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Examining the efficacy of brand social media communication: a consumer perspective
Abstract
There is a need to examine the productivity of marketing investments in brand social media communication, specifically the implications for brand value enhancement. Adopting a consumer perspective, we examine how consumer evaluation of brand social media communication influences consumer willingness to pay a price premium for a brand. Building upon frameworks of marketing led brand value creation, we conceptualize two pathways to enhancing consumer WPP: one mediated through consumer brand attitude, the other through consumer brand trust. Structural equation modeling using US consumer survey data supports the research framework. We present brand attitude and brand trust as pre-conditions for enhancing consumer willingness to pay a price premium for a brand. Overall, the study clarifies the efficacy of brand social media communication as a brand-building tool.
... Social media marketing using a four-item scale adapted from [22]. A brand engagement using a three-item scale adapted from [7]; [18]; [27] [30]. Brand trust by using a three-item scale adapted from [5]; [24]. ...
... According to study findings that social media marketing is important to brand trust, social media marketing plays a vital part in boosting brand trust. Research findings [7] [8] [32] demonstrate that social media marketing activities may build brand trust. The primary goal of social media marketing is to spread awareness of a brand, promote it, and build consumer trust in a crowded market. ...
... The primary goal of social media marketing is to spread awareness of a brand, promote it, and build consumer trust in a crowded market. [7]. Social media marketing activity demonstrates actions that are closely connected to brand trust, according to [7]; [32]. ...
... Online trust E-loyalty H1 direct impact on their actions and the decisions of online retailers (Lee & Min, 2021). Social media marketing includes a variety of value-added actions with the primary goals of informing, promoting, and establishing credibility in the digital marketplace (Dwivedi & McDonald, 2020). According to Tatar and Eren-Erdoğmuş (2016), there is a correlation between social media marketing and credibility in the digital sphere. ...
... According to Tatar and Eren-Erdoğmuş (2016), there is a correlation between social media marketing and credibility in the digital sphere. Dwivedi and McDonald (2020) argued similarly, arguing that there is a positive correlation between online trust and social media communication. Customers are more likely to have faith in a brand if they are provided with credible brand-related information via social media platforms. ...
... At first, social networking was seen as nothing more than a way to keep in touch with old friends and family. In today's world, thanks to social media, we can instantly reach a large audience and share our thoughts, feelings, and emotions with them (Dwivedi & McDonald, 2020). Because of the convenience of online information sharing, social interaction, and content creation, social media have attracted billions of users worldwide over the last decade. ...
Web 2.0, focusing on user involvement and cooperation, is vital for online marketing. To succeed in such a cutthroat industry, every online business must place a premium on earning and retaining clients' trust and loyalty in the digital realm. The study's objective is to ascertain whether or not electronic consumer loyalty and online trust are enhanced by social media marketing. The results of the poll, which included 596 individuals, showed that social media marketing tools had a significant effect on consumers' faith in and commitment to businesses through digital channels. The results of this study will hopefully add to what has been applied to social media marketing for online businesses.
... The price of fashion products is an indicator of status consumption (Eastman et al., 2018;Gao et al., 2016). We can consider those concepts as the willingness to pay a price premium (Dwivedi and McDonald, 2020), price sensitivity (Goldsmith et al., 2010) and perceived value (Davis and Dyer, 2012) are proxies of the price. Luxury fashion consumers will be more open to paying price premium when they perceive the product as having value and signalling status, as can be achieved through social media communication (Dwivedi and McDonald, 2020). ...
... We can consider those concepts as the willingness to pay a price premium (Dwivedi and McDonald, 2020), price sensitivity (Goldsmith et al., 2010) and perceived value (Davis and Dyer, 2012) are proxies of the price. Luxury fashion consumers will be more open to paying price premium when they perceive the product as having value and signalling status, as can be achieved through social media communication (Dwivedi and McDonald, 2020). ...
... Nonetheless, when brand managers intend to make their fashion brands sustainable, the authenticity of the fashion products and the business process are key (Bandyopadhyay and Ray, 2020). The transparent production and communication processes, together with the consistency of eco-friendly brands, confer them authenticity and motivate customers to follow and purchase such fashion brands (Dwivedi and McDonald, 2020). Kapferer et al. (2009) manifest their concern towards the use of information about sustainability in promoting luxury brands, saying that it could conflict with the ethos of luxury goods (i.e. ...
Purpose This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking.
Methodology This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies.
Findings From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research.
Value This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies.
... Fig. 1 The interaction logic between users and the service (Akter et al., 2022) specifically noting in their research that value co-creation positively influences perceived value. Dwivedi and McDonald (Dwivedi & McDonald, 2020) found in their study that value co-creation behavior can contribute to brand premium pricing. Additionally, Chen et al. highlighted in their research that high levels of value co-creation can encourage users to pay higher value for services, thereby enhancing users' perception of the price value of services. ...
Sustainable development has become mainstream in today’s era, and sustainability education is gradually gaining attention worldwide. This study addresses the issue of significant resource waste and environmental pollution resulting from improper disposal of books idle after use in traditional education. In practice, based on the theory of value co-creation and using perceived value as a design indicator, we have innovatively developed a design proposal consisting of both an online service system and offline community management facilities to effectively address this issue. On the theoretical front, this study further expands the research focus on the theory of value co-creation in traditional research and constructs a community value co-creation reading behavior model, effectively enriching and extending previous research. Through the analysis method of structural equation modeling, the design project was validated, and the results indicate that the value co-creation proposed in this study can effectively promote users’ perception of service price value, quality/performance value, emotional value, and social value. Price value, quality/performance value, and emotional value all positively influence users’ intention to use, while social value indirectly affects intention to use through emotional value. Among these, price value is the core factor influencing users’ intention to use. This provides highly actionable insights for the development of sustainable economies and education.
