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This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of branded content in social media and tests for its effect on consumer behavioral engagement.

A sample of brand posts derived from the official Facebook pages of top corporate brands was double-coded using an elaborate coding instrument. Message strategy was operationalized using three main message strategies (i.e. informational, transformational and interactional) and their paired combinations. Consumer behavioral engagement was operationalized using consumer actions of liking and sharing brand posts. Proposed relationships were tested with MANCOVA and univariate ANOVAs.

Results indicate that the transformational message strategy is the most powerful driver of consumer behavioral engagement, while no significant difference is observed between the informational and the interactional message strategies. Further, complementing the informational and interactional message strategies with the transformational message strategy markedly enhances their effectiveness.

Useful managerial guidance to develop effective message strategies is offered. In particular, the importance of transformational messages, both as a standalone and a complementary message strategy, is underscored. By mastering and deploying transformational messages more frequently in their social media communication, marketers could improve their effectiveness.

Drawing on a theory-driven typology, this study sheds light on how message strategy shapes consumer behavioral engagement in a social media context. Importantly, the study documents pioneering empirical evidence regarding the effect of combined message strategies on consumer behavioral engagement.

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non‐random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long‐term orientation, idealism or low individualism are more likely to adopt transformational message strategy.

The purpose of this paper is to offer a theory-driven, evidence-based approach to developing a brand’s messaging strategies on social media encompassing three messaging dimensions, namely, appeal, content, and richness.

Using longitudinal data from three Fortune 200 companies – Delta Airlines, Wal-Mart, and McDonald’s – the authors empirically investigate comprehensive strategic messaging framework. Using ANOVAs and regression analyses, the authors test a set of hypotheses regarding the relations between a brand ' s purchase involvement, its message appeal, message content, and message richness, and engagement.

Findings reveal significant relations between purchase involvement and appeal. Furthermore, the authors find that abstract content categories are best combined with richer media. Finally, both transformation appeal and richer media have a highly significant and positive effect on engagement.

The authors offer a theoretical ground and empirical validation of both a comprehensive typology of content categories and a holistic strategic messaging framework that can fill a significant void in the social media marketing literature that lacks integrative models for assessing, classifying, analyzing, and in turn, informing future social media marketing strategies.

The validated framework can help managers better understand the diversity of messaging components as well as offer an analytical tool for assessing the nature of engagement associated with each appeal and category.

To the best of the author’s knowledge, this paper offers the first comprehensive typology of content categories and validates it in the context of a strategic messages framework using real-world data finding strong support for all hypotheses.

The purpose of this paper is to design organization message content strategies and analyse their information diffusion on the microblogging website, Twitter.

Using data from 29 brands and 9392 tweets, message strategies on twitter are classified into four strategies. Using content analysis all the tweets are classified into informational strategy, transformational strategy, interactional strategy and promotional strategy. Additionally, the information diffusion for the developed message strategies was explored. Furthermore, message content features such as text readability features, language features, Twitter-specific features, vividness features on information diffusion are analysed across message strategies. Additionally, the interaction between message strategies and message features was carried out.

Finding reveals that informational strategies were the dominant message strategy on Twitter. The influence of text readability features language features, Twitter-specific features, vividness features that influenced information diffusion varied across four message strategies.

This study offers a completely novel way for effectively analysing information diffusion for branded tweets on Twitter and can show a path to both researchers and practitioners for the development of successful social media marketing strategies.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

All brands now need to engage with social media to succeed. The messaging strategy chosen therefore needs to include the transformational messaging type.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The purpose of this paper is to propose a conceptual model describing potential relationships among transformational leadership, charisma, credibility and organizational performance.

This paper is conceptual, based on a review of current transformational leadership, charisma and credibility literature.

The authors present a model where credibility is an antecedent of transformational leadership; transformational leadership has a positive effect on organizational performance; and charisma positively moderates the relationship between transformational leadership and organizational performance.

A model to integrate credibility into transformational leadership research is proposed.

