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Article
Publication date: 25 January 2022

Vikas Kumar, Imran Khan, Mobin Fatma and Amrinder Singh

Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired…

2250

Abstract

Purpose

Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired revenues and profitability. This paper aims to consider social media marketing activities and consumer-brand engagement as key constructs to realize these desired objectives.

Design/methodology/approach

The empirical relationships among social media marketing activities, consumer-brand engagement and consumer response have been examined with a sample of 465 respondents.

Findings

Social media marketing activities foster engagement among luxury brand consumers, translating into a favorable response. Besides this, informational marketer generated content (MGC) moderates the relationship between social media marketing activities and consumer-brand engagement.

Practical implications

Marketers can use the outcomes of this study to better engage consumers of luxury brands on social media platforms to engender a favorable response.

Originality/value

This paper highlights how consumers of luxury brands are engaged through different marketing activities in the social media context. Also, the moderating role of MGC has been explored.

Details

Journal of Consumer Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 9 May 2019

Huan Xu, Yanping Gong, Qin Zhang and Julan Xie

The purpose of this paper is to gain more insight into the relationship between social media activities and thinking styles, and its potential mechanism.

Abstract

Purpose

The purpose of this paper is to gain more insight into the relationship between social media activities and thinking styles, and its potential mechanism.

Design/methodology/approach

The current study conducted four studies using an experimental method and eye-tracking method to evaluate prediction.

Findings

Results from studies 1 and 2 showed that social media activities influence individuals’ self-construal, and the impact of self-construal on the relative reliance on cognitive vs affective thinking styles. Study 3 supports the hypothesis that social media activities influence individual’s thinking styles, and self-construal is a critical mediator in this process. Furthermore, the authors replicated these findings using an experimental method and eye-tracking method (Study 4), which enabled us to better understand the consumer’s psychological experience when using social media.

Originality/value

This paper contributes to the social media activity literature in the following ways. First, this research advances the knowledge of social media by demonstrating that social media activities can have significant effects on thinking styles. Second, the current research brings important insights to the literature on self-construal. Finally, using eye-tracking methods, the authors also provided some new insights on consumer thinking and behavior.

Details

Marketing Intelligence & Planning, vol. 38 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 21 March 2016

Mujde Yuksel, George R Milne and Elizabeth G Miller

This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in…

6677

Abstract

Purpose

This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity. The study aims to contribute to the literature on social media by demonstrating its complementary role on offline activities through these fundamental elements.

Design/methodology/approach

The paper reports three experimental designs that manipulate the empowering and the socializing elements of complementary activities to show their effects on both the complementary online and the complemented offline activities.

Findings

The paper presents three empirical studies that reveal the effects of two fundamental social media elements (i.e. empowerment and socialization) on consumers’ responses toward consumption episodes that consist of complementary online and complemented offline activities. It reveals that that these elements increase positive consumer responses toward both the online and the offline activities through psychological empowerment. However, the interaction between the elements changes with respect to specific empowerment types.

Research limitations/implications

The paper contributes to the literature on social media by demonstrating its complementary role on offline activities through its empowering and socializing elements. It bridges research on consumer empowerment and socialization in a way that reveals their interaction beyond the extant definitions of empowerment resulting from enhanced communication among consumers. The paper also demonstrates the complementary role of social media on offline consumer behaviors through the effects of these two fundamental elements.The participants of the experimental studies are presented with hypothetical scenarios and asked about their behavioral intentions. Thus, future studies should address the research questions in real-world settings.

Practical implications

The paper includes implications for social media usage as a complementary activity to offline real-life consumer behavior through the effects of consumer empowerment and social interactions. Thus, it may benefit marketers seeking to optimize the empowering and socializing components of their social media strategies.

Originality/value

This paper fulfils an identified need to study how social media may affect real-life consumer behavior. It also identifies the interaction between the empowering and the socializing elements of social media offerings in both experiential and informative settings.

Details

Journal of Consumer Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 January 2016

Youngtae Choi and Andrew Thoeni

– This paper aims to investigate what activities allow the firm to efficiently and effectively integrate social media into its strategic marketing activities.

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Abstract

Purpose

This paper aims to investigate what activities allow the firm to efficiently and effectively integrate social media into its strategic marketing activities.