... Consecutively it is reported that the level of consciousness of food quality, safety and hygiene subjects is also growing due to varied living standards caused by income growth, urbanization and globalization (Badar et al., 2015;Trienekens et al., 2012;Akkerman et al., 2010). The date palm sector requires a major prioritized turn arounds to meet international standards that include varietal development, value addition and packaging to respond challenging competitive international market (El Hadrami and Al-Khayri, 2012) and to cater changing dynamics of local consumers with more international exposure and e-commerce gateways [social media] (Dwivedi and McDonald, 2020;Li, and Meshkova, (2013). ...
This research endeavors to enhance our comprehension of the contemporary value chain associated with dates in the domestic market, while concurrently adapting to the fluctuating dynamics of the marketplace. A paramount emphasis is placed on orchestrating an optimal performance of the dates value chain by integrating all actors involved, focusing on aligning strategies with consumer value preferences. Five distinct focus discussions were conducted across varying socio-economic strata in Karachi to achieve this. Thematic content analysis, a rigorous qualitative research method, was employed to extract meaningful insights from the discussions. Findings showed that dates were a multi-value popular fruit consumed in a variety of forms but the fresh form is mostly utilized form. Consumers ascribed value to its strong religious affiliation, socio-cultural significance, taste, energy, health benefits, functional food, packaging and availability. The main attributes consumers considered in buying dates were clean dates, flavor/taste, packaging, origin, freshness, price, size, brand, and freedom from damage. Consumers expressed concerns about high dates fluctuating prices, trust for safe dates retailer practices, inefficient government regulations, poor marketing systems, and lack of awareness. These findings highlighted that businesses in date value chains did not pay adequate attention to consumer requirements nor had their concerns been responded to. To face competitive value chain potential, consumers highlighted lack of value addition, ineffective labelling, strong local brand sustainable presence to gain consumer confidence. To face market competition there is strong scope of branding, packaging and value addition which consumers are adapting at fast pace have also been reported. Consequently, it will affect the profitability of value chain participants as consumers are evolving with experience and higher living standards. The study also suggested that the government should ensure that consumer concerns such as those relating to food safety are adequately addressed by relevant institutions and organizations. This research not only sheds light on the intricacies of the current market dynamics but also provides strategic insights for stakeholders to optimize the value chain in a manner that resonates with the preferences of consumers across different socio-economic strata in Karachi.
... Consumer WPP is thus a valuable indicator of a valued consumer-brand relationship and a metric of prospective earnings and financial brand value. According to brand equity literature, a brand attitude favors consumer WPP (Dwivedi and McDonald 2020). As a result, our study adds to the body of literature by supporting brand attitude as a factor in consumer WPP. ...
This study seeks to understand the influence of brand authenticity on consumer willingness to pay premium price (WPP). Also, this study examines the mediating effect of brand identification in the connection between brand authenticity and consumer WPP to strengthen the model's capacity for an explanation. The target respondents for the study were hotel guests who visited or stayed in 4- and 5-star hotels, and a sample size of 395 responses was used. We employed structural equation modeling using the maximum likelihood estimation through AMOS 22.0 to test hypotheses. The study results show that brand authenticity positively influences brand attitude and attachment. Moreover, brand attitude, in turn, positively influences the WPP. Brand identification has a partial mediating influence on the link between brand authenticity and WPP. This study has significant implications for academics and practitioners. This study adds to the body of knowledge on brand authenticity by connecting it to the literature on consumer behavior. This study extends the idea of authenticity—being true to oneself—used to describe personal brands to how consumers see a service brand (hotels).
... Changes in customer behavior require firms to rethink their marketing strategies in the digital domain [12]. Besides, customers' perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers' brand attitudes [13,14]. ...
In times of rapid change and sustainable development in marketing, user-generated marketing has gained a considerable advantage as a powerful marketing tool to attract and interact with various targeted audiences. User-generated Content UGC gives customers a unique opportunity to participate in a brand’s growth. Hence, it creates a bridge between a brand and a customer. In addition, it establishes a sense of community between the brand and the audience. The study aimed to demonstrate the impact of user-generated marketing on creating greater audience connections and brand loyalty. The authors used a three-step approach to research. First, systematic secondary research was used to explore and analyze available materials. As a result, 83 scientific articles were carefully chosen. Second, a survey study was developed in which 157 marketing practitioners participated. Lastly, the study was conducted on a company using UGC strategies to build relationships between audiences and brands. The obtained information was then synthesized and used to develop conclusions. The results of this research are exceptional as it enables marketers to hone their campaigns based on actionable guidelines that assist in transforming user-generated content into more engagement and conversations with the brand. Brands that incorporate the power of UGC in their marketing operations can construct a more pertinent relationship with future audiences.
... Businesses are substituting social media for traditional media because social media has a significant impact on shaping consumer culture due to its potency in information exchanges (Ananda et al., 2019;Lin and Malhotra, 2012). For instance, in the US, nearly 27 USD billion was spent on social media advertising (SMA) alone (Dwivedi and McDonald, 2020), with an estimated 34 USD billion by the end of 2021 (Bright and Logan, 2018). With SMA, firms are estimated to have spent $35.89 billion in 2017, representing 16.0% of global online advertising spending (Palacios and Jun, 2020;Hamouda, 2018). ...
