scholarly journals How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

2021 ◽  
Vol 12 ◽  
Author(s):  
Yuying Liu ◽  
Xinxin Liu ◽  
Meng Wang ◽  
Decheng Wen
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Brand Image ◽  
Multiple Linear Regression Model ◽  
Response Strategy ◽  
Customer Engagement ◽  
Affective Processing ◽  
Brand Strategy ◽  
Content Strategy ◽  
The Impact

Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

scholarly journals The impact of social media on business growth and performance in India

2019 ◽  
Vol 9 (4) ◽  
pp. 190-194
Author(s):  
BALUSAMY S ◽  
VENKATASUBRAMANIAM A ◽  
GIRI N
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Business Performance ◽  
Positive Impact ◽  
Positive Influence ◽  
Communication Techniques ◽  
Essential Tool ◽  
And Performance ◽  
Scalable Communication ◽  
The Impact

Until the late 1990’s the only form of media known to businesses were television, newspapers and radio, however in the early 2000s, a revolution in media was witnessed and the world was introduced to Social Media. Social Media is a just like any other Form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable Communication techniques. Social media has a positive impact and a positive influence on the company as well as the customers. Social media is becoming an essential tool for marketers, which is at a very minimum investment. In today’s’ scenario consumers judge a company based on their online presence, hence companies can innovate and simultaneously create a strong social presence by always catering to their customers’ needs and concerns.Internationally, companies have adopted Social Media as an essential tool for their marketing campaign; however the same is not adapted in India to a large extent. What are the benefits of Social media? What are the examples of Social media? This study understands the benefits,impact and importance of Social Media on business performance and growth.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aspasia Vlachvei ◽  
Ourania Notta ◽  
Eirini Koronaki
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Panel Data ◽  
Panel Data Analysis ◽  
Customer Engagement ◽  
Content Type ◽  
Interactive Engagement ◽  
Long Run ◽  
Three Stages ◽  
The Impact

PurposeThis study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.Design/methodology/approachBoth quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.FindingsThe results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.Practical implicationsThe empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.Originality/valueThis study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.

Consumer Socialization Process for the Highly Connected Customers

2020 ◽  
pp. 1-19
Author(s):  
Ree C. Ho ◽  
Teck Choon Teo
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Shopping Behavior ◽  
Customer Engagement ◽  
Purchase Decision ◽  
Consumer Socialization ◽  
Socialization Process ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Media Applications

Over the past two decades, social media has developed exponentially and significantly changed the customers' shopping behavior. Social media apps enable customers to interact with retailers and other customers closely, and influences their purchase decision. Hence, it is small wonder that businesses are investing time and resources to promote their products and brand image on social media applications. Instagram is best known for its enriched visual features in both image and footage and suitable for developing strong brand engagement. It is a viable platform for businesses to promote their products to customers. This chapter proposes a framework of product learning process with the use of Instagram. It contributes in effective management of social media marketing and provides marketers with the guidelines in using Instagram creatively to roll out customer engagement strategies.

Managing the Engagement of Sustainable Tourism in Natural Protected Areas Through Social Media

2018 ◽  
pp. 201-218
Author(s):  
Federico Galán-Valdivieso ◽  
Juana Alonso-Cañadas ◽  
Laura Saraite-Sariene ◽  
Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Protected Areas ◽  
Sustainable Tourism ◽  
Customer Engagement ◽  
Natural Protected Areas ◽  
Rural Economies ◽  
Protected Natural Areas ◽  
Facebook Pages ◽  
The Impact

Tourism in protected natural areas is one of the main economic drivers of rural economies in Europe, and Spain is the European country with the highest number of protected areas awarded as sustainable destinations by the European Charter for Sustainable Tourism in Protected Areas. The involvement of both local businesses and tourists is vital to the effective management of sustainable tourism, and social media is increasingly becoming a relevant tool to this task. Taking these considerations into account, this chapter has two goals: first is to examine the online activities performed by tourists in Facebook pages of local tourist businesses, aiming to enhance customer engagement with sustainable tourism; second is to perform a comparative analysis on the impact and degree of engagement achieved of firms from different Spanish regions. Findings will contribute significantly to our understanding of the influence of social media in fostering citizen engagement with sustainable tourism.

