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The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.

A content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.

Interactive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.

The findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.

This is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

Even with the evidence that participation in home-sharing is highly ecologically sustainable, the existing consumer communication studies in the hospitality sector have predominantly focussed on the social and economic benefits. This study aims to examine how the environmental sustainability benefits of home-sharing services can be effectively communicated to consumers.

Two scenario-based experiments (Study 1: n = 377 and Study 2: n = 290) examined the effects of consumers’ consumption orientations, and the appeal of environmental sustainability benefits emphasised advertising on their home-sharing adoption intentions.

Study 1 demonstrated that when consumers with either a hedonic or utilitarian consumption orientation book travel accommodation, their home-sharing adoption intentions increase depending on whether advertisements are designed as hard- or soft-sell appeal, respectively. Study 2 showed that the influence of an environmental sustainability benefits emphasised advertisement that has considered consumers’ consumption orientation and applied the corresponding advertising appeal design is as effective as a home-sharing service that offers economic benefits and is even better than an advertisement that emphasises social benefits, particularly for utilitarian-oriented consumers.

This study is the first in the lodging sector examining the ways in which the environmental sustainability benefits of home-sharing services can be effectively communicated to consumers. The findings shed light on corporate practices pertaining to information that home-sharing service marketers can control and provide an essential basis for further advertising, consumer differences, environmental sustainability awareness and collaborative consumption studies.

This study identifies a new type of advertising, sponsored ad forwarding, in microblog contexts. It tests the effectiveness of designs of a message with an ad with regard to receivers who are purely online friends or offline friends.

In the main experiment, a three-by-two experimental design was employed. By random assignment, message senders forwarded an ad with either an other-oriented or a self-oriented message to a group of offline friends or purely online friends. In the control group, there was no message accompanying the ad. The data of 218 effective sender-receiver dyads were collected and compared.

The results show that a message with an other-oriented appeal is more effective than one with a self-oriented appeal for dyads with an offline relationship, and a message with a self-oriented appeal is more effective than one with an other-oriented appeal for dyads with a purely online relationship. Overall, the use of appeals significantly boosts ad effectiveness.

This study identifies a new type of marketing practice in social media, namely sponsored ad forwarding. It also proposes appeal orientation as a novel type of message content design. It shows how to apply the right appeal orientation to the right receiver groups, that is, offline or purely online friends.

User-generated social media comments can be a useful source of information for understanding online corporate reputation. However, the manual classification of these comments is challenging due to their high volume and unstructured nature. The purpose of this paper is to develop a classification framework and machine learning model to overcome these limitations.

The authors create a multi-dimensional classification framework for the online corporate reputation that includes six main dimensions synthesized from prior literature: quality, reliability, responsibility, successfulness, pleasantness and innovativeness. To evaluate the classification framework’s performance on real data, the authors retrieve 19,991 social media comments about two Finnish banks and use a convolutional neural network (CNN) to classify automatically the comments based on manually annotated training data.

After parameter optimization, the neural network achieves an accuracy between 52.7 and 65.2 percent on real-world data, which is reasonable given the high number of classes. The findings also indicate that prior work has not captured all the facets of online corporate reputation.

For practical purposes, the authors provide a comprehensive classification framework for online corporate reputation, which companies and organizations operating in various domains can use. Moreover, the authors demonstrate that using a limited amount of training data can yield a satisfactory multiclass classifier when using CNN.

This is the first attempt at automatically classifying online corporate reputation using an online-specific classification framework.

Competitive universities try to improve their reputation to attract the best students as university reputation is a significant factor affecting the decision of a student. In this context, universities need a systematic management plan to improve their reputation among the stakeholders. This study aims to identify the factors affecting university reputation with the University Reputation Model. This model includes quality of services, emotional appeal, employee competence, academic leadership, student orientation, and social responsibility as possible factors affecting university reputation. .

Survey methodology was used in the current study. A total of 1000 questionnaires were collected from the stakeholders: students, alumni, academic and administrative staff. A structural equation modeling technique was used to analyze the data.

According to the results, quality of services and emotional appeal affect university reputation directly. Furthermore, employee competence, academic leadership, and student orientation have indirect effects on university reputation with the mediating effect of quality of services. Besides, emotional appeal mediates the effect of student orientation and social responsibility on university reputation.

