Search results
1 – 10 of over 2000Amélia Brandão, Eva Pinho and Paula Rodrigues
The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of…
Abstract
Purpose
The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook.
Design/methodology/approach
Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling.
Findings
Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI.
Practical implications
The results identified the factors which brand managers should focus on to increase CBE on Facebook.
Originality/value
This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.
Propósito
Esta investigación analiza el antecedente (compromiso del consumidor) y las consecuencias (conexión con la marca e intención de uso de marca) de las tres dimensiones del compromiso del consumidor con la marca (procesamiento cognitivo, afectivo y activo) en el compromiso con la marca de lujo en Facebook.
Diseño/metodología/enfoque
Los datos se obtuvieron a través de un cuestionario online de los seguidores de varias páginas de marcas de lujo en Facebook. El estudio empírico se realizó utilizando un modelo SEM.
Hallazgos
El compromiso del consumidor tiene un impacto positivo en las tres dimensiones del compromiso del consumidor con la marca (procesamiento cognitivo, afectivo y activo). Esto lleva a concluir que los procesos activo y afectivo tienen un impacto tanto en la conexión con la marca como en su intención de uso. Además, se constató que el proceso cognitivo sólo afecta a la intención de uso de la marca.
Implicaciones prácticas
Los resultados identificaron los factores en los que los directores de marca deberían centrarse para aumentar el compromiso del consumidor hacia la marca en Facebook.
Originalidad/valor
Este estudio es pionero, dado que extiende el modelo de compromiso del consumidor al contexto de las redes sociales en una categoría de consumo hedónico y ostentoso que incluye a bienes y servicios como las marcas de lujo.
Details
Keywords
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.
Details
Keywords
Youngjoo Na and Jisu Kim
The purpose of this paper is to analyze the post type of the official account of the Korean fashion brands on Instagram and to analyze the images and keywords according to the use…
Abstract
Purpose
The purpose of this paper is to analyze the post type of the official account of the Korean fashion brands on Instagram and to analyze the images and keywords according to the use of the hashtag in it. This study also will provide data of how fashion brands use the new media of Instagram and how they promote it.
Design/methodology/approach
This study investigated the types of postings and keywords of hashtag(#) of fashion brand’s official Instagram account in order to analyze the post type and keyword. In total, six apparel brand companies were selected, with two in each of three categories (classic casual brand, outdoor sports brand and designer character brand), and seven types of postings were classified (lookbook and product, collection, broadcasting ads, brand issue, sensibility pictures, sponsorship and event). The frequencies were collected according to their types that were confirmed by four fashion major specialists.
Findings
First, the proportion of the types of postings varied according to the characteristics of the brand. Second, the six brands used keywords of a symbol because it is important to convey brand identity. Third, the sensibility keywords of each brand were investigated, and one of the designer character brands used only practical keywords without sensibility keywords. Fourth, this study examined the number of Instagram hashtags and hearts to determine if the reaction was in alignment with the marketing trends of the company’s official Instagram account and consumers. One of the classic casual brands, one of the outdoor sports brands and both designer character brands showed a high proportion of types of posts on Instagram that well matched with consumer response. As a hypothesis of this study, it was supported that the posting types of images and hashtags will be different according to the characteristics of brand.
Originality/value
Instagram is the fastest growing social network service (SNS) globally, especially among young adults. Instagram is noted for its strong SNS marketing but it has not been well researched in the apparel industry. The study results will help improve the brand image and promotion by using official Instagram account in the apparel industry.
Details
Keywords
Abstract
Details
Keywords
Mandakini Paruthi, Harsandaldeep Kaur, Jamid Ul Islam, Aaleya Rasool and George Thomas
This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating…
Abstract
Purpose
This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable.
Design/methodology/approach
To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed through structural equation modelling.
Findings
Results corroborate brand relationship quality and consumer community identification as critical drivers of consumer engagement on the online platforms. The results further reveal a positive association between consumer engagement and brand love which consequently foster positive word of mouth. The findings also corroborate the partial as well as full mediating role of consumer engagement on different proposed associations.
Originality/value
This study offers an in-depth insight of specific motivations to engage consumers in the virtual domain, make them adore their brands and spread a positive word. All of these outcomes are crucial in offering competitive advantages to firms. This study validates the relevance of consumer engagement interactions in contemporary firms’ relationship marketing strategies.
Details
Keywords
Moreno Frau, Francesca Cabiddu, Luca Frigau, Przemysław Tomczyk and Francesco Mola
Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how…
Abstract
Purpose
Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how emotions are correlated in problematic social media interactions and explore their role in IVF.
Design/methodology/approach
By combining a text mining algorithm, nonparametric Spearman's rho and thematic qualitative analysis in an explanatory sequential mixed-method design, the authors (1) categorize customers' comments as positive, neutral or negative; (2) pinpoint peaks of negative comments; (3) classify problematic interactions as detrimental, contradictory or conflictual; (4) identify customers' main positive (joy, trust and surprise) and negative emotions (anger, dissatisfaction, disgust, fear and sadness) and (5) correlate these emotions.
Findings
Despite several problematic social interactions, the same pattern of emotions appears but with different intensities. Additionally, value co-creation, value no-creation and value co-destruction co-occur in a context of problematic social interactions (peak of negative comments).
Originality/value
This study provides new insights into the effect of customers' emotions during IVF by studying the links between positive and negative emotions and their effects on different sorts of problematic social interactions.
Details
Keywords
The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine…
Abstract
Purpose
The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills.
Design/methodology/approach
This research applies a qualitative approach of thematic content analysis of a total of 49 micro and nano-homefluencer's contents in beauty fashion, clothing, workout-yoga, food and lifestyle sectors on Instagram.
Findings
The findings of this study identify the main five themes of homefluencers by analyzing UGC in the new normal portraying both positive and negative comments incorporating four manners of product placement as a framework backed by two identified skills: relevance and relationship.
Research limitations/implications
This research pioneers the study on how SMIs as “homefluencers” can adapt product placement skills in crises strengthening UGC by proposing a framework in the existing influencer marketing literature, where research is scarce.
Practical implications
The findings of this research represent a guideline for effective SMI marketing development in the new normal and post-COVID. Based on the findings, recommendations are provided for the brand managers and influencers uplifting UGC blending skill of relevancy and relationship in product placement.
Originality/value
The author has contributed to the body of research by qualitatively analyzing how “homefluencer's” product placement in a crisis period can manage consistency and humanitarian association amplifying UGC and the practical implications in post-COVID.
Details