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The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media.

This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the brand.

The findings illustrate the influence of digital mass communication sources on the subsequent spread of information about a brand via social media channels and the impact of the social spread of false claims on brand sentiment. This study illustrates the value of social media listening and sentiment analysis for brands as an ongoing business practice.

While it has long been known that media coverage is in part subsequently diffused through individual sharing, this study reveals the potential for media sentiment to influence sentiment toward a brand. It also illustrates the potential harm brands face when false information is spread via media coverage and subsequently through social media posts and conversations. How brands can most effectively correct false brand beliefs and recover from negative sentiment related to false claims is an area for future research.

This study suggests that brands are wise to use sentiment analysis as part of their evaluation of earned media coverage from news organizations and to use social listening as an alert system and sentiment analysis to assess impact on attitudes toward the brand. These steps should become part of a brand’s social media management process.

Media are presumed to be impartial reporters of news and information. However, this study illustrated that the sentiment expressed in media coverage about a brand can be measured and diffused beyond the publications’ initial reach via social media. Advertising positioned as news must be labeled as “advertorial” to ensure that those exposed to the message understand that the message is not impartial. News organizations may inadvertently publish false claims and relay information with sentiment that is then carried via social media along with the information itself. Negative information about a brand may be more sensational and, thus, prone to social sharing, no matter how well the findings are researched or sourced.

The value of the study is its illustration of how false information and media sentiment spread via social media can ultimately affect consumer sentiment and attitude toward the brand. This study also explains the research process for social scraping and sentiment analysis.

This study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.

Self-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.

Compared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.

Relevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.

The results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.

The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.

Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.

A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.

This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.

The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.

This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.

This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty.

A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA).

Findings indicate that social media marketing activities strongly and positively influence self-brand connection, brand equity and brand trust. Moreover, brand loyalty was strongly and positively influenced by self-brand connection, brand equity and brand trust. Moreover, the findings from fsQCA indicate that three causal paths lead to a high level of brand loyalty, and one causal path determines a low level of brand loyalty.

This research extends current knowledge by bridging the literature between social media marketing activities and branding using self-brand connections. Additionally, this study uses the strength of two complimentary methods – symmetrical and asymmetrical modeling – to uncover how social media marketing activities bridge customer-brand relationships.

Este estudio examina las interrelaciones entre las actividades de marketing en redes sociales, las conexiones de marca propia, el valor de la marca, la confianza y la lealtad.

Se recopilaron 402 respuestas válidas de Amazon MTurk, y los datos fueron sometidos a PLS-SEM y análisis cualitativo comparativo con conjuntos difusos (fsQCA).

Los resultados indican que las actividades de marketing en redes sociales influyen fuertemente y de manera positiva en la conexión de marca propia, el valor de la marca y la confianza en la marca. Además, la lealtad a la marca es influenciada fuerte y positivamente por la conexión de marca propia, el valor de la marca y la confianza en la marca. Además, los resultados de fsQCA indican que tres vías causales conducen a un alto nivel de lealtad a la marca, y una determina un bajo nivel de lealtad a la marca.

Esta investigación amplía el conocimiento actual al vincular la literatura entre las actividades de marketing en redes sociales y el branding utilizando conexiones de marca propia. Además, este estudio utiliza dos métodos complementarios – modelado simétrico y asimétrico – para descubrir cómo las actividades de marketing en redes sociales construyen las relaciones entre cliente y marca.

本研究探讨社交媒体营销活动、自我品牌连接、品牌资产、信任和忠诚度之间的相互关系。

从亚马逊MTurk收集了402个有效回复, 并对数据进行了PLS-SEM和模糊集合质性比较分析 (fsQCA) 的处理。

研究发现, 社交媒体营销活动对自我品牌连接、品牌资产和品牌信任产生了强烈而积极的影响。此外, 自我品牌连接、品牌资产和品牌信任也对品牌忠诚度产生了强烈而积极的影响。fsQCA的结果显示, 导致高水平品牌忠诚度的有三条因果路径, 而导致低水平品牌忠诚度的有一条因果路径。

本研究通过构建社交媒体营销活动与品牌之间的桥梁, 利用自我品牌连接, 扩展了当前知识。此外, 利用对称和非对称建模两种互补方法的优势, 揭示了社交媒体营销活动如何建立客户品牌关系。

Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.

Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.

Social media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.

The study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

Drawing upon uses and gratifications (U&G) theory and customers' online brand-related activities framework, the present study aims to examine the influence of customers’ motivations to engage with brand-related social media content on different social media engagement behaviors (consumption, contribution and creation) and brand-related outcomes (brand trust and brand loyalty) in the quick service restaurant (QSR) context.

Based on a self-administered survey dataset of 500 social media users who are customers of QSR brands, partial least square structural equation modeling is used to verify the hypotheses.

Results showed that interactivity motivation and information motivation drive all the social media engagement behaviors (consumption, contribution and creation). The results also confirmed the mediating effect of brand trust on the relationship between two levels of social media engagement behaviors (consumption and contribution) and brand loyalty.

To entice customers to engage with QSR brands on social media, social media marketing managers should incorporate elements of interactivity, information, entertainment and incentive into QSR social media brand posts rather than relying solely on delivering social media content in a variety of ways such as photos, videos and status updates.

This study makes a novel contribution to hospitality and social media engagement literature, thus uncovering opportunities for managers to engage their customers on social media.

Conspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors integrate their resources as Br2Br interactions that co-create consumer–brand value. As a secondary contribution, the author provides an empirical baseline exploration of the value co-creating impact of Br2Br interactions on consumer–brand evaluations and social media engagement.

Three streams of research aid in conceptualizing the value co-creating process of Br2Br interactions. A follow-up exploratory study uses a controlled Br2Br interaction stimulus in a 2 × 2 × 2 between-subjects design, where brand familiarity and product category complementarity are manipulated, and interaction spillover effects are analyzed using structural equation modeling.

The author finds Br2Br interactions positively affect consumer–brand evaluations and social media engagement likelihood. Spillover effects of these interactions are symmetric for consumer–brand evaluations for both brands. However, brand familiarity moderates the effects of Br2Br interactions on consumer–brand evaluations.

The author lays the groundwork for future research on the complexities of Br2Br interactions – including brand personality conflict, interaction duration and paratextual language – and the boundary conditions for Br2Br and brand-to-consumer relationships.

The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations.

In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used.

The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers.

This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.

Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.

Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.

Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.

To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.