... This study tries to address the effects of communication media on brand attitude and repurchase intention for a cosmetic brand. Dwivedi and Mcdonald (2020) determined that traditional media still has a crucial influence on sales results. In their study, media is irreplaceable, even though it is motivated by the presence of more modern communication media. ...
This study empirically examines the effects of four types of media communication (traditional media advertising, firm-created social media, user-generated social media, and personal selling) on brand attitude. The effect of brand attitude on rerepurchase intention was also tested. The research applied a survey method to collect the data. For this purpose, judgmental sampling was used and 302 female respondents who use cosmetic products of a certain brand were gathered. Then, the data were analyzed using structural equation modeling. The results show that firm-created social media communication, user-generated social media communication, and personal selling have positive effects on brand attitude. However, traditional media communication does not influence brand attitude significantly. This study also corroborates the effect of brand attitude on repurchase intention. The research complements the previous studies that investigate only several media by examining comprehensively four types of media communication representing two poles: mass media (traditional advertising) versus personalized media (firm-created social media, user-generated social media, and personal selling); and non-interactive (traditional advertising) versus interactive media (firm-created social media, user-generated social media, and personal selling). The findings also provide guidelines for companies when planning and deciding the media communication for their promotion. These guidelines enable companies to target their communication activities more effectively.
... More concretely, new forms of personal presentation are emerging: Journalists and non-journalists are increasingly becoming their own brands through social media and especially Instagram. The platform-mediated interaction between audience and journalism is thus more strongly influenced by logics and rules from external corporate communication and brand social media communication (Dwivedi & McDonald, 2020) than by normative requirements for the activity and impact of journalism. ...
Instagram has become one of the most important channels for journalism to reach younger target groups. Because of this increasing importance, Instagram has since spurred a transformation of journalism on various levels. This chapter discusses the application’s impact on three of those levels. Firstly, looking at the organizational level, we highlight the changes that Instagram and other social media platforms have brought to individual journalists, newsrooms, and entire media organizations. Secondly, the content has experienced a change: It no longer has to be created entirely according to familiar journalistic criteria, but according to the logic of the platform. Finally, direct interaction with audiences has caused a permanent change, which can be described in three logical steps. A central result of these considerations: Journalism remains dependent on the technical offerings provided by the platform. However, it has found a promising way to drive its own innovations through format development.
... For these consumers, it is not about SMLSs or what they can bring to them but rather about the brand's image on social media. Brand communication on social media has become essential for building consumers' attitudes towards brands and enhancing their intentions to purchase products on social media (Dwivedi & McDonald, 2020). Brands with a positive image and eWOM on social media tend to increase consumers' brand attitudes and willingness to purchase the brand (Chu & Chen, 2019). ...
... For these consumers, it is not about SMLSs or what they can bring to them but rather about the brand's image on social media. Brand communication on social media has become essential for building consumers' attitudes towards brands and enhancing their intentions to purchase products on social media (Dwivedi & McDonald, 2020). Brands with a positive image and eWOM on social media tend to increase consumers' brand attitudes and willingness to purchase the brand (Chu & Chen, 2019). ...
Social media live streams (SMLSs) are becoming mainstream e-commerce platforms, especially for direct selling, offering online retailers (e-tailers) immense consumer interaction and engagement levels. Despite their growing prevalence, e-tailers face difficulties capitalising on this platform to enhance retail operations. This paper explores how SMLSs affect consumers' purchase intentions by exploring their motivations for participating in e-commerce SMLSs. To this end, we used the uses and gratifications (U&G) theory to explain how using SMLSs to satisfy consumers' needs could lead to high or low purchase intentions. It was done by collecting cross-sectional data from 795 consumers who have participated in e-commerce SMLSs. The data were analysed using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Our findings revealed that people use SMLSs to satisfy their need for value, social identification, and the medium's attributes. Based on these findings, we show six configurations that lead to high or low purchase intentions and make corresponding theoretical propositions. Thus, our study contributes to the research and practice of using SMLSs for online shopping.
... Firms should start emphasising FGC now since the pandemic has changed the marketing landscape. Second, building brand loyalty through digital marketing tools such as social media has been very challenging for social media marketers (Dwivedi and McDonald, 2020). The present research provides several practical insights into social media marketers to understand the cognition and emotions influencing brand loyalty. ...
Purpose – The purpose of this study is to analyse user-generated content and firm-generated content on perceived quality and brand trust, and eventually how it impacted brand loyalty with pandemic fear as the moderator.
Design/methodology/approach – This study employed an online survey questionnaire method in the Facebook online shopping groups to collect the data. The filter question technique was adopted to verify the respondent’s validity. A total of 434 samples was collected using purposive sampling. The data were then analysed using SmartPLS 3.0.
Findings – The analysis showed that firm-generated content appeared to have a stronger positive relationship on perceived quality and brand trust than on user-generated content. Brand trust and perceived quality are found to influence brand loyalty positively. However, pandemic fears only moderate the relationship between firm-generated content and brand trust and perceived quality. This study revealed that the main components in social media communication do not influence perceived quality and brand trust to the same extent.
Originality/value – This study contributes to the knowledge of social media communication during the pandemic period that has not been studied empirically in the Malaysian context. The main components in social media communication were delineated and the impact of pandemic fears on how they would possibly affect the established relationships in the literature were examined. This study enables the researchers and practitioners to take a closer look at how the pandemic crisis could provide a shift on what has been understood so far
... Unique to marketing on social media platforms, users interact with marketing content and ultimately co-create messaging to drive a movement forward, rather than passive engagement with messages on posters or billboards (Dahnil, Marzuki, Langgat, & Fabeil, 2014). A growing body of literature in marketing and communications has documented the impact that messages delivered on social media platforms can have on shaping attitudes, building trust, and promoting engagement with campaign content (Dwivedi & McDonald, 2020;Kim & Um, 2016). ...
