Emotional Branding and Social Media

2018 ◽  
pp. 579-592
Author(s):  
Nicholas Mathew ◽  
Ashutosh Dixit
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Negative Emotions ◽  
Theoretical Perspectives ◽  
Emotional Appeals ◽  
Practical Implications ◽  
Positive And Negative Emotions

Emotional branding is increasingly being used by marketers to win customers for their products or services. And, social media has become a growing and popular forum where marketers use emotional branding. This paper/chapter explores the concept of emotional branding and the role of emotional branding in marketing contexts such as in social media. Positive and negative emotions are explored with practical examples of advertisements that use emotional appeals. The paper provides a literature review on emotions and emotional branding and offers theoretical perspectives on the emotional branding concept. The paper also provides a brief discussion on the theoretical and practical implications of emotional branding in the realm of marketing.

Emotional Branding and Social Media

2018 ◽  
pp. 289-302
Author(s):  
Nicholas Mathew ◽  
Ashutosh Dixit
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Negative Emotions ◽  
Theoretical Perspectives ◽  
Emotional Appeals ◽  
Practical Implications ◽  
Positive And Negative Emotions

Emotional branding is increasingly being used by marketers to win customers for their products or services. And, social media has become a growing and popular forum where marketers use emotional branding. This paper/chapter explores the concept of emotional branding and the role of emotional branding in marketing contexts such as in social media. Positive and negative emotions are explored with practical examples of advertisements that use emotional appeals. The paper provides a literature review on emotions and emotional branding and offers theoretical perspectives on the emotional branding concept. The paper also provides a brief discussion on the theoretical and practical implications of emotional branding in the realm of marketing.

From campfire to coliseum: motivations for using social networks

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Castro Pires de Souza Chimenti ◽  
Marco Aurelio de Souza Rodrigues ◽  
Marcelo Guedes Carneiro ◽  
Roberta Dias Campos
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Exploratory Study ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Content Type ◽  
Media Usage ◽  
Practical Implications ◽  
Collective Narrative

Purpose Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software. Findings Two new drivers for SN use are proposed, namely, competition and collective narrative. Research limitations/implications This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables. Practical implications This paper offers SN managers a deeper understanding of key growth drivers for these media. Social implications This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage. Originality/value This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.

Cognitive and social mechanisms: the role of emotions in creativity through work-based learning from a functionalist perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wei Liu ◽  
Jing Wei Li ◽  
Qi Wei Zhou
Keyword(s):  
Positive Emotions ◽  
Negative Emotions ◽  
Employee Creativity ◽  
Learning Mechanisms ◽  
Mediation Effects ◽  
Content Type ◽  
Negatively Associated ◽  
Chinese Company ◽  
Positive And Negative Emotions

Purpose From a functionalist perspective, this study aims to examine empirically how positive and negative emotions can exert influence on creativity in the workplace. This study built and tested a theoretical framework that delineates the effect of emotions on employee creativity through different learning mechanisms. Design/methodology/approach Field surveys were conducted in a Chinese company and data were collected from 340 employee-supervisor dyads. Findings The results indicate that positive emotions were positively related to task-related learning and interactional learning, both of which promote employee creativity. Task-related learning mediated the association between positive emotions and creativity. Nevertheless, negative emotions hindered employees from interactional learning and were negatively associated with creativity. Interactional learning mediated the association between negative emotions and creativity. Moreover, the interaction between positive and negative emotions was negatively associated with task-related learning. Originality/value This study contributes to the literature on emotions and employee learning by demonstrating the value of using a functionalist perspective through different procedural mechanisms for employee outcomes and exploring the mediation effects of different learning behaviors in promoting creativity.

Volunteering drivers and continuation will: the role of engagement

2019 ◽  
Vol 38 (5) ◽  
pp. 405-420 ◽  
Author(s):  
Mohammed Aboramadan ◽  
Abderrahman Hassi ◽  
Hatem Jamil Alharazin ◽  
Khalid Abed Dahleez ◽  
Belal Albashiti
Keyword(s):  
Nonprofit Organizations ◽  
Work Engagement ◽  
Structural Equations ◽  
Content Type ◽  
Theoretical Perspectives ◽  
Using Data ◽  
The Relationship ◽  
And Training ◽  
Practical Implications

