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1
المؤلفون: Philipp A. Rauschnabel, Matt Wimble, Aaron Ahuvia, Carolin Kaiser
المصدر: Journal of Business Research. 117:707-717
مصطلحات موضوعية: Marketing, Hybrid machine, 05 social sciences, User-generated content, Logo, Sample (statistics), Advertising, Code (semiotics), Brand loyalty, Upload, ComputerApplications_GENERAL, 0502 economics and business, 050211 marketing, Social media, Psychology, ComputingMilieux_MISCELLANEOUS, 050203 business & management
الوصف: Users upload >350 million photos per day to Facebook. While considerable research has explored text-based user-generated content on social media, research on photos is still in its early stages. This paper uses a sample of 44,765 Facebook photos from 503 Facebook users in the United States and Germany to determine the degree to which photos play an integral role in people's social media communications. The analysis shows that uploading brand photos (i.e., photos containing a brand name or logo) is related to brand love, brand loyalty, and word-of-mouth (WOM) endorsement of the brand in question. We then code a subsample of these photos for content and train a powerful hybrid machine learning algorithm combining genetic search and artificial neural networks. The resulting algorithm is able to predict users' brand love, brand loyalty, and WOM endorsement from the content of their brand photos posted on Facebook. Finally, we discuss the implications for social media marketing, in particular social media monitoring.
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2
المؤلفون: David Jiménez-Castillo, Raquel Sánchez-Fernández
المصدر: International Journal of Information Management. 49:366-376
مصطلحات موضوعية: Computer Networks and Communications, Bond, media_common.quotation_subject, 05 social sciences, Advertising, Sample (statistics), 02 engineering and technology, Library and Information Sciences, Affect (psychology), Influencer marketing, Brand engagement, Power (social and political), 020204 information systems, Perception, 0502 economics and business, 0202 electrical engineering, electronic engineering, information engineering, 050211 marketing, Social media, Psychology, Information Systems, media_common
الوصف: Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how effective digital influencers are in recommending brands via electronic word-of-mouth by examining whether the potential influence they have on their followers may affect brand engagement in self-concept, brand expected value and intention to purchase recommended brands. The results from a sample of 280 followers show that the perceived influential power of digital influencers not only helps to generate engagement but also increases expected value and behavioral intention regarding the recommended brands. Moreover, brand engagement in self-concept raises brand expected value and both variables also affect the intention to purchase recommended brands. The study contributes to a deeper understanding of the persuasive power of digital influencers, which is still limited. It can be also useful for companies when developing their own social media communication strategy.
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3
المؤلفون: Pedro Torres, Mário Augusto
المصدر: Repositório Científico de Acesso Aberto de Portugal
Repositório Científico de Acesso Aberto de Portugal (RCAAP)
instacron:RCAAPمصطلحات موضوعية: Marketing, business.industry, media_common.quotation_subject, 05 social sciences, Sample (statistics), Advertising, Structural equation modeling, Conceptual framework, ComputerApplications_GENERAL, 0502 economics and business, Retail banking, Personality, 050211 marketing, Social media, Psychological resilience, Psychology, business, ComputingMilieux_MISCELLANEOUS, 050203 business & management, Consumer behaviour, media_common
الوصف: This paper examines the process that leads to resilience to negative information and purchase intentions in a digital environment. A conceptual framework is proposed and tested using a sample of retail banking customers and an application of the structural equation models. The results suggest that consumer behavior in digital settings is more influenced by brand personality than by online brand experience. If a brand can develop and sustain an attractive brand personality, then consumers tend to have a positive attitude toward the brand and discuss the brand positively on social media networks. This behavior will lead to higher resilience to negative information and increased purchase intentions. Although online brand experience does not influence the level of electronic word-of-mouth, it directly affects brand attitude and indirectly influences both resilience to negative information and purchase intentions.