This chapter reviews social marketing and awareness approaches to sexual assault prevention with boys and men, including poster campaigns (i.e., Know Your Power) and other awareness-raising strategies such as public service announcements (i.e., It’s On Us) and advocacy groups (i.e., Men Can Stop Rape), and social norms marketing campaigns. The chapter discusses the theory and content of these approaches, as well as efficacy. This chapter also reviews several case studies.
... In addition, in the field of value co-creation research, an anomaly persists: Extant research usually treats online value co-creation as an integrated behavior (e.g., social media usage or value co-creation behavior) (Dwivedi & McDonald, 2020), putting the antecedents of OVCA in an overall research process. By "overall research process," we refer to whether consumers directly participate in product development and innovative design; contribute to the promotion and testing of the company; and provide feedback, suggestions or cooperate with the company later. ...
Customers’ online value co-creation activities can occur the whole management domain (i.e., product design, marketing, and customer relationship management) of a product. Previous studies have researched value co-creation from different angles, customers’ online value co-creation activities are more complex and its formation mechanism still worth exploring. Online communities need to create different environments according to different management fields to stimulate customers to participate in Online Value Co-creation activities. Existing research confuses different value co-creation activities in the entire management field without considering the different antecedents of Online Value Co-creation activities in different situations and different management domains. The purpose of this paper is to explore the formation mechanism behind customers’ online value co-creation activities during the whole management domain. Drawing on social learning theory, this study examines the influential role of environmental factors (i.e., innovation climate and social climate) of online communities and personal need factors (i.e., brand passion, satisfaction, dissatisfaction and desire for control) on customers’ value co-creation activities in the three fields of the management domain. Empirical analyses in this study reveal that these factors play different roles in shaping value co-creation activities in the three fields. The findings enrich our understanding of customers’ value co-creation activities in online communities and offer a broadened view of the value co-creation framework and climate theory. Understanding the factors that motivate consumers to engage in co-creation activities in different management domain enables firms to strategically manage their co-creation relationships and innovation processes.
... Across all industries, the dynamic and real-time interaction enabled by social media has significantly changed the brand management landscape (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013). Social media communication is now vital to brand marketing and management (Dwivedi & McDonald, 2020). It is recognised that social media has fundamentally altered both the demand (i.e. consumer decision-making process) and supply (i.e. ...
This study investigates the sentiment of social media user-generated content (UGC) when an international, professional sport event is cancelled due to a crisis. The purpose is to provide insight into the brand implications for both the sport event and the host destination. From a co-branding perspective this paper analyses the cancellation of the 2018 Margaret River Pro surfing event. Leximancer analysis of 5684 Twitter posts across three time periods (pre, during, post crisis) over a calendar year found that sentiment shifted, and negative sentiment was more closely aligned to the destination than the event. This exploratory study seeks to unpack some of the complexities of event and destination co-branding and crisis management, presenting implications for industry
and academia. In doing so, the study contributes to the paucity of scholarly knowledge examining real-time social media users’ response to a crisis in a sport event tourism context.
... Machado et al. (2019) demonstrated that consumer engagement and brand love mediate the relationship between brand gender and consumer-based brand equity on Facebook. Some prior studies found that the brands' social media communications are a key factor in the branding process (Dwivedi & McDonald, 2020;Syrdal & Briggs, 2018). More recently, Khan et al. (2021) illustrated that customer word of mouth through WeChat and brand love have a mediating role in the relationship between Web-drama connectedness and intention to spend on the brand. ...
Increasing acceptance of social media among users show that consumers are making deep emotional connections with them. The purpose of this study is to apply the concept of brand love to social media as a brand and investigate its antecedents and outcomes via examining the mediating effect of consumer satisfaction and attitude in social media brand love that eventually leads to positive brand outcomes. In total, 461 valid questionnaires were collected from Turkish students who have active accounts on social media (Instagram, Facebook, LinkedIn, or Twitter). Structural equation modeling (SEM) and Hayes Process macro were conducted to assess the hypothesizes. Findings supported the conceptual model and confirmed the significant relationships between focal variables. The study suggested that social media managers can use communication strategies to increase brand identification, brand image, and consumer satisfaction to improve their attitudes toward social media and develop brand love and positive brand outcomes.
The widespread growth and development of social media in the 21 st century has been a key pinnacle witnessed by billions of people across the world. Owing to wide accessibility to internet services and rapid growth of smartphone usage, human interaction has grown exponentially on social media platforms. The core idea of this study is to examine social media platforms and empirically assess the elements influencing purchase intention. Whilst incorporating trust as a mediator, the study intended to examine consumer behavior amidst contemporary social media trends with respect to fashion retail. Out of 250 respondents, 204 online apparel buyers from the twin cities of Hyderabad and Secunderabad were taken into consideration. Data was perused using SEM (Structural Equation Modelling) with SmartPLS. The out-turn of the study confirmed the significance of social media communication and engagement levels on purchase intention pertaining to fashion retail, indicating the mediation impact of trust as well. Content quality, content type and brand image of social media promotion found to be insignificant to build trust followed by purchase intention. This study aids fashion retailers, academicians, and industry professionals in understanding key elements of social media strategy and how they affect consumers' behavioral dimensions to make the mind to purchase the product.
