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1 – 10 of over 2000Rania B. Mostafa and Mohamed Sobhy Temerak
This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically…
Abstract
Purpose
This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.
Design/methodology/approach
Data from 283 FBBP users were analyzed using structural equation modeling with partial least squares.
Findings
The findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.
Originality/value
This paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.
Practical implications
This paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.
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This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention.
Abstract
Purpose
This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention.
Design/methodology/approach
This research develops a framework and a few research hypothesis based on available literature on the concept of aesthetics, aesthetic attribute of websites and CBE, as well as other reliable resources, relevant theories, wherever required and tested it on the data collected from 400 respondents of the Y generation (Gen Y) of India by means of structural equations modelling using SPSS AMOS 21.
Findings
The findings indicate that expressive aesthetics of the brand Web pages of the beauty products is positively associated with drawing attention. Expressive aesthetics and classical aesthetics together explained 16% of the variance in attention. This indicates that aesthetic attributes indeed play a role in drawing the attention of the customer. However, mere attention is not sufficient to form the behavioural intention in the customer to engage with that particular brand unless the customer does get fully absorbed with aesthetic attributes of the brand Web pages.
Research limitations/implications
The outcome of this research is based on the view of only 400 Gen Y individuals from the city of Indore in India. This limits its generalizability across India and other country context. This study makes important contribution to brand website aesthetic and CBE literature by empirically investigating the concept of brand website aesthetics as important in interactive marketing approach to initiate CBE intention formation. It further argues that cognitive engagement is the first and foremost engagement dimension and underscores aesthetic attributes as important in forming the customer first perception based on which subsequent CBE behavioural intention develops.
Originality/value
This research adds novel insight in the relationship of the brand website aesthetic attributes and CBE by studying the impact of the aesthetic attribute of brand Web pages on the two cognitive elements, namely, attention and absorption and further its effect on brand behavioural intention taking as sample of Gen Y of India.
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Fereshte Rasty and Raffaele Filieri
Consumers’ digital engagement can bring various benefits to both brands and consumers. Besides, few studies investigated the outcomes of engagement with restaurant brands on…
Abstract
Purpose
Consumers’ digital engagement can bring various benefits to both brands and consumers. Besides, few studies investigated the outcomes of engagement with restaurant brands on Instagram. Therefore, this study aims to examine the effect of consumer engagement (CE) with restaurant brands on consumer-related factors (namely, consumer’s brand knowledge, perceived enjoyment and consumer social interaction) and brand-related factors (namely, e-WOM and brand reputation), as well as the mediating role of consumer-related factors.
Design/methodology/approach
The sample consisted of 394 Instagram followers of restaurant/coffee shop brands, and covariance-based structural equation modeling and bootstrapping were used to assess the hypothesized relationships.
Findings
The results show that CE with restaurant brands on Instagram enhances brand-related outcomes as well as consumer-related outcomes. Moreover, consumer-related factors partially mediate these relationships.
Practical implications
The findings of this study provide insights for restaurant managers and digital marketers to stimulate consumer-brand engagement.
Originality/value
To the best of the authors’ knowledge, this study is among the first that examines the effect of CE with restaurant brands on consumer- and brand-related outcomes on Instagram. The context of the study is Iran, which adds to the literature on CE that mainly focuses on developed countries.
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Md Sajjad Hosain and Abdullah Mohammad Ahshanul Mamun
This study intends to explore the connection between Facebook-based social media marketing (FSMM) and Facebook-based online purchase order (FOPO) for 20 popular online fashion…
Abstract
Purpose
This study intends to explore the connection between Facebook-based social media marketing (FSMM) and Facebook-based online purchase order (FOPO) for 20 popular online fashion retail brands across three South Asian countries: India, Pakistan and Bangladesh. FSMM was further divided into four components: Perceived trust (PT), Perceived informativeness (PInf), Perceived interactivity (PInt) and Perceived benefit (PB).
Design/methodology/approach
The authors selected 20 popular Facebook-based online fashion brands involved in clothing and fashion accessories businesses in those three countries. Later, the authors purposively selected 114 region-based Facebook page administrators (admins) responsible for operating those brands' Facebook pages and taking Facebook-based online orders. The authors collected primary data from those admins as respondents through a structured survey instrument. The authors applied SPSS 25 for descriptive analysis and a covariance-based structural equation modeling (CB-SEM) (through AMOS 25) for testing the hypothesized relations.
Findings
Based on the valid responses and application of proper statistical measures, it was revealed that three FSMM components: PT, PInf and PB have significant positive relationships with FOPO, while PInt has an insignificant relationship with FOPO.
Originality/value
South Asia is a growing business hub and the largest consumer market in terms of population. This study was conducted to identify the relationship between FSMM and FOPO in the three most prominent South Asian countries. As the first study was undertaken ever on customer perceptions of FSMM in a multi-country South Asian context, this paper is expected to be helpful for academics in conducting further empirical investigations on Facebook-based marketing as well as practitioners and policymakers in formulating and implementing Facebook-based marketing strategies.
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Hasan Yousef Aljuhmani, Hamzah Elrehail, Pelin Bayram and Tariq Samarah
This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role…
Abstract
Purpose
This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context.
Design/methodology/approach
The research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected.
Findings
Using the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty.
Originality/value
This study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.
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Kofi Osei-Frimpong, Brigid A. Appiah Otoo, Graeme McLean, Nazrul Islam and Lebene Richmond Soga
This study examines some pertinent individual-level factors and consequences of consumers' continuous social media brand engagement (SMBE) practices. Further, this study examines…
Abstract
Purpose
This study examines some pertinent individual-level factors and consequences of consumers' continuous social media brand engagement (SMBE) practices. Further, this study examines the moderating effect of other-efficacy to deepen the understanding.