Purpose As volunteering research in nonprofit organizations is growing significantly, the purpose of this paper is to examine the effects of volunteering drivers and work engagement on volunteer continuation will. Design/methodology/approach Building on empirical and theoretical perspectives, the authors hypothesized that work engagement mediates the relationship between volunteering drivers and volunteer continuation will. To verify our hypotheses, we examined data collected from 372 active volunteers from Palestinian nonprofit organizations. The authors conducted structural equations modeling (SEM) analyses using the AMOS 24 platform to investigate direct and indirect effects. Findings The results of the study show that work engagement is a significant predictor of volunteer continuation will; mediates the relationship between career driver of volunteering and volunteer continuation will; and mediates the relationship between the protective driver of volunteering and volunteer continuation will. Research limitations/implications The research design limits establishing cause and effect relationships among the examined variables. Practical implications The results of the current study may be of use for nonprofit organizations managers formulating effective recruitment and training policies to retain their volunteers. Originality/value The paper contributes to the limited empirical body of the volunteering research. The study is novel as it is one of the few studies conducted using data coming from a non-western context.

Role of brand attachment in customers’ evaluation of service failure

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jose Luis Saavedra Torres ◽  
Monika Rawal ◽  
Ramin Bagherzadeh
Keyword(s):  
Customer Service ◽  
Positive Emotions ◽  
Service Failure ◽  
Negative Emotions ◽  
Research Question ◽  
Brand Attachment ◽  
Content Type ◽  
Coping Tactics ◽  
Practical Implications

Purpose This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachment cushion or amplify the effect of service failure on customers’ negative emotions? Design/methodology/approach A 2 × 2 × 2 experimental design was conducted. Data analysis was performed with ANOVA and moderated mediation. Findings Customer’s feelings toward a brand (brand attachment) that existed before a service failure occurred can regulate customer’s negative emotions especially when consumer attribute service failure to a controllable cause. This process minimizes the effect of service failure in customer’s satisfaction and consequently increase customer behaviors like word of mouth and loyalty intentions. Research limitations/implications Adding perceived intentionality as a service failure’s attribution could provide another layer of explanation of customer behavior. Also, an expanded study using a sector characterized by higher cost of change and permanent consumption could provide result’s generalizability. Practical implications Brand attachment should be included in the customer service strategy. In a service failure situation, brand attachment becomes part of the “service customer policy” helping customers to regulate their negative emotions. Originality/value This study fills the knowledge gap regarding the role of customers’ positive emotions toward brands when a service failure occurs. The current study extends branding literature by differentiating brand attachment role from coping tactics.

scholarly journals If You Travel, I Travel: Testing a Model of When and How Travel-Related Content Exposure on Facebook Triggers the Intention to Visit a Tourist Destination

SAGE Open ◽  
2020 ◽  
Vol 10 (2) ◽  
pp. 215824402092551 ◽  
Author(s):  
Kashmala Latif ◽  
Muhammad Yousaf Malik ◽  
Abdul Hameed Pitafi ◽  
Shamsa Kanwal ◽  
Zara Latif
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Communication Strategies ◽  
Comparison Process ◽  
Tourist Destination ◽  
Benign Envy ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

This study aims to examine the role of exposure to travel-related content posted by friends on Facebook in triggering the intention to visit a tourist destination (IVTD). The study further examines how travel-related content exposure is linked with IVTD, and why some travel consumers, unlike others, tend to trigger more IVTD in response to travel-related content exposure. The sample of the present study included 295 travel consumers who are users of Facebook in Pakistan. The hypothesized model is tested using PROCESS macros in SPSS 24.0. The findings of the study reveal that travel-related content exposure is positively associated with IVTD. The benign envy mediates the relationship between exposure to travel-related content posted by friends on Facebook and IVTD, but the online social identity moderated the relationship between exposure to travel-related content posted by friends on Facebook and IVTD such that high online social identity strengthened the impact of travel-related content exposure on IVTD, thus highlighting the pivotal role of online social identity in the comparison process. The study contributes to the tourism literature on social media and has practical implications for social media travel managers and advertisers. The travel managers and advertisers should develop marketing and communication strategies considering friends’ communications on Facebook as a factor that can influence travel consumers’ behavior and decision making.

Looking at you: celebrity direct eye gaze influences social media post effectiveness

2020 ◽  
Vol 54 (12) ◽  
pp. 3051-3076
Author(s):  
Jasmina Ilicic ◽  
Stacey M. Brennan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Behavioral Intentions ◽  
Eye Gaze ◽  
Brand Relationships ◽  
Verbal Cues ◽  
Content Type ◽  
Moderating Role ◽  
Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

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