scholarly journals Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:

2021 ◽  
Vol 8 (1) ◽  
pp. 21-24
Author(s):  
Kashif Farhat ◽  
Wajeeha Aslam ◽  
Sany Sanuri
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Customer Engagement ◽  
Expected Returns ◽  
Brand Communities ◽  
Engagement Behavior

Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.

Marketing Analytics for Customer Engagement

2020 ◽  
Vol 11 (2) ◽  
pp. 41-55 ◽  
Author(s):  
Samala Nagaraj
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Present Article ◽  
Service Industries ◽  
Customer Engagement ◽  
Brand Communities ◽  
Marketing Analytics ◽  
The Future

Customer engagement is the buzz word in marketing discipline today. Engaging customers has never been as effective before the emergence of marketing analytics and its application. Marketing analytics coupled with social media and brand communities has given rise to improved innovative ways to engage customers across various service industries. The integration of marketing analytics with artificial intelligence (AI) has enhanced marketers understanding of customer engagement. The present article is a viewpoint on the various applications of marketing analytics for customer engagement. The present article focuses on the evolution of marketing analytics, its various models and application in various forms of customer engagement. The article highlights the future applications of analytics and concludes with the importance of marketing analytics for marketers in increasing customer engagement.

Examining the mediating role of social interactivity between customer engagement and brand loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ding Hooi Ting ◽  
Amir Zaib Abbasi ◽  
Sohel Ahmed
Keyword(s):  
Brand Loyalty ◽  
Market Competition ◽  
Decision Makers ◽  
Customer Engagement ◽  
Consumer Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Engagement Behavior ◽  
Social Interactivity

PurposeThis study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.Design/methodology/approachA correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.FindingsEmpirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.Research limitations/implicationsThe findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.Practical implicationsDecision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.Social implicationsThe results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.Originality/valueThe participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.

scholarly journals The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

2012 ◽  
Vol 28 (5) ◽  
pp. 1755-1767 ◽  
Author(s):  
Michel Laroche ◽  
Mohammad Reza Habibi ◽  
Marie-Odile Richard ◽  
Ramesh Sankaranarayanan
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Communities

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2017 ◽  
Vol 13 (1) ◽  
pp. 25-43 ◽  
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2017 ◽  
pp. 1283-1304
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

Social Media Brand Communities and Brand Loyalty

2020 ◽  
pp. 736-755
Author(s):  
Kishalay Adhikari ◽  
Rajeev Kumar Panda
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Analytical Hierarchy Process ◽  
Brand Loyalty ◽  
Brand Communities ◽  
Branding Strategies ◽  
Social Media Platforms ◽  
Optimized Allocation ◽  
Hierarchy Process

The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.

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