How to Drive Brand Communication in Virtual Settings

2020 ◽  
pp. 212-226
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Virtual Environments ◽  
Social Engagement ◽  
Analytical Approach ◽  
Virtual Communities ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
Brand Communication

The paper proposes an analytical approach that explores brands in virtual environments by creating indicators of consumer brand alignment and comparing them with measurements of social engagement. In particular, it combines indicators that estimate the correspondence between brand identity and brand image with measurements of engagement that emerge from platforms that monitor social media (Talkwalker and Social Mentions). The premise is that to gain objective awareness of the reputation a brand has achieved online, it is essential to filter the commitment that it produces on social media with assessments of the relations that consumers have with it. The latter is expressed through indicators of consumer brand alignment that are elaborated investigating virtual communities and adopting an interdisciplinary method that integrates netnography and text mining. The results generated by the approach illustrated in this chapter can be useful to devise adjustments to brand communication. The analysis is applied to twenty-nine important brands belonging to the fashion industry.

How to Drive Brand Communication in Virtual Settings

2017 ◽  
pp. 248-263
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Virtual Environments ◽  
Social Engagement ◽  
Analytical Approach ◽  
Virtual Communities ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
Brand Communication

The paper proposes an analytical approach that explores brands in virtual environments by creating indicators of consumer brand alignment and comparing them with measurements of social engagement. In particular, it combines indicators that estimate the correspondence between brand identity and brand image with measurements of engagement that emerge from platforms that monitor social media (Talkwalker and Social Mentions). The premise is that to gain objective awareness of the reputation a brand has achieved online, it is essential to filter the commitment that it produces on social media with assessments of the relations that consumers have with it. The latter is expressed through indicators of consumer brand alignment that are elaborated investigating virtual communities and adopting an interdisciplinary method that integrates netnography and text mining. The results generated by the approach illustrated in this chapter can be useful to devise adjustments to brand communication. The analysis is applied to twenty-nine important brands belonging to the fashion industry.

scholarly journals Combining online market research methods for investigating brand alignment: the case of Nespresso

2021 ◽  
Vol 123 (13) ◽  
pp. 37-58
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni ◽  
Lamberto Zollo ◽  
Virginia Vannucci
Keyword(s):  
Text Mining ◽  
Brand Image ◽  
Brand Identity ◽  
Research Approach ◽  
Brand Associations ◽  
Brand Communication ◽  
Content Type ◽  
Beverage Industry ◽  
Online Brand Communities ◽  
Digital Environments

PurposeThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.Design/methodology/approachThe authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.FindingsThe main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.Originality/valueAlthough the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

scholarly journals Who really creates the place brand? Considering the role of user generated content in creating and communicating a place identity

1970 ◽  
pp. 9-24
Author(s):  
Heather Skinner
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Formation Process ◽  
Brand Image ◽  
Place Identity ◽  
Brand Identity ◽  
Identity Creation ◽  
Unique Event ◽  
Local Municipality ◽  
Place Brand

This paper explores online and social media users’ contributions to place identity creation, challenging the role and importance of various actors in the place brand identity and place brand image formation process. Findings arise from a content analysis of 149 separate photographs of a unique event that takes place on the Greek island of Corfu as part of the Orthodox Easter festival. Findings are also informed by autoethnographic reflexivity from the researcher’s own participation in and observation of the event, and 84 images from the researcher’s own photographic record of the event. Comparisons are drawn between social media users’ images and those communicated by the local Municipality through 7 relevant images reproduced in the official Easter on Corfu brochure. The images uploaded by social media users were not vastly different in terms of content from those of the local authority, and were also similar to those taken by the researcher. Perhaps it may be time for place branders to not only voluntarily give up their perceptions of control over at least part of the identity formation process and encourage contributions from wider stakeholders, but to no longer perceive them as mere consumers of the brand, but also as its co-creators. However, this will require another shift in academic understanding of place brand identity and place brand image, which may be difficult to achieve considering that there has only recently been reached a certain level of agreement within the extant literature about the various definitions of terms associated with these constructs.

scholarly journals THE IMPACT OF INSTAGRAM MARKETING ADOPTION TOWARDS CONSUMER PURCHASE DECISION ON FASHION

2020 ◽  
Vol 8 (2) ◽  
pp. 1
Author(s):  
Daniel Augustinus ◽  
Agnes Agnes
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Virtual Communities ◽  
Positive Impact ◽  
Strong Relationship ◽  
Purchase Decision ◽  
Fashion Industry ◽  
The World ◽  
The Impact