Design/methodology/approach

As the current research investigates a new area of focus in the literature, an exploratory study consistent with the adoption of new technology in a firm was used to identify salient activities. In-depth interviews with those who oversee their firm’s social media strategies were conducted to discover and assess organizational activities.

Findings

Findings suggest that many firms did not adopt organizational activities important for effective social media execution, leading us to the view social media as the “step-child” of corporate functions, not receiving resources more traditional functions would receive; those responsible for the social media function, an exercise in external communications, may be hampered by poor internal communications; and few firms have defined and measured goals for social media where employees are held accountable for supporting an overall marketing strategy.

Practical implications

The findings point the way for future confirmatory empirical research of organizational activities, top management team support and effective internal communication in the rapid-response environment of social media. Findings also provide implications for marketing practitioners for the use and measurement of social media to achieve marketing objectives.

Originality/value

The current research is meaningful and unique in that it approaches social media from the organizational process perspective, which has received little attention in the social media literature.

Details

European Business Review, vol. 28 no. 1
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 12 February 2020

Jeen-Su Lim, Phuoc Pham and John H. Heinrichs

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user…

4118

Abstract

Purpose

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes.

Design/methodology/approach

This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity.

Findings

The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type.

Practical implications

The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity.

Originality/value

The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 7 November 2019

Abdulalem Mohammed and Abdullah Al-Swidi

This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social

9443

Abstract

Purpose

This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social media engagement to win customer loyalty in the hotel industry. In addition, it investigates the mediating effects of customer perceived value and social media engagement between CSR activities and customer loyalty.

Design/methodology/approach

A self-administered survey was conducted on customers in Malaysia. Based on the data collected from 389 customers, the analysis used the structural equation modelling (SEM) approach. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested.

Findings

The results revealed that CSR related to the environment has significant direct and indirect impacts on customer loyalty. In addition, the effect of perceived value and social media engagement on customer loyalty has been supported. The results also demonstrated the mediating role of perceived value and social media engagement between CSR activities and customer loyalty.

Research limitations/implications

This study advances the understanding of the impact of CSR activities, perceived value and social media engagement on customer loyalty in the hotel industry. Hoteliers can gain benefits by understanding how specific CSR activities can enhance customer perceived value and social media engagement value, thus leads to customer loyalty.

Originality/value

This study investigates the association between CSR activities, perceived value, social media engagement and customer loyalty, which has been lacking a full investigation in the hospitality literature.

Propósito

El objetivo de este estudio es examinar cómo las percepciones de las distintas actividades de Responsabilidad Social Corporativa (RSC) (i.e., medio ambiente, sociedad y skateholders) mejoran el valor percibido por los clientes, su compromiso en medios sociales y su lealtad en la industria hotelera. También se investigan los efectos mediadores del valor percibido por el cliente y su compromiso en medios sociales sobre las relaciones entre las actividades de RSC y la lealtad.

Diseño/metodología/enfoque

Se realizó una encuesta autoadministrada a los clientes en Malasia. Tomando como referencia los datos recogidos de 389 clientes, se utilizó la metodología SEM. La validez y fiabilidad de las escalas de medida fueron confirmadas antes de contrastar las hipótesis del estudio.

Conclusiones

Los resultados revelaron que sólo la RSC relacionada con el medio ambiente tiene un impacto, tanto directo como indirecto, sobre la lealtad de los clientes. Además, se han confirmado los efectos del valor percibido y el compromiso en medios sociales sobre la lealtad de los clientes. Los resultados también demostraron el papel mediador del valor percibido y el compromiso en medios sociales sobre la relación entre las actividades de RSC y la lealtad de los clientes.

Implicaciones y aplicación de la investigación

Este estudio permite comprender mejor el impacto de las actividades de RSC, el valor percibido y el compromiso en medios sociales en la lealtad de los clientes en la industria hotelera. Los hoteleros pueden obtener beneficios al comprender cómo las actividades específicas de RSC pueden mejorar el valor percibido por los clientes y su compromiso en medios sociales y, por lo tanto, aumentar la lealtad de los clientes.

Originalidad/valor

Este trabajo analiza la asociación entre las actividades de RSC, el valor percibido, el compromiso en medios sociales y la lealtad de los clientes, lo cual ha sido escasamente estudiado en la literatura sobre hospitalidad.