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4
المؤلفون: Sarah Hong Xiao, Ahmad Mohammad Obeidat, Zaid Mohammad Obeidat, Zainah Qasem, Rami al dweeri
المصدر: Journal of retailing and consumer services, 2018, Vol.24, pp.239-255 [Peer Reviewed Journal]
مصطلحات موضوعية: Marketing, Typology, Service (business), business.industry, 05 social sciences, Advertising, Sample (statistics), 0502 economics and business, 050211 marketing, The Internet, Social media, Materialism, Psychology, business, 050203 business & management
الوصف: The main purpose of this study is to present a detailed typology of online revenge behaviors that identifies the differential factors affecting this behavior in terms of triggers, channels, and emotional outcomes across two countries: Jordan and Britain. Based on a qualitative approach from a sample of Jordanian and British customers who had previously committed acts of online revenge (N = 73), this study identified four main types of online avengers: materialistic, ego-defending, aggressive, and rebellious. The findings show that British consumers were motivated by core service malfunction failures and employee failures. In contrast, Jordanian consumers’ acts of revenge were triggered by wasta service failures and contract breach failures. Moreover, Jordanian consumers tended to employ more aggressive and sometimes illegal ways to get revenge, whereas British consumers often used social media platforms and review websites. The findings have implications for the prevalence of online consumer revenge acts and for extending theoretical understanding of why and how consumers employ the Internet for revenge after a service failure in addition to how to respond to each avenger.
وصف الملف: application/pdf
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5
المؤلفون: Xiaowu Wang, Yu-Mei Cao, Cheol Park
المصدر: International Journal of Information Management. 49:475-488
مصطلحات موضوعية: Computer Networks and Communications, Mediation (Marxist theory and media studies), media_common.quotation_subject, 05 social sciences, Advertising, Sample (statistics), 02 engineering and technology, Library and Information Sciences, Homophily, Structural equation modeling, Entertainment, Brand community, 020204 information systems, 0502 economics and business, 0202 electrical engineering, electronic engineering, information engineering, Conceptual model, 050211 marketing, Social media, Psychology, Information Systems, media_common
الوصف: The brand community built by social networking sites (SNSs) promotes efficiency in modern marketing. However, building consumer-brand relationships through an SNS brand community to improve marketing performance has always presented a challenge. Thus, this study aims to identify and test the main factors related to SNS brand communities that can predict purchase intention. The conceptual model includes community experience, community commitment, brand attitude, and purchase intention. The results of the structural equation modeling (SEM) using a sample of 278 Korean consumers reveals that in addition to information experience, other experiences (entertainment, homophily, and relationship-based) have a positive influence on community commitment. Relationship-based experience as constructed in this study has the largest impact on community commitment. SNS brand community commitment has a positive influence on brand attitude. However, SNS brand community commitment has no significant impact on purchase intention. Finally, the results show that SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude. This study suggests that companies should strategically manage consumers’ SNS brand community experiences and commitment. Other theoretical implications and managerial implications are also discussed.
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6
المؤلفون: María Eugenia Ruiz-Molina, María-Pilar Llopis-Amorós, Maria Fuentes-Blasco, Irene Gil-Saura
المصدر: Journal of Hospitality and Tourism Management. 40:134-144
مصطلحات موضوعية: media_common.quotation_subject, Advertising, Sample (statistics), GeneralLiterature_MISCELLANEOUS, Test (assessment), Tourism, Leisure and Hospitality Management, Perception, Social media, Brand equity, Element (criminal law), Psychology, Tourism, Integrated marketing communications, media_common
الوصف: The proliferation of live music festivals in Spain has involved for festival managers the need to differentiate their events, creating brand equity through marketing communications, especially in social media. Given the variability in the ages of festival attendees, the present paper aims at analyzing the moderating role of the generational cohort in the influence of social media communications on brand equity creation and its correlates. A personal survey has been conducted for a sample of 622 attendees of the main live music festival in Spain. Respondents have been asked about their perceptions of festival social media communications, the core variables of brand equity, overall brand equity, and the satisfaction and post-festival behavioral intentions. A structural equations model is estimated and multi-group analysis is performed to test the proposed hypotheses. The present work finds evidence about the moderating role of the generational cohort on the relationships between user-created social media communication and some of the antecedents of overall brand equity of live music festivals. Results support the convenience for organizers to consider social media as a key element in their integrated marketing communications, with special attention to contributing to virality of contents related to the event on social media. This study contributes to a better understanding on the perceptions of the attendees at a live music festival of social media communications generated by the organizers and the users, and their contribution to brand equity creation, satisfaction and, ultimately, behavioral intentions.
