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The aim of this research is to explore content, traffic and visibility on four social platforms to boost social visibility.

The study explores content, traffic and visibility in the context of Spanish beer brands. A sample of 3,332 beer brands' social media (SM) sites, specifically the four most commonly used platforms amongst Spaniards, was analysed. An inductive content analysis by a panel of experts identified the main contents. A cluster analysis then divided the significantly different beer brand SM sites, and a Kruskal–Wallis test confirmed the significant differences by content and traffic. To determine and predict SM visibility, a binary logistic regression was conducted.

The findings reveal that traffic is not significantly correlated with social visibility. Moreover, the SM sites with the highest traffic show significant leisure content. Twitter is significantly different network in traffic and content, whilst YouTube is the best for boosting social visibility.

The study's findings constitute valuable information in understanding how content, traffic and visibility are correlated and help in managing brands' public presence and exposure on SM.

This study contributes to the existing literature by exploring four SM platforms (Twitter, Instagram, YouTube and Facebook), two dimensions of SM interactions (traffic and social visibility) and three main focal points of contents (leisure, product and promotion). This research bridges the gap amongst content, traffic and social visibility and ascertains how to gain traffic and boost social visibility.

Brand prominence describes the conspicuousness of a brand on a product. The purpose of this research is to investigate the types of brand prominence variation.

Utilizing an exploratory approach, 20 in-depth interviews were conducted where respondents created five outfits for anticipated social scenarios. The prominence of brands on these outfits were photographed, catalogued and qualitatively analyzed for thematic variation. Then, the brand prominence data points were quantitatively content analyzed.

The results from the qualitative analysis is an organizing framework describing three major types of brand prominence variation: brand visibility, brand frequency and brand distribution. In addition, heat maps were generated to visually display the prominence of brands distributed on the individual’s body. Subsequent results from the quantitative content analysis revealed that brands on shoes and pants were most likely to display significant levels of prominence in relation to frequency and visibility dimensions. Significant differences across participant demographic groups were also found in terms of the brand visibility.

This new information on brand prominence variation provides business brand managers with insight on how to measure and monitor their own levels of brand prominence displays. They, in turn, can engage in more strategic placement and prominence of their brands in the future production of fashionable clothes, shoes and accessories.

The conspicuous consumption literature has long been interested in studying how consumers display their brands. The current study demonstrates how consumer researchers can measure brand prominence variation and therefore gain better insight on the consumer who engages in conspicuous consumption via brand prominence variation.

The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.

Based on the literature review, a more comprehensive list of branding strategies is proposed. A content analysis of 600 randomly selected brands, 200 from each sector, is performed. The branding strategies used in the three sectors are explained and MANOVA is conducted to test the hypotheses about differences in the branding strategies across the three sectors.

The results reveal that the branding strategies vary across the three sectors. Single corporate brand strategy is predominantly used for durables and credence services. On the other hand, in case of FMCG and experience services, individual brand type endorsed by the corporate brand type is the most frequently used branding strategy. Thus, there is a trend towards corporate branding as corporate brand type is popular in all the sectors. Also, other than the single corporate brand strategy, as in case of durables and credence services, single brand type strategy is rarely used. For FMCG brands and experience services brands, companies are trying to leverage brand equity of two or more brand types.

The paper offers insights for designing branding strategies when branding a product/service. Brand managers may rely on corporate brand type when risk associated with a purchase is high, as in case of durables and credence services. However, when the risk associated is low, as in case of FMCG and experience services, individual brand type may be preferred, but at the same time, it should be endorsed by corporate brand type.

This study adds value to the growing body of literature on branding strategies by identifying a more comprehensive and simplistic list of branding strategies which is a major contribution of the paper. Further, this is one of a very few empirical studies on branding strategies and is a pioneering attempt to evaluate the branding strategies in the FMCG vis‐à‐vis services vis‐à‐vis durables sectors. It empirically substantiates that the three sectors are heterogeneous among themselves and homogeneous within themselves with respect to their branding strategies.

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image.

The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget.

The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives.

The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results.

The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media.

The paper uses data from howsociable.com to portray similar luxury wine brands in multi‐dimensional space. To identify the associations between the brands and the social media visibility indicators, the paper uses correspondence analysis.

The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy.

The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their marketing strategies; also some threats may exist to these brands should they take a laissez faire approach to social media, particularly when social media are becoming as influential, if not more so than conventional media.

Brands can take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers may not fully be able to control the destinies of these brands, this paper suggests that the approaches followed in this particular research will present brand managers with a tool that will assist them in directing conversations that occur around their brands.

Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired social-self and visibility (conspicuous vs inconspicuous) in predicting consumers’ intention to “Like” political brands. The authors extend knowledge on the undesired social-self and transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites.