The study aims to develop a theoretical model to understand which digital communication factor is most relevant in establishing a positive relationship between the brand and the consumer so that the latter becomes its organic ambassador. The authors gathered empirical data through a Web-based questionnaire from 258 respondents, all considered valid as they met the requirements of the sample selection. The findings suggest that Consumer profile, perceived content quality, and Organic Brand Ambassadors directly impact the relationship between brand and consumer. As this is empirical research, other unexamined constructs may add to the explanation of building brands' digital communication on social media platforms.
Purpose: When customers make their purchase decisions, they use all the available information from all the initiatives and behaviors that companies carry out with their stakeholders. This research aims to identify whether a company’s financial performance and reputation determine the customer’s perception of the company, which affects their engagement. We are based on the theories of engagement, stakeholder, and signaling. Are customers engaged solely based on their feeling of satisfaction, or do employees and brand value play a role in this engagement?
Design/methodology/approach: Secondary data was collected from fourteen automotive companies and empirically tested through a longitudinal study over the period 2010-2018. For panel data analysis we used weighted least squares.
Findings: The variables proposed in our research, firm value and corporate reputation, were significant for the analyzed panel sample. Furthermore, employee satisfaction influences customer engagement as an independent and moderating variable, just like brand value.
Originality: Our research contributes to the emerging stream of customer engagement research by combining insight as a company-initiated resource, with the sheer transaction, integrating data obtained from employees and customers in an international context.
1. LATAR BELAKANG Melihat perkembangan digital marketing dari masa ke masa mengalami perkembangan yang pesat di Indonesia. Menurut Chen dan Qasim (2020) menyatakan bahwa digital marketing dan media sosial belakangan ini menjadi penting seiring dengan majunya teknologi. Perkembangan yang terjadi dari tahun 2017, data yang diperoleh dari survei yang dilakukan oleh Asosiasi Penyelenggara Jasa Internet Indonesia (APJII) pada tahun 2017 tercatat sebesar 143,25 juta penduduk yang menggunakan internet. Selanjutnya pada tahun 2018 sampai dengan 2019 pengguna internet di Indonesia sebanyak 171,17 juta. Peningkatan pengguna dunia juga mengalami kenaikan yang cukup pesat yaitu pada tahun 2020 sebanyak 3,6 miliar dan akan semakin naik menjadi 4,41 miliar pada tahun 2025 (Statista, 2021). Pemanfaatan internet di Indonesia ini banyak digunakan melalui sosial media, baik itu untuk diri pribadi konsumen dan juga untuk bisnis jual beli. Penggunaan media sosial pada tingkat individu digunakan untuk mencari wawasan bisa berupa pengetahuan, menambah jaringan dan juga melakukan komunikasi dengan yang lain. Selain itu Bilgihan dkk (2014) mengungkapkan bahwa media sosial juga digunakan oleh konsumen untuk proses bertukar pendapat, mencari produk dan membagikan pengalaman terkait produk atau merek. Saat ini, peran media sosial menjadi sangat penting dalam mempengaruhi sebuah persepsi dan juga perilaku konsumen yang tentu saja hal ini menarik para pemasar untuk mengadopsi platform ini (sebagai contohnya adalah Facebook, Instagram dan juga YouTube) yang dipilih untuk digunakan sebagai saluran komunikasi pemasaran ABSTRACT This study includes the tourism sector in particular to examine the influence of SMM (Social Media Marketing) activity, brand love, brand trust on brand equity and brand loyalty. This study adapts social network theory, the use of this theory is appropriate for this study which examines SMM activities that affect brand equity which will eventually lead to brand loyalty, because the focus that marketers want to aim for is loyalty. The brand equity can be built with high brand love and high brand trust. This study used 344 respondents to fill out a questionnaire via the Google form provided. The determination of the sample was carried out using a non-probability method with a purposive sampling technique. Then proceed with testing the validity and reliability as well as testing the hypothesis with the SEM-AMOS 22 analysis tool. The results of this study state that all hypotheses that have a direct relationship and mediation are all supported. The results of this study also show that the influence SMM activities on Brand Trust is the strongest. This means that SMM activities through platforms that are in it, such as Instagram, for example, greatly affect brand trust.
Purpose
This study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.
Design/methodology/approach
A total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.
Findings
The authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.
Originality/value
This study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.
There is no doubt that social media (SM) has changed the fundamental nature of customer-company interaction and communication. The extant literature on SM use is focused on the mechanics of SM use and the possible benefits that companies can achieve. The literature has also identified number of managerial challenges associated with SM use in companies. However, the literature is fragmented when it comes to the question as to how these benefits can be realized by companies. This study attempts to provide a comprehensive coverage of the SM use by the companies. This study also reviews various managerial challenges associated with SM data use and provides recommendations to deal with these challenges.
While the current literature emphasizes the importance of country of origin, this article sheds light on the consequences of country branding. Specifically, we examined the implications of applying multidimensional aspects of a country’s image to international brand management. This quantitative study is used to examine the relative effects of country image dimensions. Specifically, the spillover effects of descriptions of a country’s people, aspirations, and loyalty on customer brand evaluations are found. Also, the impact of brand attitude and image on country’s brand equity is identified. However, perceived country brand quality and brand awareness/association are not enough to ensure positive outcomes for an international brand. Moreover, the roles of customers’ individual characteristics (gender, age, and income) in the relationship between country effects and international branding are examined. The results of multigroup analyses show that descriptions of people have a large effect on brand image among old male customers. In contrast, the aspirations of a country had a stronger effect on brand image among young women. This study highlights the importance of managing country image to increase the success of international brand management.