Palabras clave

RSC, Medios sociales, Valor percibido, Compromiso, Lealtad de clientes, Industria hotelera

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

Book part
Publication date: 13 November 2017

Robert Kozielski, Grzegorz Mazurek, Anna Miotk and Artur Maciorowski

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are…

Abstract

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,1 is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.

Details

Mastering Market Analytics
Type: Book
ISBN: 978-1-78714-835-2

Keywords

Article
Publication date: 8 September 2021

Joe Hazzam*

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy…

1932

Abstract

Purpose

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty.

Design/methodology/approach

A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis.

Findings

The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups.

Research limitations/implications

This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories.

Originality/value

By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.

Details

Young Consumers, vol. 23 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 25 October 2019

Vidushi Pandey, Sumeet Gupta and Manojit Chattopadhyay

The purpose of this paper is to explore how the use of social media by citizens has impacted the traditional conceptualization and operationalization of political…

Abstract

Purpose

The purpose of this paper is to explore how the use of social media by citizens has impacted the traditional conceptualization and operationalization of political participation in the society.

Design/methodology/approach

This study is based on Teorell et al.’s (2007) classification of political participation which is modified to suit the current context of social media. The authors classified 15,460 tweets along three parameters suggested in the framework with help of supervised text classification algorithms.

Findings

The analysis reveals that Activism is the most prominent form of political participation undertaken by people on Twitter. Other activities that were undertaken include Formal Political participation and Consumer participation. The analysis also reveals that identity of participant does not play a classifying role as expected from the theoretical framework. It was found that the social media as a platform facilitates new forms of participation which are not feasible offline.

Research limitations/implications

The current work considers only the microblogging platform of Twitter as the data source. For a more comprehensive insight, analysis of other social media platforms is also required.

Originality/value

To the best of the authors’ knowledge, this is one of the few analyses where such a large database covering multiple social media events has been created and analysed using supervised text classification algorithms. A large proportion of previous studies on social media have been based on case study and have limited analysis to only a particular event on social media. Although there exist a few works that have studied a vast and varied collection of social media data (Gaby and Caren, 2012; Shirazi, 2013; Rane and Salem, 2012), such efforts are few in number. This study aims to add to that stream of work where a wider and more generalized set of social media data is studied.

Details

Information Technology & People, vol. 33 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

Book part
Publication date: 28 March 2015

Imran Ali, Ana Isabel Jiménez-Zarco and Marta Bicho

The current study examines the role of social media for designing effective corporate social responsibility (CSR) communication strategy for modern business organisation…

Abstract

Purpose

The current study examines the role of social media for designing effective corporate social responsibility (CSR) communication strategy for modern business organisation to engage their stakeholders.

Methodology/approach

A structured survey questionnaire is used to collect data from multiple stakeholders through social media platforms including Facebook, Twitter, YouTube and LinkedIn. The data is collected from employees, customers and investors of different companies in Pakistan. The data is analysed to examine the perceptions of different stakeholders towards effectiveness of social media for CSR communication.

Findings

The results indicate that the majority of respondents think that social media is very important platform to communicate CSR activities. Overall, respondents believe that social media is a trustworthy tool to communicate CSR activities and engage stakeholders. Customers believe that communication of CSR activities through social media influence their buying behaviour positively. We found strong intentions among employees to work for socially responsible corporations who are successful in communicating their CSR initiatives to their employees through social media.

Research limitations/implications

The study collected data from Pakistan only, a larger sample from different countries can provide more interesting results. The study didn’t used sophisticated statistical tests; the future studies can develop a rigorous theoretical model explaining how use of social media as communication strategy can influence the behaviour of diverse stakeholders.

Practical implications

Since social media is becoming an effective communication platform, corporations should pay more focus on using social media. The corporations should encourage stakeholders’ views related to CSR communication on social media and carefully address their suspicions in order to engage them.

Originality/value

There is sparse research in literature that examine the use of social media to engage organisational stakeholders. The current study provides a direction to future researchers to explore this area and explain the use of social media as CSR communication strategy in better way.

Details

Corporate Social Responsibility in the Digital Age
Type: Book
ISBN: 978-1-78441-582-2

1 – 10 of over 104000