Brand Engagement in the Light of Post Content Type on the Facebook Platform in the Selected Industry

2020 ◽  
Vol 11 (1) ◽  
pp. 31-31
Author(s):  
Ľudovít Nastišin ◽  
Richard Fedorko ◽  
Radovan Bačík ◽  
Martin Rigelský
Keyword(s):  
Social Media ◽  
Target Audience ◽  
Content Type ◽  
Brand Engagement ◽  
Different Types ◽  
Rapid Pace ◽  
Multiple Levels ◽  
The Right ◽  
Near Future ◽  
A Share

The importance of social media for business and e-commerce is growing at a rapid pace. More and more people are joining these platforms. Their effective and regular use thus becomes an important aspect for businesses and their activities. In addition, we do not assume that this trend would disappear in the near future. On the contrary, the extent to which these are expected to penetrate various spheres of lives is projected to grow. With such a forecast, the need to use the right channels of social media is inevitable - not because it is "in" or easy, but because the target audience of companies spend their time there, engaging with their favorite brands and connecting with them at multiple levels. In this environment, it is important to emphasize those indicators that show the success of branding activities on Facebook. The most basic ones we discuss in this study include Likes, Comments, and Shares. It is these indicators that tend to have different values for different types of content. That is precisely why we have decided to explore this area. These indicators also affect engagement, which we also represent as a share of the sum of Comments, Likes, and Shares over the post reach. It is logical that if we can influence any of these factors, we can also influence the resulting engagement on Facebook to a certain extent. Keywords: engagement, content type, Facebook, airlines

What makes the difference? Employee social media brand engagement

2019 ◽  
Vol 34 (7) ◽  
pp. 1459-1467 ◽  
Author(s):  
Sherese Y. Duncan ◽  
Raeesah Chohan ◽  
João José Ferreira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Emotions ◽  
Content Type ◽  
Word Use ◽  
Brand Engagement ◽  
Analytical Thinking ◽  
Industry Competition ◽  
The Difference ◽  
Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

Effects of relationship types on customers’ parasocial interactions

2017 ◽  
Vol 8 (1) ◽  
pp. 133-147 ◽  
Author(s):  
Seonjeong Ally Lee ◽  
Minwoo Lee
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Marketing Research ◽  
Customer Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Relationship Types ◽  
Different Types ◽  
Social Media Platforms ◽  
Parasocial Interactions

Purpose The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship marketing research. Design/methodology/approach A cross-sectional, self-administered online survey was conducted to investigate the role of different types of relationships on customers’ brand-relevant responses in the context of hotel social media platforms. Findings Results identified customers’ relationships with services and brands, and how other customers influenced their parasocial interactions (PSIs). Customers’ PSIs then positively influenced their self-brand connection and their brand usage intention. Originality/value This study was the first attempt to propose a conceptual framework to explain different types of customer relationships on customers’ interactions with the brand in the context of hotel social media platforms.

Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tianfu Wang ◽  
Yam B. Limbu ◽  
Xing Fang
Keyword(s):  
Social Media ◽  
Country Of Origin ◽  
Least Square ◽  
Activity Data ◽  
Content Type ◽  
Global Brands ◽  
Brand Engagement ◽  
Consumer Animosity ◽  
Negative Impacts ◽  
The Impact

PurposeThe coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and country-of-market (COM). To address the gap, this study examines how the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity.Design/methodology/approachThe authors collect consumer engagement activity data from Facebook for eight global smartphone brands and match it with the COVID-19 statistics. Ordinary least square (OLS) models are used to estimate the impact on global brands brought by the spread of the COVID-19.FindingsThe results show that consumer brand engagement decreases for all brands in a COM as the number of confirmed COVID-19 new cases increases in the COM. Consumer brand engagement decreases for a brand across all COM as the number of confirmed COVID-19 new cases increases in the brand’s COO. If a brand’s COO is imputed for the pandemic, its consumer brand engagement will receive additional negative impacts across all COM.Originality/valueThis study enriches the COO literature by showing how the spread of a pandemic affects consumer brand engagement via COO and discovers the moderating role of consumer animosity.

Examining drivers and outcomes of social media brand engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Civilai Leckie ◽  
Abhishek Dwivedi ◽  
Lester Johnson
Keyword(s):  
Social Media ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Trust ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Congruence

PurposeThis study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approachData were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.FindingsFindings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implicationsThis study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implicationsThese findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/valueBased on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

This thing of social media! Going business or socialisation? Solving the great dilemma

foresight ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 331-350
Author(s):  
Akwesi Assensoh-Kodua
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Continuance Intention ◽  
Content Type ◽  
Social Media Platform ◽  
Actual Usage ◽  
The Future ◽  
Social Media Platforms ◽  
Media Platform ◽  
Near Future

