scholarly journals No One Is Leaving This Time: Social Media Fashion Brand Communities

2021 ◽  
Vol 13 (23) ◽  
pp. 12957
Author(s):  
Albert Chukwunonso Diachi ◽  
Ayşe Tansu ◽  
Oseyenbhin Sunday Osemeahon
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Positive Impact ◽  
Consumer Engagement ◽  
Self Disclosure ◽  
Brand Communities ◽  
Digital Era ◽  
Fashion Brand ◽  
The Relationship

In an attempt to enrich existing literature on online fashion brand communities in the digital era, this research aimed at exploring the relationship between peer influence and self-disclosure on sustaining consumer engagement in generating loyalty to social media fashion brand communities (SMFBCs). The survey included a sample of 365 members who follow local Nigerian SMFBCs and was analyzed using SmartPLS v3.2.9. Findings from the study show that peer influence and self-disclosure have a positive impact on sustaining consumer engagement in social media fashion brand communities. Furthermore, the findings show that self-disclosure mediated the relationship between peer influence and sustaining consumer engagement. Finally, consumer engagement fosters loyalty to social media brand communities.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

scholarly journals Instagram dan Self Disclosure dalam Perspektif Komunikasi Antarpribadi terhadap Siswa - Siswi SMA Santo Kristoforus II

Koneksi ◽  
2020 ◽  
Vol 3 (2) ◽  
pp. 328
Author(s):  
Jovita Clarissa ◽  
H.H. Daniel Tamburian
Keyword(s):  
Social Media ◽  
High School Students ◽  
Digital Media ◽  
Interpersonal Communication ◽  
Communication Theory ◽  
Personal Information ◽  
The Self ◽  
School Students ◽  
Self Disclosure ◽  
Digital Era

Humans are social beings who need other individuals to group. In interacting with others, individuals will convey information and usually begin with an introduction relates to self disclosure, which is the type of individual communication disclosing information about himself is commonly concealed. Social media is a medium on the Internet that allows users to represent themselves, share, communicate with others and create virtual social ties. This research was intended to examine Instagram and Self Disclosure in an interpersonal communication perspective on the Santo Kristoforus II high school students to find out the activities of students on Instagram social media. Research based on Self-Disclosure theory, communication theory in the Digital Era, social media, and Instagram. Research uses a qualitative approach with case study methods. The results is that the self disclosure conducted by the informant is about daily activities, and the self disclosure is on Instagram involving several Self-Disclosure processes. In the process of Self-Disclosure, informants usually provide personal information such as feelings, thoughts and experiences, and they are also careful enough in uploading information to social mediaManusia disebut makhluk yang memerlukan seseorang untuk saling berhubungan timbal balik. Dalam berinteraksi dengan orang lain, individu akan menyampaikan berbagai informasi dan biasanya diawali dengan perkenalan mengenai dirinya, hal tersebut berkaitan dengan self disclosure, yakni jenis komunikasi individu mengungkapkan informasi tentang dirinya sendiri yang biasa disembunyikan. Media sosial saat ini digunakan penggunanya untuk berkomunikasi, membentuk relasi dengan orang lain secara virtual. Sehingga penelitian ini dimaksudkan untuk meneliti Instagram dan Self Disclosure dalam Perspektif Komunikasi Antarpribadi terhadap Siswa-Siswi SMA Santo Kristoforus II untuk mengetahui aktivitas siswa-siswi di media sosial Instagram. Penelitian berlandaskan teori Self-Disclosure, Teori Komunikasi di Era Digital, Media Sosial, dan Instagram. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian menunjukkan bahwa pengungkapan diri yang dilakukan oleh informan berisi tentang aktivitas sehari-hari yang dilakukan, dan pengungkapan diri tersebut dilakukan dalam media sosial Instagram yang melibatkan beberapa proses pengungkapan diri. Dalam proses pengungkapan diri, informan biasanya memberikan informasi pribadi seperti perasaan, pikiran dan pengalaman. Dengan banyaknya informasi yang diberikan, tidak menutup kemungkinan mereka juga cukup berhati-hati dalam mengunggah informasi ke media sosial

scholarly journals Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

10.28945/4536 ◽  
2020 ◽  
Vol 15 ◽  
pp. 065-090
Author(s):  
Haili Pan
Keyword(s):  
Data Collection ◽  
Community Engagement ◽  
Social Value ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Symbolic Value ◽  
The Relationship

Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheng Shen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Relevant Literature ◽  
Consumer Participation ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Consumer Interactions ◽  
The Relationship

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

Consumer engagement in social media brand communities: A literature review

2022 ◽  
Vol 63 ◽  
pp. 102457
Author(s):  
Zélia Raposo Santos ◽  
Christy Cheung ◽  
Pedro Simões Coelho ◽  
Paulo Rita
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Consumer Engagement ◽  
Brand Communities

scholarly journals Effect of brand communities on consumer engagement and trust

2020 ◽  
Vol 9 (4) ◽  
pp. 244-252
Author(s):  
Jeanine Niyonkomezi ◽  
Juniter Kwamboka
Keyword(s):  
Social Media ◽  
Consumer Product ◽  
Brand Trust ◽  
Consumer Engagement ◽  
Social Media Platform ◽  
Brand Communities ◽  
Brand Engagement ◽  
Media Platform ◽  
The Creation ◽  
Brand Promotion

The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally.  The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (β=1.52, p=0.001), shared rituals (β=1.44, p=0.001), obligations to society (β=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook.

scholarly journals Ethnic Identity and Acculturation Orientation of Chinese Yi Villagers in the Context of Social Media

2021 ◽  
Vol 8 (4) ◽  
pp. 109
Author(s):  
Yuan Shuangyun
Keyword(s):  
Social Support ◽  
Social Media ◽  
Ethnic Identity ◽  
Individual Differences ◽  
Positive Impact ◽  
Widespread Application ◽  
Acculturation Orientation ◽  
The Individual ◽  
The Relationship ◽  
Predictive Effect

In the information age, the widespread application of social media will impact the ethnic identity and acculturation of ethnic minority individuals. In this study, 522 Yi people from different Yi branches were selected to investigate the relationship between their ethnic identity and acculturation orientation and the role of social media and social support. The results showed that :(1) the acculturation patterns of Yi villagers were mainly integrated, and experienced from separation to integration, then assimilation and marginalization after mixed; (2) The individual differences of acculturation orientation were significant, but the individual differences of ethnic identity were not; (3) Ethnic identity had a positive impact on original acculturation attitude but had no significant effect on mainstream acculturation attitude; (4) Social media had a negative predictive effect on the original acculturation attitude, a positive predictive effect on the mainstream acculturation attitude, and a negative moderating effect on the relationship between ethnic identity and original acculturation attitude; (5) Social support has a positive predictive effect on both acculturation attitudes. Therefore, the government and relevant departments should strengthen social media's popularization in pure Yi areas, enhance social support in mixed areas, and improve education and economic development to improve the acculturation of the Yi villagers effectively.

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.

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