Brand accommodation to informal communications on social media: With the mediation of communication appropriateness and the moderation of product involvement

2022 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Hyun Ju Jeong ◽  
Jihye Kim
Keyword(s):  
Social Media ◽  
Product Involvement ◽  
Informal Communications

An Evaluation of the Effects of Social Media on Client

2017 ◽  
Vol 7 (2) ◽  
pp. 23-41 ◽  
Author(s):  
Kristina Krasimirova Dimitrova ◽  
Steve MacKay
Keyword(s):  
Social Media ◽  
Future Research ◽  
Personal Network ◽  
Agency Relationships ◽  
Work Relationship ◽  
High Level ◽  
The Relationship ◽  
Informal Communications ◽  
Positive Work

High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.

Brand Humour Advertisements on a Social Network Platform and Their Impact on Online Consumer Engagement

2021 ◽  
pp. 212-236
Author(s):  
Tooba Ali Akbar ◽  
Hatem El-Gohary
Keyword(s):  
Social Media ◽  
Social Network ◽  
Structural Equation ◽  
Future Research ◽  
Product Involvement ◽  
Consumer Engagement ◽  
Managerial Implications ◽  
Online Consumer ◽  
Network Platform ◽  
And Gender

Past studies on humour have predicted that the right humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour by brands on social media. Based on Speck's taxonomy of humour, this research aims to clarify whether online brand humour advertisements have an impact on consumer engagement on a visual social media platform like Instagram. This chapter analyses the influence of comic wit and satire on product involvement, brand familiarity and gender, and their impact on online consumer engagement on the social network platform. A survey was developed and distributed online and a total of 216 participants from Qatar voluntarily filled out the questionnaire. Data was then analysed using SPSS and structural equation modelling. Results provide evidence that both humour techniques have a significant impact on consumer engagement when product involvement is mediating their relationship. Managerial implications of the results and future research prospects are also discussed.

scholarly journals Understanding a consumer's path to purchase jeans in a social media context

2021 ◽  
Author(s):  
Shanghavy Karunakaran
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Product Involvement ◽  
Brand Engagement ◽  
Fashion Brand ◽  
Brand Involvement ◽  
Brand Information

Consumers are increasingly depending on online and social platforms to find product and brand information while fashion brands seek to further engage with consumers online. This study proposes a five-construct structural model to measure the influence of product involvement, fashion brand involvement, altruistic involvement, and online brand engagement on purchase intention in a social media context. Through partial least squares structural equation modeling (PLS-SEM), a sample of 799 shoppers in North America were empirically tested to validate the findings drawn from the model. From the six hypotheses presented, all were accepted; including three hypotheses which were an extension of previous research. The findings confirm a consumer’s journey is prevalent and future testing of the model in new applications will help to enhance and progress social media studies around involvement and engagement. Keywords: Social Media, Product Involvement, Fashion Brand Involvement, Altruistic Involvement, Online Brand Engagement, Purchase Intention, PLS-SEM

scholarly journals Understanding a consumer's path to purchase jeans in a social media context

2021 ◽  
Author(s):  
Shanghavy Karunakaran
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Product Involvement ◽  
Brand Engagement ◽  
Fashion Brand ◽  
Brand Involvement ◽  
Brand Information

Consumers are increasingly depending on online and social platforms to find product and brand information while fashion brands seek to further engage with consumers online. This study proposes a five-construct structural model to measure the influence of product involvement, fashion brand involvement, altruistic involvement, and online brand engagement on purchase intention in a social media context. Through partial least squares structural equation modeling (PLS-SEM), a sample of 799 shoppers in North America were empirically tested to validate the findings drawn from the model. From the six hypotheses presented, all were accepted; including three hypotheses which were an extension of previous research. The findings confirm a consumer’s journey is prevalent and future testing of the model in new applications will help to enhance and progress social media studies around involvement and engagement. Keywords: Social Media, Product Involvement, Fashion Brand Involvement, Altruistic Involvement, Online Brand Engagement, Purchase Intention, PLS-SEM

An Evaluation of the Effects of Social Media on Client

2021 ◽  
pp. 1419-1440
Author(s):  
Kristina Krasimirova Dimitrova ◽  
Steve MacKay
Keyword(s):  
Social Media ◽  
Future Research ◽  
Personal Network ◽  
Agency Relationships ◽  
Work Relationship ◽  
High Level ◽  
The Relationship ◽  
Informal Communications ◽  
Positive Work

High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.

Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building

2019 ◽  
Vol 28 (7) ◽  
pp. 773-786 ◽  
Author(s):  
Chen Lou ◽  
Quan Xie ◽  
Yang Feng ◽  
Wonkyung Kim
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intentions ◽  
Amazon Mechanical Turk ◽  
Brand Attitudes ◽  
Product Involvement ◽  
Content Type ◽  
Brand Building ◽  
Informative Content ◽  
Content Marketing

Purpose This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions. Design/methodology/approach This study uses a quantitative, Web-based, three-step randomized intervention design and recruits YouTube users through the Amazon Mechanical Turk (n = 925). Findings Post-intervention results (n = 596) show that consumers’ repeated exposure to branded content facilitates their social learning processes. Consumers derive value from the relevant content and subsequently form more favorable brand attitudes, greater brand loyalty and heightened purchase intentions. Brand loyalty mediates the effect of perceived brand content value on purchase intentions. Practical implications This study’s findings support the advantages of investing in the creation and dissemination of valuable brand content through a brand’s own social media channel(s). While informative content and entertaining content can both drive brand loyalty, high product-involvement brands are advised to emphasize on informative content to precipitate brand–consumer attachment. Low product-involvement brands, on the other hand, are advised to feature more enticing and captivating content to stimulate consumer devotion. Originality/value This study reveals the positive impact of branded content marketing within social media on consumers’ brand attitudes, brand loyalty and purchase intentions. It also explicates the mechanism through which content marketing influences brand evaluation and purchase intentions by coordinating consumer learning and value derivation.

scholarly journals Developing Brand Loyalty through Consumer Engagement with Brand Communities in Social Media

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Jee-Sun Park ◽  
◽  
Sejin Ha ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Three Dimensional ◽  
Three Dimensions ◽  
Survey Method ◽  
Product Involvement ◽  
Dimensional Model ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Brand Involvement

Despite the importance of consumer engagement in social media, the theoretical meaning and dimensionality remain unclear to date. This paper addressed this void by proposing consumer engagement as a multi-dimensional model consisting of cognitive, affective and behavioral dimensions and testing the model along with its antecedents (brand and product involvement) and consequence (brand loyalty) in the context of brand-hosted social media communities in South Korea. This study used a web-based survey method for data collection (N = 364). Results of SEM provided empirical evidence that supports consumer engagement as a three-dimensional construct. Further, both brand involvement and product involvement were found to positively influence all three dimensions of consumer engagement which further contribute to brand loyalty. This study contributes to the social media marketing literature by validating the three-dimensional model of consumer engagement within brand social media communities. Additionally, the results guide marketers to take consumer differences in product and brand involvement into account in facilitating consumer engagement with brand communities on social media.

Where Social Media Meets AAC

ASHA Leader ◽  
2015 ◽  
Vol 20 (7) ◽  
Author(s):  
Vicki Clarke
Keyword(s):  
Social Media
Sign in / Sign up

Export Citation Format

Share Document