The Impact of Social Media on Customer Engagement with U.S. Banks

2017 ◽  
pp. 154-172 ◽  
Author(s):  
Arturo Haro-de-Rosario ◽  
Laura Saraite ◽  
Alejandro Sáez-Martin ◽  
María del Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Federal Reserve ◽  
Banking Sector ◽  
Customer Engagement ◽  
Citizen Engagement ◽  
Member Bank ◽  
The Impact ◽  
The U.S

This chapter has two main aims. First, to investigate the Facebook practices used in the U.S. banking sector with the aim of enhancing customer engagement; second, to perform a comparative analysis of the use of Facebook in this respect, among different U.S. banks. In this comparative analysis, we apply the Federal Reserve charter classification (Nationally chartered member bank, State-chartered member bank and State-chartered nonmember bank). The findings of this study contribute significantly to our understanding of the influence of social media in enhancing customer engagement. Banks, and their community managers in particular, can make use of the conclusions drawn in this study to develop future strategies to foster citizen engagement via Facebook.

Getting Brand Commitment Through Internet and Mobile Sports Marketing

2018 ◽  
pp. 1-17
Author(s):  
Verónica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sports Marketing ◽  
Customer Engagement ◽  
The Internet ◽  
Marketing Department ◽  
Business Press ◽  
Football Team ◽  
The Impact

This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans.

scholarly journals Unpacking the impact of social media analytics on customer satisfaction: do external stakeholder characteristics matter?

2020 ◽  
Vol 40 (5) ◽  
pp. 647-669 ◽  
Author(s):  
Yichuan Wang ◽  
Minhao Zhang ◽  
Ying Kei Tse ◽  
Hing Kai Chan
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Customer Engagement ◽  
Primary Data ◽  
Social Media Analytics ◽  
Content Type ◽  
External Stakeholder ◽  
Business Partners ◽  
External Stakeholders ◽  
The Impact

PurposeUnderpinned by the lens of Contingency Theory (CT), the purpose of this paper is to empirically evaluate whether the impact of social media analytics (SMA) on customer satisfaction (CS) is contingent on the characteristics of different external stakeholders, including business partners (i.e. partner diversity), competitors (i.e. localised competition) and customers (i.e. customer engagement).Design/methodology/approachUsing both subjective and objective measures from multiple sources, we collected primary data from 141 hotels operating in Greece and their archival data from TripAdvisor and the Hellenic Chamber of Hotels (HCH) database to test the hypothesised relationships. Data were analysed through structural equation modelling.FindingsThis study confirms the positive association between SMA and CS, but it remains subject to the varied characteristics of external stakeholders. We find that an increase in CS due to the implementation of SMA is more pronounced for firms that (1) adopt a selective distribution strategy where a limited number of business partners are chosen for collaboration or (2) operate in a highly competitive local environment. The results further indicate that high level of customer engagement amplifies the moderating effect of partner diversity (when it is low) and localised competition (when it is high) on the SMA–CS relationship.Originality/valueThe study provides novel insights for managers on the need to consider external stakeholder characteristics when implementing SMA to enhance firms' CS, and for researchers on the value of studying SMA implementation from the CT perspective.

Getting Supporter Engagement in Sports

2021 ◽  
pp. 325-337
Author(s):  
Veronica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sport Marketing ◽  
Customer Engagement ◽  
Brand Value ◽  
The Real ◽  
Business Press ◽  
The World ◽  
The Impact

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

Testing the Impact of Social CRM on Firm Performance

2020 ◽  
Vol 11 (2) ◽  
pp. 71-85
Author(s):  
Wafa Belkahla Hakimi ◽  
Amira Mehdi
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Online Survey ◽  
Media Use ◽  
Innovation Performance ◽  
Customer Engagement ◽  
Social Media Use ◽  
Social Crm ◽  
Positive Direct ◽  
The Impact

The present article proposes and validates a general model that studies the impact of social CRM on firm performance. The social media use is introduced as a moderating variable. Innovation performance and customer engagement are also introduced as mediating variables to make the model more integrative and comprehensive. For model validation purposes, a quantitative research was undertaken. An online survey was conducted. 195 responses were collected and a partial least squares analysis was used to test hypothesis and validate the research model. Results have shown mainly that social CRM has a positive direct impact on innovation performance and customer engagement. However, and surprisingly, customer engagement has shown no effect on the firm performance. In the same line, and contrary to our expectations, Social CRM did not show a causal and direct effect on firm performance; however, this effect was shown to be positively moderated by social media use. More details about the result evaluations are exposed in the core paper.

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