Brand strategies for elevating love, loyalty, and engagement: How social media managers can unleash the value of customer co-creation

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper's conceptual framework concentrates on the potential of social media-based interactions to boost brand loyalty and customer engagement. The results reveal that customer engagement behavior plays a critical role in affecting brand loyalty and social interaction. Furthermore, satisfying brand experiences on social media have a positive effect on the performance outcomes of the broader consumer brand experience. Social media managers are therefore advised to entertain consumers with multi-layered content that conveys fun and exciting features, to maintain a positive representation of the brand and products, and to reward the value that's co-created when customers leave comments, for example.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Brand strategies for elevating love, loyalty, and engagement: How social media managers can unleash the value of customer co-creation", Strategic Direction, Vol. 37 No. 2, pp. 32-34. https://doi.org/10.1108/SD-11-2020-0200