scholarly journals BRAND EXPERIENCE EFFECTS ON CONSUMER SOCIAL MEDIA MARKETING PERCEPTIONS AND BRAND VALUE

2014 ◽  
Vol 2 (8) ◽  
pp. 37-37 ◽  
Author(s):  
Tugba ORTEN TUGRUL
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Value ◽  
Brand Experience ◽  
Experience Effects

Driving consumer–brand engagement and co-creation by brand interactivity

2020 ◽  
Vol 38 (4) ◽  
pp. 523-541 ◽  
Author(s):  
Man Lai Cheung ◽  
Guilherme D. Pires ◽  
Philip J. Rosenberger ◽  
Mauro Jose De Oliveira
Keyword(s):  
Social Media ◽  
Information Transfer ◽  
Longitudinal Design ◽  
Social Media Marketing ◽  
Brand Value ◽  
Content Type ◽  
Brand Engagement ◽  
Cognitive Information ◽  
Social Media Platforms ◽  
The Impact

PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/methodology/approachThe theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).FindingsEntertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.Research limitations/implicationsThe research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.Practical implicationsMarketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.Originality/valueExamination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

Does Successful Social Media Marketing Affect Brand Value?

2015 ◽  
Vol 13 (1) ◽  
pp. 15-26 ◽  
Author(s):  
Stefan Koch ◽  
Asli Dikmen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Value ◽  
Multiple Channels ◽  
Global Level ◽  
Brand Engagement ◽  
Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook

2018 ◽  
Vol 22 (3) ◽  
pp. 264-275 ◽  
Author(s):  
Faseeh Amin Beig ◽  
Mohammad Furqan Khan
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Structural Equation ◽  
Virtual Communities ◽  
Social Media Marketing ◽  
Measurement Scale ◽  
Brand Experience ◽  
Four Dimensions ◽  
Content Sharing ◽  
The Impact

Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. However, there are insignificant number of studies that have investigated the influence of SMM on brand experience. In this study, content sharing and interaction have been identified as two important marketing activities carried out by organizations in virtual communities. Therefore, the main objective of this study is to investigate the impact of content sharing and interaction on four dimensions of brand experience (sensory, affective, behavioural and intellectual). A mall-intercept survey was used to collect the data and 300 respondents were targeted, which resulted in 205 complete responses. Exploratory factor analysis (EFA) was run on independent and dependent variables, which was followed by confirmatory factor analysis (CFA) to validate the scale. The measurement scale was found to be reliable as well as valid. To test the hypothesis, structural equation modelling (SEM) was used and eight hypotheses were tested. The results showed that the content sharing and interaction have a positive significant impact on sensory, affective, behavioural and intellectual experiences.

scholarly journals The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia

2021 ◽  
Vol 17 (1) ◽  
pp. 117
Author(s):  
Khald S. Alatawy
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Online Survey ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Value ◽  
Purchase Decisions ◽  
Fashion Industry ◽  
Media Technology ◽  
Consumer Interactions

Globalization and rapid advancements in communication technologies have changed the way people throughout the world communicate with one another. Social media has grown in popularity as a technology that allows companies and consumers to communicate without being physically present. As a result, businesses in a variety of industries have turned to social media marketing (SMM) to boost consumer interactions, brand value and recognition, word of mouth, and sales. However, some socioeconomic and cultural characteristics in a given location have an impact on the usage of SMM. The growth of social media technology has resulted in a surge in social media users in Saudi Arabia, providing the opportunity for fashion businesses to leverage SMM to make great strides in this region. As a result, the current research project seeks to investigate how SMM (SMM) might influence customer purchase decisions in the Saudi Arabian fashion sector. In this respect, a self-administered online survey with a sample size of 106 participants was performed in the Kingdom of Saudi Arabia. According to the study’s findings, there has been an increase in the usage of social media, and clients now prefer to shop online. Fashion businesses have a lot of potential to employ SMM to boost their brand value, awareness, identity, and word of mouth.

scholarly journals How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction

2020 ◽  
Vol 13 (1) ◽  
pp. 82-96
Author(s):  
Anatoli Colicev ◽  
Pete O’Connor
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
User Generated Content ◽  
Social Media Marketing ◽  
Brand Value ◽  
Social Media Data ◽  
Mediating Role ◽  
Social Media Platforms ◽  
Media Data

The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and collect a unique dataset that combines social media data from Facebook, Twitter, and YouTube with customer satisfaction, brand value, and advertising expenses. We find that user-generated content has a stronger effect on customer satisfaction than marketer-generated content. We also find that YouTube is the most effective platform for user generated content. Interestingly, we find that the effects of marketer-generated content depend on the brand’s corporate reputation. In other words, more reputable brands can leverage their marketer-generated content more effectively.

scholarly journals PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

2018 ◽  
Vol 15 (2) ◽  
Author(s):  
Archie Edrick Hermanus
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mediation Effect ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Value ◽  
Value Consciousness ◽  
The Impact ◽  
The Relationship

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

Does Successful Social Media Marketing Affect Brand Value?

2018 ◽  
pp. 412-424
Author(s):  
Stefan Koch ◽  
Asli Dikmen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Value ◽  
Multiple Channels ◽  
Global Level ◽  
Brand Engagement ◽  
Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

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