Design/methodology/approach
Online survey data collected from 785 respondents, through a convenience sampling technique on Facebook, was analyzed through structural equation (SEM) modeling with AMOS 23.0.
Findings
The findings suggest that compatibility with lifestyle, perceived information quality and escapism, which significantly drive consumers' continuous engagement with brands on social media. However, perceived enjoyment does not. Other-efficacy duly moderates consumers' continuous SMBE practices. While continuous SMBE significantly drives consumer-based brand equity (CBBE), continuous SMBE does not have any significant relationship with consumers' subjective well-being (SWB).
Research limitations/implications
This study reports robust findings on the effects of individual-level factors that drive consumers' continuous SMBE practices. However, the study only focused on Facebook brand pages. This is a limitation for generalizability of results because the research did not take a holistic view of all types of social media.
Practical implications
The research suggests a need for managers to project their brands and share relevant and stimulating information throughout their continuous SMBE with consumers to build strong consumer–brand relationships. Managers should also engage consumers with interesting social media messages as well as both informative and transformative creative strategies to excite them. This will further give consumers a reason to continuously interact with the brand on social media platforms.
Originality/value
This study is one of the very few works to tease out pertinent factors that drive consumers' continuous SMBE practices. The paper integrates the consumer-level factors and moderating effects of other-efficacy through the lens of Social Cognitive Theory (SCT) and Uses and Gratification Theory (UGT) to make a significant contribution to the SMBE literature.
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Charitha Harshani Perera, Long Thang Van Nguyen and Rajkishore Nayak
The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important…
Abstract
Purpose
The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity creation in the higher education sector. Drawing from social identity theory, this study identifies how higher education institutions develop customer-based brand equity using social media marketing and social brand engagement, taking cross-comparison between high and low subjective norms.
Design/methodology/approach
A survey was used to collect data from a sample of 936 undergraduates of private higher education institutions in Sri Lanka and Vietnam. These data were gathered using purposive sampling, and in testing the hypothesis and structure among the variables, structural equation modeling was used to determine the relationship between the study variables.
Findings
For the conceptual framework, the authors found that the structural equation model complies with the empirical data. The structural equation model shows that social brand engagement mediates the relationship between user-generated content, firm-generated content and brand equity. Further, the subjective norms were found to moderate the relationship between user-generated content, firm-generated content and social brand engagement, highlighting that the lower the subjective norms the higher the influence on social brand engagement as students receive low pressure and influence from external parties.
Research limitations/implications
The study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from the perceptions of undergraduates in public higher education institutes. Future researchers could widen the diversity of service settings in the sample and replicate this investigation to discover if the results are consistent across the whole services sector.
Originality/value
The current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.
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Adnan Muhammad Shah and Mudassar Ali
Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical…
Abstract
Purpose
Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.
Design/methodology/approach
This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.
Findings
The findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.
Originality/value
This study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.
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Salahuddin Ahmed, Sapna Singh and Nagaraj Samala
Online brand is becoming a popular and major gateway for consumers for booking various services specifically when they travel for several purposes. The present study aims to…
Abstract
Purpose
Online brand is becoming a popular and major gateway for consumers for booking various services specifically when they travel for several purposes. The present study aims to explore whether exposure to two separate yet similar modes of communication intervene consumer's brand trust and their subsequent loyalty intention toward the brand. The study further aims to investigate whether consumer's price consciousness has any influence on association between brand trust and brand loyalty in the process of decision -making.
Design/methodology/approach
The present study follows a different approach to data collection. The data have been retrieved from online brand (Oyo) page on Facebook through Google Form application. In all, 289 useable responses were retrieved from the travelers aged between 18 and 30. Structural equation modeling using SPSS 25.0 and Amos 26.0 has been applied to examine the effects of brand communication and online reviews on brand loyalty through brand trust.
Findings
Empirical evidence supports that even after having strong brand communication, online reviews play a crucial role in consumer's brand loyalty through brand trust. The study further reveals that price consciousness acts as a significant moderator in the relationship between consumer's brand trust and brand loyalty.
Practical implications
The current research contributes to the online brand and marketing knowledge by empirically showing the pertinence of consumer–brand relationship in an online brand context through a parsimonious model by examining how the two distinct mechanisms of communication influences consumer brand trust and loyalty intention.
Originality/value
The parsimonious framework of consumer–brand relationship adds to explicating the dual marketing challenges of communication and to draw a positive consumer response (i.e. consumer brand loyalty). The study attempts to examine the impact of two distinct yet identical modes of communication which facilitate shaping consumer brand trust that reinforce the strategic value of the circumstance and equips it with solid theoretical structure within an endeavor of the strategic significance of online brand managers.
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Sebastian Robson and Snehasish Banerjee
With the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience to their online fan base by connecting with them across multiple…
Abstract
Purpose
With the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience to their online fan base by connecting with them across multiple social media platforms. This paper explores the relationship between brand posts' characteristics and popularity for start-ups across four different social media platforms: Facebook, Twitter, Instagram and LinkedIn.
Design/methodology/approach
A total of 1,200 social media posts from 10 start-ups were subjected to content analysis. Regression analysis was employed with brand posts' popularity (likes, comments and shares/retweets) as the dependent variable.
Findings
The results reveal several nuances in brand post popularity for start-ups across Facebook, Twitter, Instagram and LinkedIn. Antecedents of the popularity measures of likes, comments and shares/retweets also fared differently.
Originality/value
The paper reports one of the earliest empirical studies to better understand how the qualities of brand posts are related to their appeal across multiple social media platforms. It advances the literature on social media marketing and offers insights to social media managers of brands, particularly start-ups, on how to offer smoother customer journeys across numerous digital touchpoints.
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