scholarly journals Online Engagement Factors on Instagram Local Fashion Brand Accounts

2020 ◽  
Author(s):  
Rima Raidah Rachmah ◽  
Lidia Mayangsari
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Substantial Influence ◽  
Online Questionnaire ◽  
Content Type ◽  
Fashion Brand ◽  
Online Engagement ◽  
Marketing Tool ◽  
Engagement Factors

Instagram is one of the most popular social media among young people. Indeed, Instagram not only used as social media but also a marketing tool for local fashion brands. There are various phenomena of Instagram marketing, yet there is still a lack of explanation of why the phenomena happened. Therefore, to propose an active social media marketing in Instagram for local fashion brands, identification of consumer engagement in social media is necessary. The objective of this research is to identify the forms of communication in which consumers most enthusiastically interact with local fashion brands on Instagram and explore the correlation between Instagram contents of fashion brands with the engagement of the consumers. The researcher surveyed through an online questionnaire as a tool to collect the data with Instagram active users as the requirement for respondents. The researcher found out that the content type of post characteristics influences boosting customer engagement. In this research, the content type classified into entertainment, informative, and remuneration posts. Each content type has different results in controlling customer engagement. Among the three classifications of content types, entertainment content type has the most substantial influence on customer engagement. Therefore, local fashion brands are recommended to utilize their marketing strategy by creating more entertainment content type, among other types on Instagram. Keywords: Instagram, social media marketing, content type, customer engagement.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users

2019 ◽  
Vol 44 (2) ◽  
pp. 252-277 ◽  
Author(s):  
Bomin Kim ◽  
Michelle (Myongjee) Yoo ◽  
Wan Yang
Keyword(s):  
Social Media ◽  
Information Quality ◽  
Communication Technologies ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Competitive Advantages ◽  
System Quality ◽  
Online Engagement ◽  
Positive Attitudes ◽  
Through Flow

The increased usage of digital communication technologies has transformed online engagement into a key aspect of the modern customer experience in the hospitality industry. The flow theory is especially important for understanding customer engagement in the online environment. The purpose of this study is to examine the antecedents of flow and to investigate its influence on the positive attitudes and continuance intentions among the users of social media. The study’s results show that challenge, information quality, and system quality all play significant roles in flow; and flow leads to positive attitudes and continuance intentions, which indicates the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on the flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights how to gain competitive advantages by strategically managing customer engagement with social media marketing through flow.

Tweet so good that they can't ignore you! Suggesting posting strategies to micro-celebrities for online engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahid Iqbal Khan ◽  
Bilal Ahmad
Keyword(s):  
Social Media ◽  
Secondary Data ◽  
Target Population ◽  
Content Type ◽  
Mean Values ◽  
Social Media Networks ◽  
Online Engagement ◽  
Day Of The Week ◽  
Engagement Factors ◽  
The Impact

PurposeThe purpose of this study is to investigate the impact of post content, post media and post scheduling strategies on online engagement on Twitter in context of micro celebrities in Pakistan.Design/methodology/approachFor this research, micro celebrities of Pakistan have been defined as the target population. Secondary data consisting of 464 tweets from walls of six micro celebrities belonging to both genders and diverse set of socio-political fields was collected. Tweedie estimation analysis was run to accept or reject the hypotheses. Mean values with standard deviations were utilized to analyze the different engagement patterns of dichotomous variables (content type, content language, mentions, hashtags, text, images, links, videos, hour of the day and day of the week) on online engagement.FindingsContent type, content language, content length, hashtags, mentions, images, links, videos, hour of the day and day of the week have been found to have a significant relationship with online engagement on Twitter.Research limitations/implicationsFirst, the study has been conducted in context of micro celebrities on Twitter. It did not include influencers on other social media networks. Second, study considered only quantitative aspects of engagement based on secondary data ignoring qualitative aspects of phenomenon due to time and methodology constraints. Third, study did not include link clicks as a measure of engagement as clicks data is not publicly available on the posts.Practical implicationsThe study contributes significantly to find out valuable “micro celebrity” strategies in Pakistan. The study suggests micro celebrities to tweet soft content in Urdu language along with relevant hashtags and mentions to get higher engagement on their tweets. Further, tweets should contain maximum number of characters. Micro celebrities should not insert images, links and videos in their tweets as these media types result in lower engagement on Twitter. Micro celebrities should tweet at low hours and weekends.Social implicationsAs this study focuses on investigation of better engagement practices for micro celebrities, it will help general public to express themselves more effectively through social media.Originality/valueFirst, this is the first study that investigates the online engagement model for micro celebrities. Second, the online engagement model designed in this study has yet not been investigated to best of our knowledge. The theoretical model combines multiple engagement factors discussed in previous studies conducted on Facebook, YouTube, Instagram and Twitter.