This study examines how online value co-creation activities benefit brands in the form of willingness to pay a higher price (WPHP). We propose a framework of value co-creation in three management fields (product design, marketing, and after-sales service) and empirically examine the relationships among co-creation activities, customer-brand relationships, and customers’ WPHP. Interestingly, we find that the co-creation activities in two of the three management fields can enhance both customers’ brand passion and self-brand connection, which increases their WPHP only through the full mediation of brand satisfaction. Our findings contribute to theories on IT value and value co-creation.
Purpose
This study examines the relationship between brand digitalization and brand market performance, mediated by brand competence and brand warmth and moderated by brand familiarity, from a consumer perspective.
Design/methodology/approach
This study conducted a 2 (brand digitalization: yes vs no) × 2 (brand familiarity: high vs low) between-subject experiment and administered a survey with 693 valid responses. Two-way analysis of variance, Hayes' PROCESS macro and a linear regression model were used to analyze the data.
Findings
Brand digitalization positively affects brand market performance, which is mediated by brand competence and brand warmth. In addition, brand familiarity has a moderating effect on the relationship between brand digitalization and brand market performance, as well as on the mediating effect of brand competence and brand warmth.
Practical implications
Brand managers should enhance the integration of digital technologies into brand building and management and develop brand communication strategies that emphasize brand digitalization based on consumers' brand familiarity.
Originality/value
This study advances current knowledge of the drivers of brand performance by constructing the concept of brand digitalization and examining its role in improving brand market performance. Additionally, this study deepens our understanding of the relationship between digital technology usage and consumer brand response by examining the mediating effect of brand competence and brand warmth and the moderating effect of brand familiarity.
Social media is a primary source of sexual health information for young adults. Increased exposure to sexual health education on social media is associated with safer sexual behavior. Given the diversity of social media accounts, condom brands may be a trusted source of sexual health information. We quantified user interactions on the social media posts of the three most frequently used social media sites of condom brands from January 2020 to June 2021. We analyzed the reach each account had in terms of sexual health information separated into three categories: sexual health education, sexual health resources and social issues relating to sexual health. On Instagram, 48% of posts provide sexual health education, 5% mention resources, and 23% mention social issues. On YouTube 68% of posts provide sexual health education, 35% mention resources, and 31% mention social issues. Providing sexual health education had a positive association with likes on Instagram (n = 923, t = 4.09, p < .001). In terms of sexual health education topics, posts pertaining to reproductive health and sexual self-acceptance were a positive predictor of likes on Instagram (n = 56, t = 7.00, p < .001, n = 77, t = 2.37, p = .015 respectively). Posts pertaining to sex were a positive predictor of likes both on Instagram (n = 74, t = 2.79, p = .005) and YouTube (n = 57, t = 2.21, p = .029). These findings suggest that the sexual health education and resources provided by condom brands have significant reach and positive reception. To promote sexual health to a larger and more receptive audience, future research and education campaigns should recognize and utilize the social media influence of condom brands.
Due to various factors, the number of start-up firms is constantly increasing. Social media is vital for promoting businesses, especially in this age. It helps companies to improve communication efficiency, foster creativity, and provide helpful information, among other things. Social media advertising is known for its low costs; hence it enables start-ups to launch various promotions that increase purchase intent. This study aims to know if several advertising factors, including uniqueness, clarity, and interactivity, influence a customer’s purchase intention and understand a significant relationship between these. Thus, a survey will be used through Google Forms to gather data. Indeed, online businesses continuously grow, especially as this becomes the source of income for some, unleashes one's passion towards businesses, provides more accessibility and convenience, and many more reasons, particularly during the pandemic. Using creative materials in digital marketing would help enterprises raise their brand awareness, increase overall sales, and expand businesses. Instagram Aesthetics significantly affects the purchase intention of consumers. The uniqueness of these outputs is the most important since it portrays not just originality but be able to gain a competitive advantage in the market, which reflects the operation of the business. However, it is also essential to have interactivity and clarity. The study would be important mainly for business owners, specifically those who operate solely on Instagram, to understand how creativity in advertising would help them market their business online. Moreover, this would be a powerful aid in attracting their target market and potential customers through their artistic visuals.
In the era of Marketing 5.0, crafting a favorable brand attitude
and engaging consumers with a banking brand has become
the most critical and challenging task for bank marketers to
enhance overall brand equity. Previous research did not sug-
gest how effectively social media marketing efforts enhance
overall brand equity in the financial service sector. In response
to this gap, this study aims to examine how social media mar-
keting efforts (SMME) influence overall brand equity (OBE)
through consumer brand engagement (CBE) and brand atti-
tude (BAtt) in the banking sector in Bangladesh. Furthermore,
brand trust (BT) is tested as a moderator of SMME and CBE.
The data were obtained by a self-administered questionnaire
from a total of 263 banking consumers in Bangladesh using a
systematic sampling method. Structural equation modeling
(SEM) was used to investigate hypothesized relationships. The
results indicated that SMM efforts directly influence CBE and
BAtt. CBE and BAtt partially mediate the relationship between
SMME and OBE. Moreover, the results confirmed the moderat-
ing role of brand trust on the link between SMME and CBE.
The findings of this research offer significant implications for
building overall brand equity in the social media marketing
perspective, particularly for the banking sector.
