The Influence of Social Media Content Characteristics on Brand Equity by Mediating Customer Engagement: Comparison between Korea and the US

2021 ◽  
Vol 50 (2) ◽  
pp. 283-312
Author(s):  
Jungwon Lee ◽  
Cheol Park
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Engagement ◽  
Media Content ◽  
The Us ◽  
Content Characteristics

scholarly journals Social media content and product co-creation: an emerging paradigm

2016 ◽  
Vol 29 (1) ◽  
pp. 7-18 ◽  
Author(s):  
Ashish K. Rathore ◽  
P. Vigneswara Ilavarasan ◽  
Yogesh K. Dwivedi
Keyword(s):  
Social Media ◽  
Product Development ◽  
Product Design ◽  
User Generated Content ◽  
Product Development Process ◽  
Customer Engagement ◽  
Media Content ◽  
Content Type ◽  
Social Media Platforms ◽  
Product Design Process

Purpose – The purpose of this paper is to conceptualise and discuss the possible insights that can be generated for product development by analysing the user-generated content available from various social media platforms. Design/methodology/approach – The paper reviews the role of user generated content in developing products and its features (e.g. appearance and shape). It delineates the directions in which the relationship between social media content and customer oriented concepts evolve while developing successful new products. Findings – The review and arguments presented in this paper suggest that the social media approach adds more value than the traditional approaches for obtaining insights about the products. Availability of users’ opinions and information about existing products provide insights for the improvement in the product design process. Co-creation and self-construal are important components that are based on customer engagement and customer behaviour, respectively, in the product design and development. Practical implications – As social media creates new ways of communication with users, businesses can include users into the product development process to improve and refine their products or for making the next generation of products. Originality/value – This paper suggests a new approach in getting useful insights about the products from user-generated contents. This way of using social media helps businesses to move forward from the traditional product development paradigms.

The soft side of branding: leveraging emotional intelligence

2018 ◽  
Vol 33 (1) ◽  
pp. 117-125 ◽  
Author(s):  
Jennifer Hutchins ◽  
Darlene Xiomara Rodriguez
Keyword(s):  
Social Media ◽  
Emotional Intelligence ◽  
Brand Equity ◽  
Online Communication ◽  
Media Content ◽  
Conceptual Approach ◽  
Content Type ◽  
Hard Skills ◽  
Analysis Methodology ◽  
Content Marketing

Purpose The purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity. Design/methodology/approach This study takes a conceptual approach, building on current literature to develop a model of functional and emotional paths to B2B brand equity. The study uses content analysis methodology to examine 11 “best in class” B2B companies recognized for their social media content marketing. The analysis reveals the level to which each company demonstrates the collective EI of the firm through content marketing. Findings EI is a learned skill that can be an essential behavioral asset. In addition to hard skills such as product development and process refinement, leveraging a firm’s soft skills and collective EI is also a viable route to increasing brand equity. Additionally, B2B companies that are considered the best at content marketing demonstrate EI through their online communication strategies. Research limitations/implications This research reveals another avenue through which B2B firms to increase brand equity, but there is a need to empirically validate the model and connections made in this paper. Practical implications Leveraging EI in B2B firms through content marketing is a source of or key driver of competitive advantage and increased brand equity. Originality/value By providing the history and importance of EI, and by connecting existing knowledge of B2B communications to concepts of improving brand equity, this study offers a unique, extended framework that urges further research to expand this field.

scholarly journals Characteristics of Social Media Content and Their Effects on Restaurant Patrons

2021 ◽  
Vol 13 (2) ◽  
pp. 907
Author(s):  
June-Hyuk Kwon ◽  
Sally Kim ◽  
Yong-Ki Lee ◽  
Kisang Ryu
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Media Content ◽  
Social Media Networks ◽  
Mediating Role ◽  
One Year ◽  
Content Characteristics

The purpose of this study is to examine four characteristics of social media content and their effects on restaurant patrons. The characteristics we examine in our study are authenticity, consensus, usefulness, and aesthetics. More specifically, the study investigates how content characteristics influence consumers’ cognition-based and affect-based attitudes toward the message, which, in turn, influence brand attitude and behavioral intentions. Data were collected from 376 respondents who had frequented restaurants on a regular basis and used social media networks for at least one year. Structural equation modeling with AMOS 22.0 was used to analyze the data. The most important content characteristic that influences both cognition-based attitude and affect-based attitude is usefulness. All three other content characteristics (authenticity, consensus, and aesthetics) are also found to have a significant impact on either cognition-based or affect-based attitudes. While both cognition-based and affect-based attitudes have a significant effect on brand attitude, the effect of affect-based attitude is fully mediated by brand attitude in influencing behavioral intentions. The mediating role of brand attitude is also examined.

scholarly journals Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

2018 ◽  
Vol 8 (3) ◽  
pp. 55 ◽  
Author(s):  
Anatoli Colicev ◽  
Ashwin Malshe ◽  
Koen Pauwels
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Retail Industry ◽  
Retail Sector ◽  
Important Indicator ◽  
Brand Engagement ◽  
The Us ◽  
Consumer Attention ◽  
Panel Vector Autoregression ◽  
Digital Channels

As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.

Antecedents of consumers’ engagement with brand-related content on social media

2019 ◽  
Vol 37 (4) ◽  
pp. 386-400 ◽  
Author(s):  
Aditya Shankar Mishra
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Brand Equity ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Media Content ◽  
Main Study ◽  
Content Type ◽  
Online Social Interaction

Purpose The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content. Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined. Design/methodology/approach Preliminary studies were conducted to identify brands for the main study. Data for the main study were collected using an online survey administered at the identified brands’ Facebook fan pages. Structural equation modeling was used to test the conceptual model. Findings The results found the uniform effect of the social media marketing efforts and individual’s online social interaction propensity on two levels of consumers’ social media engagement, but the effect on third level has been found only from the individual’s online social interaction propensity. Subsequent effects on brand equity and purchase intention were also found varying across the engagement levels. Research limitations/implications This study extends previous research by examining the effect of brand’s social media marketing efforts and online social interaction propensity on all the three levels of consumers’ engagement with brand-related content on social media. Also, this study enriches the existing literature by investigating the impact of these three levels of consumers’ engagement on brand’s equity and purchase intention. Originality/value Previous research has no evidence of evaluating the effectiveness of social media marketing efforts on the consumers’ engagement with brand-related social media content. Although the effect of general online social interaction propensity on effort and social engagement has been examined in previous research but the effect on consumption, contribution and creation brand-related social media content had not been measured. Additionally, the effect of consumption, contribution and creation on brand equity and purchase intention had not been evaluated.

scholarly journals Brand Equity through Customer Engagement in Social Media: A Critical Review

2016 ◽  
Vol 18 (08) ◽  
pp. 38-46 ◽  
Author(s):  
Abdullah Abdullah ◽  
Dr. Sadaf Siraj
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Critical Review ◽  
Customer Engagement

Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers

2020 ◽  
pp. 336-355
Author(s):  
Pawan Kumar ◽  
Gursimranjit Singh
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Customer Relationship ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Goods And Services ◽  
Marketing Social ◽  
Tools And Techniques ◽  
Positive Effect

This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.

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