Antecedents of social media B2B use in industrial marketing context: customers’ view

2015 ◽  
Vol 30 (6) ◽  
pp. 711-722 ◽  
Author(s):  
Hanna Keinänen ◽  
Olli Kuivalainen
Keyword(s):  
Social Media ◽  
Corporate Culture ◽  
Media Use ◽  
Social Media Marketing ◽  
Path Modeling ◽  
Sampling Frame ◽  
Online Questionnaire ◽  
Social Media Use ◽  
Content Type ◽  
Industrial Marketing

Purpose – The purpose of this study is to clarify business-to-business (B2B) customers’ behavior regarding their social media use for B2B purposes and the antecedents of this behavior in the industrial marketing setting. It explores the influence of corporate culture, colleagues’ support and personal and psychological factors on customer behavior toward social media business use. Design/methodology/approach – The authors conducted an online questionnaire survey among key customer accounts of an information technology service company (N = 82). Partial least squares (PLS) path modeling was utilized to analyze the relationship between the dependent variable (social media business use) and the independent variables. Findings – Results show that private social media usage has the most significant relationship with the social media business use. Colleagues at work are also supporting B2B social media use and personal characteristics are also of importance. Surprisingly, perception of usability of social media for B2B use did not explain social media business use within our sample. Research limitations/implications – The chosen methodology, sampling frame and sample size may limit generalizability. Therefore, researchers are encouraged to test the proposed hypothesis in other settings, particularly as the diffusion of B2B social media increases. Practical implications – The paper provides insights into how marketing managers can make an impact with their social media marketing. For example, when planning social media activities, companies need to consider which social media services could serve their marketing and communication targets and would reach the customers. Originality/value – Studies related to social media in B2B, especially from a customer’s perspective, are still limited, and the authors do not know how customer firms value industrial marketing activities in social media. This novel paper provides insights into managers’ reasons for using social media and gives guidelines for B2B marketers on how to conduct social media marketing in the future.

Utilization and effectiveness of social media message strategy: how B2B brands differ from B2C brands

2020 ◽  
Vol 35 (4) ◽  
pp. 721-740
Author(s):  
Jing Zhang ◽  
Mingfei Du
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
Five Dimensions ◽  
Message Strategy ◽  
Customer Perceived Value ◽  
Media Message ◽  
Message Strategies

Purpose This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy. Design/methodology/approach Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies. Findings B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings. Originality/value The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.

Social media brand building strategies in B2B companies

2016 ◽  
Vol 34 (6) ◽  
pp. 754-776 ◽  
Author(s):  
Timothy Cawsey ◽  
Jennifer Rowley
Keyword(s):  
Social Media ◽  
Knowledge Base ◽  
Brand Management ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Structured Interviews ◽  
Content Type ◽  
Brand Building ◽  
The Usa ◽  
Social Media Strategy

Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media programmes in France, Ireland, the UK and the USA. Findings The study found that the level of enagement with social media marketing varied, as summarised in the B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer engagement were the most common social media objectives. There was no evidence to suggest that companies saw social media as heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts. The B2B social media strategy framework is proposed; this identifies the following six components of a social media strategy: monitoring and listening, empowering and enagaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels, and enhacning brand presence through integrating social media. Originality/value The research contributes to the knowledge base associated with social media marketing by offering insights into and a framework summarising B2B social media strategy.

Insights on the adoption of social media marketing in B2B services

2018 ◽  
Vol 30 (5) ◽  
pp. 490-529 ◽  
Author(s):  
Nicoletta Buratti ◽  
Francesco Parola ◽  
Giovanni Satta
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Ad Hoc ◽  
Low Cost ◽  
Service Industries ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Digital Networks ◽  
Content Type ◽  
Communication Activity

Purpose The purpose of this paper is to review extant literature on social media marketing (SMM) in B2B service markets, by scrutinizing and categorizing potential benefits for firms. The study, in particular, empirically investigates the adoption of social media (SM) tools by firms operating in two conservative B2B service industries. Design/methodology/approach A systematic literature review is carried out driving to a deeper understanding of the current state of knowledge on SM in B2B services. Leading peer-review international journals are scrutinized performing ad-hoc queries on the Scopus database using pre-defined keywords. Moreover, a quantitative research is conducted on 60 firms, i.e. tanker shipping companies and ocean carriers, providing empirical insights on their SM activity on three SM platforms, i.e., Facebook, Twitter, and LinkedIn. Findings The outcomes from sample firms shed lights on the adoption rate of the most diffused SM tools, the size of the digital networks of stakeholders (number of followers), the intensity of the communication activity (number of posts, shares, photos, videos), and the level of customer engagement (number of likes and shares). Practical implications Research findings suggest to managers that SMM might be an easy-accessible and low-cost option for keeping the pace of sectorial transformations and creating a competitive advantage even in conservative sectors. Originality/value The paper, by investigating B2B service sectors, addresses an interesting gap in SMM literature as prior studies mostly focused on B2C industries and manufacturing contexts.