It has been a challenge to map the efficacy of marketing communications in building
stronger brands on social media. Given the paucity of research in this area, the present
study offers a holistic model that maps the effect of social media marketing (hereinafter
SMMEs) on consumer response via building brand equity and brand trust. This study
was conducted on customers of major brands of smartphones in India. The data were
collected from 318 consumers who visited fan pages of the selected brands of
smartphones. The current study examines how SMMEs influence customer behavior
via brand equity and trust. Additionally, the study examines how brand equity and brand
trust interact during the process. The current study's findings indicate that brand equity
partially mediates the effect of SMMEs on customer response. On the other hand,
SMMEs do not succeed in converting brand trust into customer response. Further,
brand equity fully mediates SMMEs' effect on brand trust. Finally, the results also show
that the effect of brand equity on customer response is partially mediated by brand
trust. Toward the end, study dwells on its practical implications and limitations.
Purpose
This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.
Design/methodology/approach
Data were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).
Findings
The results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.
Research limitations/implications
This study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.
Practical implications
The study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.
Originality/value
The study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.
After a period of initial scepticism, luxury-branded companies now understand the necessity of integrating digital technologies into their marketing actions. Therefore, most luxury companies approach emerging digital tools commencing from communication strategies. The direct consequence is the adoption of social media such as blogs, applications (apps), and social networking as new communication tools alongside and in conjunction with traditional media. The purpose of this chapter lies in seeking to understand the extent to which luxury brand consumers appreciate the contents of luxury brand communications and in comparing digital and traditional ranges. In addition, the chapter investigates the existence of a correlation between the level of satisfaction perceived by luxury consumers and the dimension of customer brand equity according to the Aaker model. In this endeavour, this study is an attempt to provide academics and practitioners with insight about the expectation of luxury brand consumers from contents delivered, comparing digital and traditional platforms.
If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers’ behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers’ behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors’ discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.
Product importance and related constructs have been inadequately defined and understood in the consumer behavior literature. This paper reviews and integrates these constructs and presents a framework for the analysis of product importance perceptions. Two forms of the construct are identified, and the antecedents of and responses to product importance are specified. Implications for consumer research and marketing management are discussed.
Cross-sectional studies of attitude-behavior relationships are vulnerable to the inflation of correlations by common method variance (CMV). Here, a model is presented that allows partial correlation analysis to adjust the observed correlations for CMV contamination and determine if conclusions about the statistical and practical significance of a predictor have been influenced by the presence of CMV. This method also suggests procedures for designing questionnaires to increase the precision of this adjustment.
Social media has established a new dynamic in marketing, enabling customers to engage with brands in a variety of ways. This article aims to develop a comprehensive model of drivers, outcomes, and moderators of customer brand engagement (CBE) on virtual brand communities in social media. Based on a survey of 799 customers, findings identify involvement, interactivity, and flow experience as key drivers of CBE, and satisfaction, trust, word-of-mouth referrals, and commitment as associated outcomes, with identification and trust in the brand community acting as moderators. This study provides new insights about the CBE process, offering valuable suggestions to brand managers.
Advertising exists to communicate information about, and promote, brands—using ‘brands’ in the broadest sense. Brand owners, it might be believed, are thereby promoting their own interests. This paper explores the extent to which consumers benefit. Brands provide economic value for money, functionality in developing the requisite quality of products to solve consumer problems and psychological satisfaction. Thus functional benefits are intrinsic to the brand and its component products, psychological benefits are in the mind of the consumer and economic benefits relate to the exchange transaction. Brands are diverse, offering different benefits in different ways to different consumers at different times. Any aggregation of brand (dis)benefits therefore needs to be treated with caution. The picture is not wholly positive and consumer concerns with branding need to be factored in. The defence is the marketplace itself: consumers are free to choose. Retailer brands meet the demand, where it exists, for alternatives to manufacturer brands. Some consumers are undoubtedly confused for part of the time but branding is a long-term investment. Manufacturer brand leaders fifty years ago are brand leaders today. They would not exist at all if enough consumers did not continue to buy them.
This article considers these consumer concerns alongside the arguments for brands, except for the last (values) which is outside its scope. In general, the economic case today is secure even though earlier economists considered brands restricted competition. The bottom line of any remaining concern is whether consumers are satisfied that brands provide value for money. If consumers feel satisfied, then they are satisfied whether or not others think they should be. General consumer satisfaction with brands' value for money is none the less an inference drawn from the literature and analysis. Similarly, functional and psychological benefits appear to outweigh disadvantages but empirical research is needed to establish the extent of consumer (dis)satisfactions.
Abstract
Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on
brand loyalty, value consciousness and brand consciousness.
Design/methodology/approach – A self-administered questionnaire was developed and administered to a
convenience sample of 346 undergraduate students
Findings – The findings of this research indicated that social media marketing has a significant effect on
brand loyalty; brand consciousness and value consciousness mediate the relationship between social media
marketing and brand loyalty.
Originality/value – This study confirms the growing importance of social media marketing. It also provides
insights for marketers on envisioning brand loyalty.
Keywords Brand consciousness, Brand loyalty, Social media marketing, Value consciousness
Paper type Research paper
With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a "bottom-up" communications matching model and a "top-down" communications optimizationmodel. The authors conclude by suggesting important future research priorities.
This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that, in Southeast Asian transitional economies, the three social media advertising beliefs - i.e. informativeness, entertainment and credibility have positive effects on consumers' perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.
