A Study on the Effect of Experience in Lovemarks of Tourism Social Media on Behavior Intention, Brand Identification, Relationship Quality

2021 ◽  
Vol 9 (2) ◽  
pp. 191-211
Author(s):  
So-Ra Min ◽  
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Brand Identification ◽  
Behavior Intention

The Value of Brand Fans during a Crisis: Exploring the Roles of Response Strategy, Source, and Brand Identification

2021 ◽  
pp. 232948842199969
Author(s):  
Hayoung Sally Lim ◽  
Natalie Brown-Devlin
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Crisis Communication ◽  
Word Of Mouth ◽  
Crisis Response ◽  
Response Strategy ◽  
Brand Identification ◽  
Communication Source ◽  
Practical Implications ◽  
Selection Of

Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to protect a brand’s reputation during crises and how the selection of a crisis spokesperson can influence consumers’ evaluations of the crisis communication. Being buffers for their preferred brands, brand fans are more likely to accept their brand’s crisis response and engage in positive electronic word-of-mouth on social media. Brand fans are more likely to evaluate other brand fan’s social media accounts as a credible crisis communication source, whereas those who are not brand fans are more likely to evaluate brand and/or brand executives as credible. Findings provide theoretical applications in paracrisis literature pertaining to social media but also practical implications for brand managers to strategically utilize brand fans in crisis communication.

Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification

2017 ◽  
Vol 57 (6) ◽  
pp. 727-742 ◽  
Author(s):  
Kevin Kam Fung So ◽  
Laurie Wu ◽  
Lina Xiong ◽  
Ceridwyn King
Keyword(s):  
Social Media ◽  
Social Identity Theory ◽  
Airline Industry ◽  
Brand Management ◽  
Clear Understanding ◽  
Brand Identification ◽  
Social Visibility ◽  
Use Of Social Media ◽  
Media Channels ◽  
Positive Word Of Mouth

Despite consumers’ increasing use of social media channels to make their travel experiences more visible to people within their social networks, brand management research in the tourism literature lacks a clear understanding of how social visibility of consumption affects consumer perceptions of their relationships with the brand. Drawing upon social identity theory and the theory of conspicuous consumption, this study extends the current brand management literature by investigating the role of consumption’s social visibility in the formation of customer brand identification in the era of social media. Using the airline industry as the study context, this study suggests that social visibility of consumption leads to cognitive, affective, and evaluative identifications. The results also indicate that the three components of customer brand identification interact with each other in realizing positive word of mouth communication. The findings highlight the significant benefits of making customers’ travel experiences socially visible to people around them.

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

2018 ◽  
Vol 27 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Urška Tuškej ◽  
Klement Podnar
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Identity Management ◽  
Brand Management ◽  
Active Engagement ◽  
Brand Identification ◽  
Corporate Brand ◽  
Content Type ◽  
Corporate Brands ◽  
Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

scholarly journals Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

2020 ◽  
Vol 10 (1) ◽  
pp. 201
Author(s):  
Liping Liu ◽  
Chih-Cheng Fang
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Relationship Quality ◽  
Information Acquisition ◽  
Word Of Mouth ◽  
Rapid Development ◽  
Consumer Information ◽  
Research Fields ◽  
Word Of Mouth Communication ◽  
The Impact

With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

scholarly journals The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia

2018 ◽  
Vol 150 ◽  
pp. 05058
Author(s):  
Yulia Rahmadini ◽  
Rizal Edy Halim
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
The Internet ◽  
Emotional Attachment ◽  
Cross Sectional ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

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