This paper considers credibility as an important attribute of transformational leadership, and thus credibility may have significant implications for practitioners in leadership development strategies.

Currently, there is a lack of research on the role of credibility in leadership. The authors discuss the importance of measuring leader credibility and generating a credibility scale.

The purpose of this study was to explore the marketing effectiveness of hotel Facebook messages in terms of promoting favorable attitudes and behavior intentions among potential hotel guests

An online experiment was conducted with a three (message format) × three (message content), between-subjects factorial design in which three message formats, i.e. word/text, picture and weblink, and three types of message content, i.e. brand, product and interactive, were manipulated.

The findings indicate that the most effective message format is dependent upon its purpose. Picture messages are most effective for promoting the brand, whereas weblink messages influence intentions to book hotels based on product attributes. Electronic word-of-mouth intention is an important outcome of Facebook marketing, which can be strengthened by word messages and weblink messages about products.

The major limitation of this study is that the study used pseudo Facebook pages and messages created for each experimental condition. Facebook pages can take many forms, so the findings may not generalize to other Facebook pages.

The findings of this study suggest several important practical implications for the hotel industry to leverage Facebook marketing. To foster favorable attitudes and build brand awareness, hotel marketers should include picture messages that prominently feature the brand image. To motivate booking a particular product, word messages describing product features should be provided, along with a weblink that takes the customer directly from product information to a hotel-booking engine.

Although preliminary research has been conducted on Facebook marketing activities, little is known about the effectiveness of Facebook messages. For example, do different types of messages have different effects on marketing effectiveness? What message type is most effective? Thus, the aim of this study is to investigate empirically the effects of different message types on marketing effectiveness. The results of this study will shed light on how hotels can post the most persuasive message content in the most effective message format on their Facebook pages to enhance their fans’ attitudes and increase their purchase intentions.

The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type.

The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.

Korean young adult consumers express greater ethical concerns about product placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to product placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in product placement acceptability across a range of media genres and product/service types.

Only two countries were used as a proxy to characterize their respective cultural values and levels of contextuality. In addition, respondents are limited geographically to southwestern and southeastern regions in the USA, and to Korea's capital, Seoul.

Despite the widespread use of standardized product placement practices in different cultural settings, it is recommended, from the findings of this study, that managers should take caution when considering TV for placement in Korea when targeting young adults given their relatively strong concerns regarding the practice. Specific and usable information regarding appropriateness of genre and product type is also provided.

This exploratory cross‐cultural study builds upon and contributes to previous work by serving as a quantitative comparison of attitudinal responses to product placement across three media in the USA and Korea.

This article focuses on the empirical effects of cognitive differentiation and persuasive skills on transformational, transaction, and laissez-faire leadership. Subjects (N = 294) completed measures of independent and dependent variables. Findings confirmed prior findings, however findings some reflected differences. Cognitive differentiation was positively related to transformation leadership (r = .16, p = .038), unrelated to transactional leadership (r = -.02, ns), and negatively related to laissez-faire leadership (r = -.22, p = .002). Findings were nearly identical for the persuasive skills variable showing a positive relationship with transformational leadership (r = .19, p = .021), no relationship with transactional leadership (r = -.007, ns), and negatively related to laissez-faire leadership (r = -.27, p = .001). In a regression analysis cognitive differentiation and persuasive skills accounted for 5.4% of the unique variance of transformation leadership (F = 4.02, df = 2,139, p = .02). Implications to leadership educators were discussed.

We present two studies of remote transformational leadership. In the first, 175 students read a vignette depicting either a laissez‐faire, management by exception, contingent reward, or transformational leadership style communicated by electronic mail (e‐mail). Results showed that students could distinguish between the various leadership styles, and both interpersonal justice and supervision satisfaction were perceived to be higher when a transformational style was presented. In the second study, 105 undergraduates completed individual and group problem solving tasks after reading an e‐mail containing either an intellectually stimulating or charismatic message in a 2×2 design. Participants properly identified the leadership style intended by the e‐mail. Motivation was higher, and both individual and group performance greater, in the leadership conditions.