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7
المصدر: SSRN Electronic Journal.
مصطلحات موضوعية: Indonesian, Quantitative survey, Opinion leadership, language, Social media, Sample (statistics), Advertising, Decision-making, Psychology, Influencer marketing, Unit of analysis, language.human_language
الوصف: Fashion marketers have yet to comprehend the use of online influencers to utilize the influencers’ opinion leadership. This reseach investigates the relationships between Indonesian fashion online opinion leadership on Instagram and consumers’ behavioral intentions, i.e. intention to adopt new fashion and purchase intention. This research employs a quantitative survey with 219 sample of Indonesian respondents who follow either influencers of traditional celebrities or the non-traditional celebrities. The unit of analysis consists of two Instagram communities, one includes the followers of the traditional celebrities and the other one includes the followers of the non-traditional celebrities. Results show that online opinion leadership has positive relationships with consumer’s behavioral intentions. However, there is no significant effect of perceived fit of personal interest on the relationships between them. In addition, findings show that there are no significant differences in the resulting behavioral intentions between the followers of celebrities and non-traditional celebrities. This research provides scholars and practitioners further knowledge on the use of opinion leadership from different types of online influencers on social media. This research also pioneers the studies on fashion online opinion leadership on Instagram and its effect on consumer decision making process within the Indonesian fashion market.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_________::334147b69a412c7968c66ded250b04da
https://doi.org/10.2139/ssrn.3807679 -
8
المؤلفون: Jordi Paniagua, Pawel Korzynski
المصدر: Business Horizons. 59:185-192
مصطلحات موضوعية: Marketing, Qualitative comparative analysis, 05 social sciences, Sample (statistics), Advertising, Sports marketing, 0502 economics and business, 050211 marketing, Social media, Business, Business and International Management, Sport management, Market value, 050203 business & management
الوصف: Sports performance is not the unique ingredient of a sports star's market value. Some gifted players are undermined by weak media exposure while some less talented players who actively engage in social media and attract fans in millions benefit from exorbitant contracts. This research conceptualizes the effect of social media in the sports business and analyzes the recipes that lead to high market value for sports stars. This study uses qualitative comparative analysis (QCA) on a sample of 95 top soccer players in Europe. The empirical results reveal that sports performance and social media activity are both necessary but insufficient conditions for a high market value condition. This research provides a roadmap for managers and sports stars to navigate in the social media arena.
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9
المؤلفون: Ali Abdallah Alalwan, Raed Salah Algharabat, Zainah Qasem, Yogesh K. Dwivedi, Nripendra P. Rana
مصطلحات موضوعية: Marketing, Electronic word of mouth, 05 social sciences, Advertising, Context (language use), Sample (statistics), Non profit, Brand engagement, Social media marketing, Empirical research, 0502 economics and business, 050211 marketing, Social media, Business, 050203 business & management
الوصف: Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::5c615d0f34fdb3a89d3f069f4388206a
https://cronfa.swan.ac.uk/Record/cronfa35873/Download/0035873-02102017153607.pdf -
10
المؤلفون: Lobel Trong Thuy Tran
المصدر: Tourism Management Perspectives. 35:100722
مصطلحات موضوعية: Gratification, business.industry, 05 social sciences, Perspective (graphical), Advertising, Sample (statistics), Hospitality industry, Tourism, Leisure and Hospitality Management, 0502 economics and business, 050211 marketing, Social media, Cosmopolitanism, Element (criminal law), business, Psychology, 050212 sport, leisure & tourism, Consumer behaviour
الوصف: In recent years, marketing managers have realized that online reviews are an essential element in customer decision-making. However, there has been little valid measure of online reviews and no systematic analysis of their effect on consumer purchase intention. Drawing on the uses and gratification (U&G) and consumer culture (CCT) theories, this study develops a valid measure of online reviews and analyzes their effect on purchase intention. With a sample of 1112 hotel customers from three countries (Taiwan, Thailand, and Vietnam), this study validates the positive effect of online reviews on purchase intention through the perceived effectiveness of social media platforms (PESMP) and online trust while confirming the moderating role of cosmopolitanism.
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