DEVELOPING SOCIAL-MEDIA BASED CONSUMER BRAND RELATIONSHIPS: COMPARING GOODS AND SERVICE BRANDS

2016 ◽  
Author(s):  
Sony Kusumasondjaja
Keyword(s):  
Social Media ◽  
Brand Relationships ◽  
Service Brands

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheng Shen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Relevant Literature ◽  
Consumer Participation ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Consumer Interactions ◽  
The Relationship

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

Looking at you: celebrity direct eye gaze influences social media post effectiveness

2020 ◽  
Vol 54 (12) ◽  
pp. 3051-3076
Author(s):  
Jasmina Ilicic ◽  
Stacey M. Brennan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Behavioral Intentions ◽  
Eye Gaze ◽  
Brand Relationships ◽  
Verbal Cues ◽  
Content Type ◽  
Moderating Role ◽  
Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

Social media strategy for online service brands

2015 ◽  
Vol 35 (10) ◽  
pp. 521-536 ◽  
Author(s):  
Adam J. Mills ◽  
Kirk Plangger
Keyword(s):  
Social Media ◽  
Online Service ◽  
Service Brands ◽  
Social Media Strategy

scholarly journals Examining Consumer-Brand Relationships in the UK Energy Sector A Social Media Perspective

2018 ◽  
Author(s):  
Emmanuel Mogaji ◽  
Dandison Ukpabi ◽  
Sunday Olaleye
Keyword(s):  
Social Media ◽  
Energy Sector ◽  
Research Approach ◽  
Brand Trust ◽  
Brand Relationships ◽  
Brand Relationship ◽  
The Uk ◽  
Facebook Pages ◽  
Energy Companies ◽  
Big Six

With social media transforming how customers interact with brands, this study explores the consumer –brand relationship in UK energy sector which has a reputation for lack of trust by customers. Using user-generated contents on Facebook pages of the ‘big six’ UK energy companies, the study qualitatively operationalised and applied three consumer-brand relationships construct, exploring the interplay between the brands and the consumer. Findings revealed various indications of brand trust, satisfaction and affiliation but overall customers are not satisfied with their relationship with energy companies, they want to know there is a brand on their side, who takes an interest in their complaints and is willing to help them out. There were forms of engagement and a sense of attachment through brand icons and winning prizes through competition. The consumers found social media a more accessible, cheaper, faster means of communicating, they often offer compliments, complain or requests for assistance. The study extends understanding of energy brands and consumer relationships and advances knowledge on the emerging research approach of thematic analysis; by extracting and analysing consumer comments on social media.

scholarly journals Brand conversation: Linguistic practices on social media in the light of face-work theory

2020 ◽  
pp. 205157072097451
Author(s):  
Andria Andriuzzi ◽  
Géraldine Michel
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Management Practices ◽  
Brand Management ◽  
Consumer Perceptions ◽  
Community Management ◽  
Brand Relationships ◽  
Linguistic Practices ◽  
Consumer Interactions ◽  
Decision Making Tool

The rise of social media has resulted in brand–consumer interaction and more frequent conversations between consumers and brand representatives. To better understand how this ‘brand conversation’ occurs, our research employs face-work theory and explores ambivalent consumer perceptions towards brand linguistic practices. Specifically, our results show how ‘threatening’ messages (according to face-work theory) can be accepted by consumers, while ‘flattering’ messages can be rejected. These paradoxical situations can be explained by brand relationships and the commercial and symbolic brand status. By identifying the specific features of brand–consumer interactions in the light of face-work, we propose a decision-making tool for brand management and community management practices.

Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zalfa Laili Hamzah ◽  
Hazwani Abdul Wahab ◽  
Muhammad Waqas
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Perceptions ◽  
Brand Relationship ◽  
Relationship Outcomes ◽  
Behavioural Engagement

Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social media. Design/methodology/approach An online survey of 407 social media users was undertaken. Structural equation modelling was used to test all hypotheses. Findings The results indicated that consumers respond positively to interactive and/or novel posts. Furthermore, consumer engagement with brand posts positively influenced all customer-brand relationship facets including brand love and customer-brand identification. Originality/value This study contributes to closing the empirical gap in social media consumer engagement research by providing support for consumer perception of brand post’s characteristics as a significant factor triggering consumer engagement with the brand post. This study also provides evidence that consumer engagement with brand posts leads to customer-brand relationships.

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