A University Reputation Model is developed to explore significant direct and indirect effects of employee competence, academic leadership, student orientation, and social responsibility on the quality of services, emotional appeal, and university reputation. Furthermore, a measurement instrument applicable to various stakeholders of a university is developed. Additionally, large-scale data is collected from the stakeholders in Turkey to increase the validity of the findings.

The present aims to examine whether interindividual differences in consumers’ shopping orientations reflect a stable consumer disposition (i.e. chronic shopping orientation; CSO). Furthermore, it examines whether this disposition influences consumers’ evaluations of retailer communication. Consumers may shop under an experiential or a task-focused shopping orientation.

This research builds on four studies; three were conducted online and one was conducted in the laboratory. Study 1 applied a longitudinal design, Studies 2 and 3 applied a cross-sectional design and Study 4 applied an experimental design.

Study 1 shows that CSO is stable over time. Study 2 finds that interindividual differences in CSO are stable across different retail domains. Studies 3 and 4 demonstrate that experiential shoppers prefer stimulation-oriented claims, whereas task-focused shoppers prefer efficiency-oriented claims.

The value of shopping orientation for customer segmentation and tailored marketing largely depends on whether interindividual differences in CSO are stable. The present research is the first to demonstrate that CSO, indeed, exists as a stable consumer disposition. In addition, the research demonstrates that shopping orientation moderates the evaluation of retailer communication. Overall, the results demonstrate that CSO is a valuable construct for customer segmentation and tailored communication in retailing.

The renascent focus on strategy in social movement research has made important contributions to our understanding of organizational dynamics, but has not been systematically applied to relational dynamics within movements as a whole. We begin to bridge that gap by presenting a framework for mapping the relative strategic positions of multiple collective actors along two dimensions of strategic orientation: the depth of challenge promoted and the breadth of appeal cultivated. This framework integrates a wider range of collective actors into analyses, and identifies distinct movement roles and contributions associated with different strategic positions. More importantly, the framework facilitates analysis of the overall distribution of actors across a movement and the nature and extent of linkages among them – what we refer to as strategic articulation. Drawing on a breadth of secondary research, we identify characteristics of movement distributions that facilitate stronger articulation and draw out their implications for intramovement relational dynamics – such as the balance between cooperation and competition, and the extent to which flanks are integrated or isolated.

Although saving for retirement is critical, many people are reluctant to contribute money now in anticipation of a future event, namely their retirement. This study aims to investigate the interaction effect between message frame and message appeal on individual preparedness for retirement, specifically in terms of an individual’s willingness to contribute to retirement savings.

Across three studies, the authors show that message frames with a gain-orientation are more persuasive when self-oriented rather than oriented towards socially distant others. In Study 1, the authors use a 2 (gain-loss message frame) × 3 (self, close-other, distant-other message appeal) experimental design with ad copy manipulating the scenarios. In Study 2, the authors replicate and extend Study 1 to validate the findings. In Study 3, the authors overlay life-stage to determine how consumers differ in terms of their willingness to contribute to retirement.

Across the studies the authors find that message frame and message appeal influence consumer preparedness for retirement. The authors investigate these effects in terms of willingness to contribute to retirement savings (Studies 1–3) as well as satisfaction with retirement savings, anticipated retirement enjoyment, positive emotions and negative emotions (Studies 1 and 2).

While a substantive amount of research has been devoted to retirement planning, gaps remain as to the efficacy of communication message strategies on influencing retirement preparedness. This research seeks to contribute towards this literature stream by uncovering the ways in which individuals can be encouraged to contribute towards retirement planning.

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors.

Three experiments examine how different cultural backgrounds, either individualistic or collectivistic, influenced microlenders’ prosocial behaviors, including the amount of microlending, the willingness to help and the length of commitment. Further, the moderating role of future orientation among individualists is investigated.

Results indicate that cultural differences influence prosocial microlending differently such that individualists give less to people in need compared to collectivists. Further, the author found that future orientation helps lenders in individualistic culture to improve prosocial microlending behaviors.

This paper emphasizes the role of cultural background and future orientation in promoting lenders’ prosocial giving in the context of microlending. The results assist social marketers to understand how to motivate giving behaviors via microlending among lenders in different cultures depending on future orientation.