The role of parasocial relationship in social media marketing: testing a model among baby boomers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yunying Zhong ◽  
Valeriya Shapoval ◽  
James Busser
Keyword(s):  
Social Media ◽  
Baby Boomers ◽  
Brand Loyalty ◽  
Relationship Building ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Related Factors ◽  
Parasocial Relationships ◽  
Content Type ◽  
Parasocial Relationship

Purpose This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group. Design/methodology/approach A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group. Findings The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty. Research limitations/implications This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods. Practical implications This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers. Originality/value According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.

The social media transformation process: curating content into strategy

2015 ◽  
Vol 20 (3) ◽  
pp. 326-343 ◽  
Author(s):  
Mark Kilgour ◽  
Sheila L. Sasser ◽  
Roy Larke
Keyword(s):  
Social Media ◽  
Transformation Process ◽  
Target Audience ◽  
Consumer Information ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
Content Marketing ◽  
Media Transformation

Purpose – Social media is an engaging area of research that is rapidly evolving. The purpose of this paper is to focus on how corporations should effectively utilize this new media as a marketing channel. The key to any successful communication strategy is matching the message to the target audience and achieving customer engagement. Two important target audience variables were identified as crucial when determining an organization’s social media communications strategy: the level of brand relationship, and the level of category involvement. Design/methodology/approach – Depth interviews were initially employed, followed by questionnaires, and then computer assisted content analysis was performed on 723 online media articles relating to social media marketing to identify semantic and conceptual relationships. Findings – Research from both a customer and corporate perspective led to insights into how organizations can develop their social media strategies in order to transform their brand message from being perceived as a commercial source of information to a social source – the social media transformation process. Research limitations/implications – This research suggests a finer level of segmentation of social media users that will lead to content strategies adapted to fit the current levels of brand and category involvement. This could be used by organization to develop a model of best practice to achieve their social media objectives. Practical implications – It is crucial for organizations to understand how different groups of users influence, receive, curate, and interact via social media. The greater the depth of this knowledge, the greater the effectiveness of content marketing strategies developed by the corporation. Organizations that utilize social media marketing must carefully analyse the large amount of consumer information available to them, listen to consumer conversations, and determine the needs and segments that will be most receptive to different approaches. They must also accept that in a social media environment user generated content and interactive communication processes should be at the heart of successful strategy. Originality/value – To date, there has been limited analysis of how relationship and involvement factors drive social media content (Cho et al., 2014; Malthouse et al., 2013). More research is needed to understand how key user characteristics lead to content that fully utilizes the social interaction and message diffusion potential of this media. This paper introduces a hierarchy of content marketing based upon the type of relationship between the user and the organization, as well as their level of product category involvement.

scholarly journals Pengaruh Social Media Marketing terhadap Customer Engagement dengan Loyalitas Merek dan Kepercayaan sebagai Variabel Mediasi

2021 ◽  
Vol 9 (3) ◽  
pp. 1124-1137
Author(s):  
Rachmadhaniyati Rachmadhaniyati ◽  
Sanaji Sanaji
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Technological Development ◽  
Rapid Development ◽  
Sampling Technique ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Online Questionnaire

The rapid development of technology has an impact that can be seen from changes in people's lifestyles. Some marketers take advantage of this technological development by marketing their products through social media. For this reason, marketers must also be able to adjust marketing channels through social media so that users can access them easily. Marketing tools through social media are the marketplace, Facebook, Twitter, Instagram, and others. This study aims to determine the effect of social media marketing on customer engagement with brand loyalty and trust as mediating variables on online shop actors. This study uses 200 samples collected through an online questionnaire with a purposive sampling technique with criteria of at least 16 years of age, active social media users, and having shopped online. We used the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media marketing affects customer engagement. This study also proves that brand loyalty and trust have a significant relationship with social media marketing. However, it was found that trust did not affect customer engagement. That is, trust is not able to strengthen the influence of social media marketing on customer engagement.

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