The authors gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to “Like” political brands under different visibility conditions.

Data support the theorized relationship of the undesired social-self with social anxiety intention to “Like” when “Liking” is conspicuous. However, data also indicate that all users – irrespective of proximity to the undesired social-self – prefer to “Like” inconspicuously.

The research is limited by the generalizability of the specific context and the use of self-report measures.

Political marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous.

The authors provide the first examination of the undesired social-self in driving behaviour under different visibility conditions. Furthermore, the authors challenge the extension of existing knowledge of the self-concept within political marketing, based on the “norm” for consumers’ to avoid disclosing political views publically.

The purpose of this paper is to investigate the way that Saudi universities are engaging their audience via social media platforms by means of the five meaningful themes: visibility, branding, authenticity, commitment, and engagement. The study will answer the questions: how do Saudi universities exploit social media platforms to engage their target audience? What are the recommendations for Saudi universities toward maximizing the value of social media engagement?

A content analysis approach was used to study all Saudi universities (26 public, 11 private). Facebook, YouTube, LinkedIn and Twitter were the anticipated social media platforms in this study.

The results showed that Twitter is the most frequently used platform to communicate with audiences. While visibility in the anticipated social media platforms was high, the engagement was lacking. On the other hand, authenticity and branding in the anticipated social media platforms were medium, while commitment was low except on Twitter. In general, the private universities exceed the public universities in terms of visibility, branding, authenticity, commitment and engagement in the anticipated social media platforms, which indicates their attention on gaining their audience’s satisfaction, a dynamic of trust which will lead to maintaining current relationships or building new ones.

Since there are few studies in the field regarding social media platforms usage by Saudi universities, this study aims to understand how Saudi universities are utilizing social media platforms to engage their audiences and propose recommendations for how Saudi universities can build value from social media platforms.

The purpose of this paper is to investigate how three dimensions of retailer brand architecture – share or retailer brands, quality of retailer brands and visibility of retailer brands – affect consumer intention to shop at stores

A conjoint analysis is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design

Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands.

The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real world.

Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts.

The paper is innovative in isolating the effect of dimensions of retailer brand architecture on consumer store preference.

The purpose of this paper is to investigate the correlation between customer experience and brand equity for a homestay establishment in Eastern Taiwan.

Visitors staying at Yuehetang Rural Residence (YRR) during the month of January 2013 were surveyed, and the data were analyzed using descriptive statistics, reliability analysis and typical correlation.

Visitors demonstrated a very high level of overall satisfaction with their homestay experience (4.43-4.84), especially in terms of YRR’s ability to evoke feelings of being moved or touched, and of pleasure, excitement and satisfaction. Similarly, YRR’s brand equity was rated very high (3.98-4.67). Responders particularly felt that YRR’s image of prioritizing environmental protection and the quality of its lodgings were unique sources of added value and, therefore, factors in creating its healthy brand equity, despite the fact that it was rated low in terms of visibility to homestay-hunting customers. The correlation coefficient between experience and brand equity was 0.742, indicating a high degree of positive correlation. The correlation between customer loyalty and brand equity was also quite high, followed by, in decreasing order of strength, the correlations between brand equity and the environment-friendly image, the quality of lodging, organic farming and visibility.

YRR’s core business value is environmental protection, a factor which, in today’s increasingly environment-conscious world, has unsurprisingly contributed heavily to its brand equity and customer loyalty. YRR and other homestay operators can utilize the findings of this paper to enhance visitor experience and their own brand equity.

This paper is one of the first articles in the homestay experience field that offers content that environmental protection is an important factor to brand equity. It also offers numerous theoretical and practical implications.

This paper aims to investigate the relevance of each variable such as brand attitude, brand awareness, brand visibility (BV), brand integrity (BI), brand reputation and brand performance through direct and intervening testing, so that the research has theoretical implications for the development of modern marketing science while having managerial implications for Apple product companies through model development what has been done by Pantea Foroudi.

This research is the development of Pantea Foroudi’s research. The original side of this study adds BI variables and BV as an intervening variable. The research analysis method uses partial least square, which is the process with Smart-PLS Software. The sampling method uses purposive random sampling with data collection using e-survey. This study also involved 395 samples of apple product brands in Makassar, Indonesia. This research was conduct from March to October 2018.

The 14 line analysis that the authors submitted, both tests were carried out directly or intervening. A total of 11 predictions stated significant influence while BV and brand awareness did not affect the brand reputation. Brand awareness also does not affect brand performance by making brand reputation an intervening variable.

The original side of the research adds a variable that is considered very important, namely, BI and BV.