intentions to make purchases through this social media. The hypotheses of the model are tested using structural equation modeling. Findings The findings provide an understanding of the main drivers of consumer-brand engagement that can lead to purchase intentions. Results show that consumers’ attitudes toward engaging with retail brands through Facebook are influenced by peer communication, compatibility and credibility, and that attitude has a strong influence on intentions toward this behavior. Furthermore, there is a strong relationship between intentions to engage and the likelihood of purchasing through a retail brand’s Facebook page. Research limitations/implications This study is cross-sectional and was conducted at a particular point in time. Thus, results are not purported to make any inferences to causal relationships. Further, the measures of intentions to engage are attitudinal and not objective measures. Future longitudinal studies may help avoid this limitation by testing causal relationships. Practical implications The study contributes to the important area of consumer engagement with retail brands through social media in ways that may lead to making purchases. Findings can provide retailers with reference points through which to engage their brands with consumers through their Facebook pages in ways that may lead to more direct returns on their investment in social media sites. Originality/value Retailers are noticing the power of social media sites as a platform for engaging with consumers and extending this relationship to purchases. However, scant research has addressed this topic. The proposed model and findings of this study can extend prior research.

Measuring Relevant Information in Health Social Network Conversations and Clinical Diagnosis Cases (Preprint)

2018 ◽  
Author(s):  
Albert Moreira ◽  
Raul Alonso-Calvo ◽  
Alberto Muñoz ◽  
Jose Crespo
Keyword(s):  
Social Media ◽  
Social Network ◽  
Relevant Information ◽  
Online Discussions ◽  
Biomedical Knowledge ◽  
Expert Opinions ◽  
Health Related ◽  
Health Social Network ◽  
Discussion System ◽  
Clinical Cases

BACKGROUND Internet and Social media is an enormous source of information. Health Social Networks and online collaborative environments enable users to create shared content that afterwards can be discussed. While social media discussions for health related matters constitute a potential source of knowledge, characterizing the relevance of participations from different users is a challenging task. OBJECTIVE The aim of this paper is to present a methodology designed for quantifying relevant information provided by different participants in clinical online discussions. METHODS A set of key indicators for different aspects of clinical conversations and specific clinical contributions within a discussion have been defined. These indicators make use of biomedical knowledge extraction based on standard terminologies and ontologies. These indicators allow measuring the relevance of information of each participant of the clinical conversation. RESULTS Proposed indicators have been applied to two discussions extracted from PatientsLikeMe, as well as to two real clinical cases from the Sanar collaborative discussion system. Results obtained from indicators in the tested cases have been compared with clinical expert opinions to check indicators validity. CONCLUSIONS The methodology has been successfully used for describing participant interactions in real clinical cases belonging to a collaborative clinical case discussion tool and from a conversation from a Health Social Network.

What makes the difference? Employee social media brand engagement

2019 ◽  
Vol 34 (7) ◽  
pp. 1459-1467 ◽  
Author(s):  
Sherese Y. Duncan ◽  
Raeesah Chohan ◽  
João José Ferreira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Emotions ◽  
Content Type ◽  
Word Use ◽  
Brand Engagement ◽  
Analytical Thinking ◽  
Industry Competition ◽  
The Difference ◽  
Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

More of the same? Effects of volume and variety of social media brand engagement behavior

2021 ◽  
Vol 135 ◽  
pp. 282-294
Author(s):  
Tobias Schaefers ◽  
Tomas Falk ◽  
Ashish Kumar ◽  
Julia Schamari
Keyword(s):  
Social Media ◽  
Brand Engagement ◽  
Engagement Behavior

scholarly journals Predicting Implicit User Preferences with Multimodal Feature Fusion for Similar User Recommendation in Social Media

2021 ◽  
Vol 11 (3) ◽  
pp. 1064
Author(s):  
Jenq-Haur Wang ◽  
Yen-Tsang Wu ◽  
Long Wang
Keyword(s):  
Social Media ◽  
Feature Fusion ◽  
Relevant Information ◽  
Image Features ◽  
User Preferences ◽  
User Preference ◽  
Late Fusion ◽  
Multimodal Features ◽  
Fusion Methods ◽  
Text Features

In social networks, users can easily share information and express their opinions. Given the huge amount of data posted by many users, it is difficult to search for relevant information. In addition to individual posts, it would be useful if we can recommend groups of people with similar interests. Past studies on user preference learning focused on single-modal features such as review contents or demographic information of users. However, such information is usually not easy to obtain in most social media without explicit user feedback. In this paper, we propose a multimodal feature fusion approach to implicit user preference prediction which combines text and image features from user posts for recommending similar users in social media. First, we use the convolutional neural network (CNN) and TextCNN models to extract image and text features, respectively. Then, these features are combined using early and late fusion methods as a representation of user preferences. Lastly, a list of users with the most similar preferences are recommended. The experimental results on real-world Instagram data show that the best performance can be achieved when we apply late fusion of individual classification results for images and texts, with the best average top-k accuracy of 0.491. This validates the effectiveness of utilizing deep learning methods for fusing multimodal features to represent social user preferences. Further investigation is needed to verify the performance in different types of social media.

scholarly journals Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

2019 ◽  
Vol 83 (5) ◽  
pp. 78-96 ◽  
Author(s):  
Christian Hughes ◽  
Vanitha Swaminathan ◽  
Gillian Brooks
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Empirical Investigation ◽  
Social Media Platform ◽  
Firm Strategies ◽  
Brand Engagement ◽  
Response Data ◽  
Source Expertise ◽  
Online Engagement ◽  
Media Platform

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

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