SOCIAL VS. FUNCTIONAL LUXURY VALUE: THE IMPACT OF SOCIAL MEDIA INTERACTION ON CONSUMERS’ LUXURY VALUE PERCEPTION AND PRODUCT CHOICE

2019 ◽  
Vol 2019 ◽  
pp. 594-599
Author(s):  
Jungsun Cho ◽  
◽  
Bruno Godey ◽  
Junghyun Kim
Keyword(s):  
Social Media ◽  
Product Choice ◽  
Value Perception ◽  
Media Interaction ◽  
The Impact

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.

Can Social Media Interaction and Message Features Influence Nonprofessional Investors' Perceptions of Firms?

2018 ◽  
Vol 33 (2) ◽  
pp. 77-98 ◽  
Author(s):  
Peter C. Kipp ◽  
Yibo (James) Zhang ◽  
Amanuel F. Tadesse
Keyword(s):  
Social Media ◽  
Firm Value ◽  
Joint Effect ◽  
Data Availability ◽  
Nonprofessional Investors ◽  
Media Messages ◽  
Social Media Platforms ◽  
Media Interaction ◽  
Media Message ◽  
The Impact

ABSTRACT We investigate the impact of social media messages on nonprofessional investors' assessments of management credibility and firm value. In a between-participants experiment, we examine the joint effect of social media message vividness, valence, and micro-blogger influence on nonprofessional investors' assessments of management credibility and firm value. We find that when social media messages are pallid and negative (positive), high micro-blogger influence decreases (increases) nonprofessional investors' assessments of management credibility. In contrast, the effect is absent when messages are vivid. Further, we find that the effect of micro-blogger influence on nonprofessional investors' assessments of blogger credibility and management credibility is mediated by social media interactions. The assessment of management credibility, in turn, significantly impacts nonprofessional investors' firm valuation assessment. The results have implications for regulators (SEC 2013) that may wish to update their guidance to managers on how to monitor or even control nonprofessional investors' interaction on social media platforms. Data Availability: Contact the authors.

scholarly journals Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case

2019 ◽  
Vol 5 (2) ◽  
pp. 47
Author(s):  
Maria Eka Kurniawati
Keyword(s):  
Social Media ◽  
Social Life ◽  
Communication Strategy ◽  
Celebrity Endorsement ◽  
Value Perception ◽  
Celebrity Endorser ◽  
Multiple Product ◽  
The Impact ◽  
Product Endorsements ◽  
Emotional Level

Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a transfer process of value perception of the endorser to the product and then from product to consumer. The promotion in Instagram happens in simple manner when the celebrities share post in their Instagram feed. Previous study by Tripp (1994) found that multiple product endorsements by celebrities negatively influence consumer perceptions of the endorser and the product. However, in present day, many endorsement activities come from one celebrity endorser with different kind of products posted every day. Multiple product endorsements is imminent and unavoidable otherwise company may need to compensate the celebrity with a huge amount of endorser fee to make one celebrity exclusive only for their product, yet the impact for exclusive endorser has not been proven. This study focuses on Multiple Product Endorsements by Celebrities that happen in Instagram, researcher choose Nikita Willy, Joanna Alexandra and Karin Novilda as the celebrity endorsers. Qualitative approach has been used to explore and generate understanding on consumers’ perspective toward multiple product endorsements by celebrity. Literature review revealed there were lack of study on multiple product endorsements in Instagram. Hence, interviews were done among 10 respondents of active Instagram user during May 2018 to June 2018. It was found most of respondents favor multiple product endorsements as long as the products endorsed match with the endorser image, the type of contents shared by the endorser has impact on the product endorsed and multiple product endorsements by celebrities can benefit other products promote by the endorser. In general, it can be concluded that multiple product endorsements in Instagram is acceptable and may become part of the marketing communication strategy. Keywords: multiple product endorsement, celebrity endorsement

Re-examining a model for measuring Facebook interaction and relationship quality

2019 ◽  
Vol 9 (3) ◽  
pp. 255-272 ◽  
Author(s):  
Rebecca M. Achen
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Amazon Mechanical Turk ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Marketing Effectiveness ◽  
Media Interaction ◽  
The Impact

Purpose Research in sport has examined the use of social media by organizations and athletes, but little research has assessed the effectiveness of social media marketing, especially in terms of relationship-building. When relationship marketing is used as a framework for using social media, it should also be used to guide assessment. The purpose of this paper is to re-examine a model for measuring the impact of fans’ Facebook interactions with their favorite sport team on relationship quality, purchase intentions and referral intentions. Design/methodology/approach After conducting a survey of professional sport fans through Amazon Mechanical Turk, data were analyzed using structural equation modeling. The total sample size was 425. Findings Results indicated the more a fan interacts with their favorite team on Facebook, the higher their relationship quality and intentions to purchase. There was no significant effect on referral intentions. Additionally, the indirect effect of Facebook interaction on purchase intention as mediated by relationship quality was positive and significant. Research limitations/implications Based on results, it appears that relationship marketing can be used as a framework for assessing social media marketing effectiveness in sport, and that as suggested by relationship marketing theory, social media interaction does improve relationships between fans and teams. Researchers should continue to explore this model and include other variables, such as team identification, to gain a thorough understanding of social media marketing effectiveness. Practical implications Sport marketers should focus strategy on Facebook on building relationships through content that encourages interactions between the team and fans. Originality/value While research in sport has suggested social media be used to build relationships, little research measuring whether it actually does so exists. This study extends social media research in sport by modeling and testing the relationships between social media interaction, relationship quality and consumer behavioral intentions.

The Impact of Social Media on Work

2012 ◽  
Author(s):  
Richard N. Landers ◽  
Gordon B. Schmidt ◽  
Jeffrey M. Stanton
Keyword(s):  
Social Media ◽  
The Impact

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

Influence of social networks on business processes’ development

2020 ◽  
Vol 19 (12) ◽  
pp. 2225-2252
Author(s):  
E.V. Popov ◽  
V.L. Simonova ◽  
O.V. Komarova ◽  
S.S. Kaigorodova
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Business Models ◽  
Business Processes ◽  
Digital Economy ◽  
Theoretical Understanding ◽  
Sales Channels ◽  
A Value ◽  
The Impact

Subject. The emergence of new ways of interaction between sellers and buyers, the formation of new sales channels and product promotion based on the use of digital economy tools is at the heart of improving the business processes. Social networks became a tool for development; their rapid growth necessitates theoretical understanding and identification of potential application in enterprise's business process digitalization. Objectives. We explore the role of social media in the digitalization of business processes, systematize the impact of social networks on business processes of enterprises in the digital economy. Methods. The theoretical and methodological analysis of social networks as a tool for digitalization of company's business processes rests on the content analysis of domestic and foreign scientific studies, comparison, generalization and systematization. Results. We highlight the key effects of the impact of social networks on the business processes of the company; show that the digitalization of business processes should be considered in the context of a value-based approach, aimed at creating a value through the algorithmization of company operations. We determine that social networks are one of the most important tools for digitalization of company's business processes, as they have a high organizational and management potential. We also systematize the effects of social media on company's business processes. Conclusions. We present theoretical provisions of the impact of social networks on business processes of enterprises, which will enable to model and organize ideas about the development of digital ecosystems and the formation of business models.

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