Social networking sites have been emerged and transformed the world, bringing the world and its people closer. Social media which are part of social networking sites have become more effective in marketing tools; it helps in creating opportunities and awareness to consumers. Social media platform such as Instagram has recently become the most popular social networking sites among the young people. In addition, selling and market the products in the virtual store on Instagram represents a new shopping mode for most consumers, especially youngsters both men and women, and they represent an important role in influencing fashion consumer purchase decision through social networking sites. This study attempted to investigate impact of social networking sites towards consumer purchase decision on fashion industry. Therefore, questionnaires are spreaded out to 110 respondents who are social media users in Medan in order to gather the necessary information and data. The results of this research, it is concluded that social networking sites (the usability of Instagram) influences and give impact towards consumer purchase decision on fashion. Moreover, both of the variables have a strong relationship on each other and considered to be linear. The results also demonstrate that Instagram influences fashion consumer purchase decision through its usability such as good metrics, eye catching content, and recommendations from others. Furthermore, Instagram is also proved to have a positive impact towards consumer purchase decision by creating awareness, provide satisfaction feeling and creating virtual communities which may motivates consumer to do an online purchase.  

scholarly journals Analysis of Brazilian fashion sectorial brand identity

2018 ◽  
Vol 22 (3) ◽  
pp. 291-314 ◽  
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Janaina de Moura Engracia Giraldi ◽  
Vish Maheshwari
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
External Market ◽  
Content Type ◽  
Great Divergence ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.

Trends in the Use of Social Media as a Tool of Marketing Communications in FMCG Sector in India

2013 ◽  
Vol 3 (3) ◽  
pp. 62-75
Author(s):  
Baisakhi Banerjee ◽  
Ashwini Kumar BJ
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Brand Image ◽  
Social Networking Site ◽  
Marketing Communications ◽  
Brand Identity ◽  
Traditional Media ◽  
Use Of Social Media ◽  
The Way

The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media’s popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly one in 10 Internet visits ends up at a social network; nearly one in four page views is on a social networking site, thus making social networking a lucrative option for brand managers to communicate their brand and to create a brand identity. The Indian FMCG Sector has recently started adopting social media as a tool of marketing communications along with traditional media. This paper, based on desk reviews, highlights that Indian FMCG businesses are using Social Media for brand re-positioning and developing a brand image while focusing on developing relationships with consumers rather than on merely providing information.

scholarly journals Impact of Social media brand communication on Brand Knowledge: Mediating role of Brand Image & Brand Awareness Application of CBBE model theory of Keller

2018 ◽  
Vol 4 (4) ◽  
pp. 12-18
Author(s):  
Anam Bhatti ◽  
Sumbal Arif ◽  
Mariam Mehar ◽  
Sohail Younas
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Communication ◽  
Brand Knowledge ◽  
Mediating Role ◽  
The Social ◽  
Use Of Social Media ◽  
Questionnaire Method ◽  
The Relationship

In 21st century, where the use of social media is growing day by day. Individuals prefer social media for personal and professional use. Corporations are also communicating with their customers through the social media. Which increase awareness about the product of a specific brand. That ultimately develops brand knowledge. The basic objective of this study is to explore the relationship between the social media brand communication and brand knowledge by considering brand image and brand awareness as mediators. This study is quantitative in nature so for the purpose of data collection we adopted questionnaire method. 200 questionnaires were distributed among the students of thebusinessdepartment. Data was tested through SPSS (Statistical Packages for the Social Science) as well as AMOS (Analysis Movement of Structure) Software. Findings of this research show there is apositive and significant relationship among social media brand communication and brand knowledge. Moreover, brand image and brand awareness have extensively mediated the relationship between social media brand communication and brand knowledge.

Luxury and Twitter: an issue of the right words

2019 ◽  
Vol 22 (1) ◽  
pp. 33-49 ◽  
Author(s):  
Valentina Mazzoli ◽  
Laura Grazzini ◽  
Raffaele Donvito ◽  
Gaetano Aiello
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Online Communication ◽  
Brand Identity ◽  
Luxury Brands ◽  
Brand Associations ◽  
Content Type ◽  
Luxury Brand ◽  
The Right ◽  
The Relationship

Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.

scholarly journals Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

2020 ◽  
Vol 12 (8) ◽  
pp. 3391 ◽  
Author(s):  
Yanhui Mao ◽  
Yao Lai ◽  
Yuwei Luo ◽  
Shan Liu ◽  
Yixin Du ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Personality ◽  
Critical Role ◽  
Brand Identity ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Flow Experience ◽  
Brand Communication

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

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