Purpose Social media has become a “thing” not just for its historical purpose of socialisation, but a multi-faceted platform of unpredictable possibilities. With the current high levels of actual usage, business on the platform has assumed different styles and has become one of the competing activities on this platform, creating a dilemma for the future. However, as social beings, we can manage such capricious adventure by means of research, to predict the possible destination before we are taken by surprise. One of such medium of studies is through the philosophies of the continuance intention theories. To this end, the purpose of this paper was to investigated some antecedents of social media that are capable of predicting the direction of this platform to test this theory of continuance intention, and the results from the predictive Smart PLS3 shows that the continuance intention for business on this platform will overtake socialisation to offer the biggest market among the elitist class in the near future, and not China, Nigeria or the NYSE. Design/methodology/approach This paper uses Predictive Smart PLS3 to analyse the continuance intention of social media platforms. Findings Predictive Smart PLS3 shows that the continuance intention for business on social media platform will overtake socialisation to offer the biggest market. Research limitations/implications The questions asked in this study focussed on buyers and not platform managers. As the continuance intention depends on the latter as well, it would have been better if their opinions were also sought to determine what will make them continue to provide social media. Originality/value This paper is among the first to do such a study.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Teresa Fernandes ◽  
Inês Inverneiro
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Holistic Model ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
Use Of Social Media

Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Design/methodology/approach Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents. Findings Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

Engaging fans through social media: implications for team identification

2015 ◽  
Vol 5 (3) ◽  
pp. 199-217 ◽  
Author(s):  
Matthew D. Meng ◽  
Constantino Stavros ◽  
Kate Westberg
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Team Identification ◽  
Sport Organizations ◽  
Content Type ◽  
Online Comments ◽  
Different Types ◽  
Use Of Social Media ◽  
Direct Use ◽  
Practical Implications

Purpose – The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations by examining the platforms adopted over a three-year period by National Basketball Association (NBA) teams and the way in which social media is used to communicate and engage with fans. Design/methodology/approach – A content analysis was used to examine online comments posted by all 30 teams in the NBA on Facebook and Twitter during the off-season. Findings – The results demonstrate that NBA teams have embraced social media, primarily using four different types of communication to engage fans: Informing, Marketing, Personalizing and Activating. Practical implications – The authors establish that social media is an effective vehicle for sport organizations to engage with fans and to enhance team identification. The data suggests that teams should make a concerted effort in their communications, where possible, to personalize communications, genuinely inform and involve fans and provide relevant marketing communications, all of which can be effectively implemented within existing marketing efforts. Originality/value – This is the first study to examine the direct use of social media by sport organizations and its potential for enhancing team identification.

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.

Consumer engagement in social media: scale comparison analysis

2020 ◽  
Vol 29 (4) ◽  
pp. 491-503 ◽  
Author(s):  
Mateus Ferreira ◽  
Felipe Zambaldi ◽  
Diego de Sousa Guerra
Keyword(s):  
Social Media ◽  
Classical Test Theory ◽  
Test Theory ◽  
Comparison Analysis ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
The Subject ◽  
Construct Dimensions ◽  
Reduced Scale

Purpose Engagement is a construct that varies according to the subject, object and context; this has been used to justify the coexistence of a variety of construct definitions and scales. Instead of proposing a new scale, this paper aims to create a procedure for comparing scales and to use it to evaluate brand engagement measures in social media. Design/methodology/approach This study first defines a procedure for the selection, standardization and comparison of scales; this procedure considers both the classical test theory (CTT) and item response theory (IRT). The authors apply the procedure in a survey of 233 respondents to compare three scales for measuring consumer engagement with brands in social media. Findings The establishment of a procedure for scale comparison is useful in assisting researchers to choose specific measures. Results showed that the three scales have similar characteristics, but Vivek et al.’s (2014) scale is recommended when better discrimination between construct dimensions is required, Hollebeek et al.’s (2014) scale could be used as a one-dimensional scale and Dessart et al.’s (2016) reduced scale has better ability to capture information for the affective and cognitive dimensions. None of the scales were very efficient in discriminating weakly and strongly engaged individuals. Originality/value This study makes a substantive contribution by proposing a procedure for scale comparison that considers CTT and IRT and shows the advantages, limitations and recommendations for using three different scales of consumer engagement.

Potential of virtual-social-physical convergence for project manufacturing

2014 ◽  
Vol 25 (8) ◽  
pp. 1209-1223 ◽  
Author(s):  
Stephen Fox
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Design Methodology ◽  
Digital Data ◽  
Manufacturing Companies ◽  
Virtual Design ◽  
Content Type ◽  
Different Types ◽  
First Time ◽  
Practical Implications

Purpose – The purpose of this paper is to provide an analysis of how virtual-social-physical (VSP) convergence can affect different types of project manufacturing. In particular, VSP convergence that involves combining the read-write functionality of Web 2.0 and related social media together with digital tools for virtual design and for physical manufacturing. Design/methodology/approach – Literature review and interviews with experts in technologies covering VSP convergence: digital data capture, photogrammetry, generative computation, Web 2.0 and social media, digitally driven manufacturing. Findings – VSP convergence can enable the replacement of slow and expensive traditional project manufacturing practices with much faster and less expensive digitally driven technologies. Practical implications – There are new opportunities for expansion of some types of project manufacturing. Notably, there are opportunities in non-industrial developing countries because VSP convergence reduces reliance on industrial infrastructure for the manufacturing of goods. By contrast, opportunities may be limited for expansion of established project manufacturing companies with exclusive brands. Originality/value – The originality is that VSP convergence is related to different types of project manufacturing. Based on VSP convergence, traditional types and new types of project manufacturing are categorized together for the first time. The value of this paper is that it is explained how VSP convergence can address barriers to expansion of different types of project manufacturing.

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