The purpose of this study is to propose a theoretical model of how content-related factors, social factors and perceptual factors influence consumer engagement in brand…
The purpose of this study is to propose a theoretical model of how content-related factors, social factors and perceptual factors influence consumer engagement in brand social networking sites (SNSs) pages and further how consumer engagement behavior influences the customer–organization relationship.
This study used an online and offline questionnaire to conduct empirical research and collected and analyzed data of 430 samples by using the structural equation modeling approach.
The result showed that all three factors, i.e. content-related factors, social factors and perceptual factors, had positive influence on consumer engagement. Further, the result also showed a positive influence of consumer engagement on the customer–organization relationship. Another important thing the study found was that social media users mostly engage in consuming the content and contributing.
This study has considered one popular SNS: Facebook. As the usage purpose and features of different SNSs vary, the future research should be directed by taking other popular SNSs, such as Twitter and LinkedIn, to gain a broader insight of consumer engagement on other brand SNS pages. Further, the present study has stressed on the exploring the quality of customer–organization relationship as the major outcome of consumer engagement on brand SNS pages. Therefore, the future study should be directed toward measuring the relationship between consumer engagement and other important outcomes, such as brand advocacy behaviors, positive word-of-mouth behaviors and brand loyalty.
This paper suggests strategies for consumer engagement through SNSs, especially Facebook advertisements. First, the study has identified content-related factors, social factors and perceptual factors which will help the managers to set strategies for engaging new and prospective consumers on brand SNS pages. Second, it also describes how the online activities of consumers on brand SNS pages strengthen the relationship between customer and organizations. This conception will definitely help marketing managers to develop quality relationship with their existing and new customers.
The novelty of this study is that it attempts to explore the combined effect of content-related factors, social factors and perceptual factors on consumer engagement and also explores the nature and specific types of engagement behavior on brand SNS pages.
Digital technologies have become indispensable in businesses and are gaining attention in academic institutions context too. Digital technological ecosystems provide a…
Digital technologies have become indispensable in businesses and are gaining attention in academic institutions context too. Digital technological ecosystems provide a platform to communicate and share their products and services to existing and potential customers. Entrepreneurial startups and companies face internal and external challenges utilizing social media technologies to commercialize their business ideas. The purpose of this paper is to identify opportunities and challenges faced by academic entrepreneurs' startups.
This research has adopted a qualitative approach comprising of semi-structured in-depth interviews with academic entrepreneurs’ startups to find the main challenge they face using social media platforms. The purpose was associated with an exploratory type of study and also included a prominent unified theory of acceptance and use of technology (UTAUT) and technological opportunism (TO) model. The research respondents were 23 academic entrepreneurs startups who were chosen applying purposive sampling. Respondents were given a set of a questionnaire consisting of close-ended questions that are five-point Likert scale. The questionnaire included various parameters to measure the social media challenges the academic entrepreneurs’ startups undergo in the initial phase of their businesses.
The study identified that business-to-customer relations, brand, reputation, competition and cultural and language influence digital technologies entrepreneurship. While, the findings discovered the extended research model has a positive influence on academic entrepreneurs' intentions to use digital technologies media platforms. The outcome of this paper has thrown more light on which issues are there in digital technologies entrepreneurship, the determinants and actual usage advantages from UTAUT model and TO model that could be properly employed to solve issues of digital technologies media platforms and the potential concerning the adoption and use of digital technologies.
The study of academic entrepreneurs' startups can be considered original in nature. There is dearth of standard literature in the upcoming area of academic entrepreneurship. Governments are taking initiatives to promote academic entrepreneurs' startups, and the findings will be able to give them a right direction.
YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos…
YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supersede consumer’s logical and pragmatic responses to create the unbreakable bond with a brand.
The study has taken online video advertisements which were uploaded on YouTube by different companies. The advertisements considered for the study were selected on three criteria: having more than 1,00,000 subscribers; videos having Indian advertisements; and have released at least one popular advertisement of minimum 1,00,000 views monthly in the period January 1-December 31, 2016. Random sampling method was used. Content analysis of 150 video advertisements was done to assess the influence of positive and negative emotions on consumer engagement. Multiple regression method is used taking the stepwise method.
The present study focused on emotional aspects of the advertisement that induce consumer engagement through SNS. The marketing strategies mainly focus on rational aspects as well as emotional aspects. The study suggests that in emerging economy like India, people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study so as to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement.
The present study aims at measuring ripple effect of the emotional appeals on ads and also tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the marketers to determine the context in which it can be applied. For this purpose, YouTube video ads from India have been taken as the object of study from different industries.