The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. Integrating the attitude-toward-the-ad (Aad) model with the concepts of attitude-toward-social-media-page, the study proposed a theoretical model of hotel social media marketing effectiveness. Based on the data collected from an online survey, the goodness of fit of the model implied that the Aad model provides an appropriate theoretical framework to explain the marketing effectiveness of social media in the hotel industry. The results revealed that hotel customers’ social media experiences influence their attitudes-toward-social-media-site, which in turn influences their attitudes-toward-hotel-brand, and that hotel customers’ attitudes-toward-hotel-brand affects their hotel booking intentions and, in turn, intentions to spread electronic word of mouth. The study also indicated that different social media sites demonstrate the same marketing effectiveness, suggesting that hotel managers use the same marketing tactics for Facebook and Twitter marketing.
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non- alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry- specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi- group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
Purpose
– Customers have high expectations that company representatives contacted online will go out of their way to be helpful. One type of social media that may be particularly useful as a customer relationship management (CRM) tool is microblogging platforms such as Twitter. The purpose of this paper is to look at the impact of perceived helpfulness of customer representative microblog responses on people's perceptions of brand trust, brand benevolence, brand attitudes and intentions to try or purchase a brand.
Design/methodology/approach
– A field experiment was conducted to manipulate three variables: type of helpfulness response (empathetic or problem‐solving), amount of helpfulness (less or more helpful), and interface in which responses were viewed (branded, Google, or Twitter).
Findings
– The interaction between type of helpfulness and amount of helpfulness led to greater perceptions of company trustworthiness and benevolence when there were many problem‐solving responses than when there were few, but the number of empathetic postings did not reveal this same pattern. Furthermore, attitudes towards the brand were greater when there were many problem‐solving postings than when there were few problem‐solving postings, and lower when there were many empathetic postings than when there were few empathetic postings.
Originality/value
– Marketers must think carefully about whether they have the necessary resources to successfully engage consumers on microblogs. This paper found that simply acknowledging that a problem exists is not the level of engagement that consumers expect. Thus, companies that cannot afford to monitor microblogs for signs of consumer distress and then respond to consumers' problems are advised to not publicly respond in purely empathetic ways.
This paper presents integrated marketing communication (IMC) and brand identity as critical components of the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the role of brand identity in informing, guiding, and helping to develop, nurture, and implement the firm's overall IMC strategy. The authors also present a conceptual framework with testable research propositions toward IMC theory development. Finally, a discussion of implications for academics and practitioners is provided, and opportunities for future qualitative and quantitative research are suggested.
Purpose - To understand how consumers may be segmented with respect to their reactions to social network marketing.
Design/methodology/approach - We segment consumers on the basis of attitudes toward social network marketing and explore the association among psychological, economic, and socio-demographic covariates using data from 883 consumers and Latent-Class Analysis.
Findings - We identify five segments – Passive, Talkers, Hesitant, Active, and Averse – along with significant covariates, such as information search, convenience, entertainment, age and gender that predict membership.
Research limitations/implications - We find evidence of two segments that are highly impacted by social network marketing in terms of brand engagement, purchase intention and WOM referral intention. The most engaged– the Active - represent approximately 10%, is most open to interacting with brands in social networks, likely to make a purchase as a result of the campaign, and likely to spread WOM. The second group – Talkers - representing 28%, is also high on all outcomes, but not impacted as greatly in terms of purchase intentions.
Practical implications - There is a sizable share of the market (38%) that can be positively impacted through social network marketing. We reinforce that it is problematic to collapse all users of social networks.
Originality/value - We offer a more nuanced understanding of how consumers engage with social media by focusing on how consumers engage with social network marketing and by employing three segmentation bases: brand engagement, purchase intention, and WOM.
CRM has traditionally referred to a company managing relationships with customers. The rise of social media, which has connected and empowered customers, challenges this fundamental raison d'etre. This paper examines how CRM needs to adapt to the rise of social media. The convergence of social media and CRM creates pitfalls and opportunities, which are explored. We organize this discussion around the new “social CRM house,” and discuss how social media engagement affects the house's core areas (i.e., acquisition, retention, and termination) and supporting business areas (i.e., people, IT, performance evaluation, metrics and overall marketing strategy). Pitfalls discussed include the organization's lack of control over message diffusion, big and unstructured data sets, privacy, data security, the shortage of qualified manpower, measuring the ROI of social media marketing initiatives, strategies for managing employees, integrating customer touch points, and content marketing.
This paper reports the results of two studies examining the potential for advertising to enhance a product's perceived trustworthiness. We find that prior experience is not an essential prerequisite for the seeds of trust to be planted, as advertising with a simple trust appeal for an unknown brand was able to enhance the perceived trustworthiness of the advertised brand. It is interesting to note that advertising was able to enhance a brand's perceived trustworthiness even in the absence of any overt trust claims. Finally, the effectiveness of simplistic trust appeals was found to be contingent on the presence of additional advertising claims about the brand's competency and benevolence.
If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers' behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers' behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors' discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.
What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. The authors seek to determine the relationship between the two assets and perspectives in terms of similarities and differences. They examine the development of customer and brand perspectives and describe how each adds value to the firm and to the customer. Subsequently, they delineate possible approaches for measuring marketing assets. They discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies. They conclude by suggesting future research directions.
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors
propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived
quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity.
The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price
promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store
image, and high distribution intensity are related to high brand equity.
- keting and advertising. Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to brand - ing and advertising, and reviews studies that have used the model for aspects of inter - national branding and for advertising research. It provides some cautious remarks about applying the model. Suggestions for more cross-cultural research are added.
Data obtained from 375 members of a consumer panel in a two-phase study of consumer experiences with automobile repairs and services were used to examine the antecedents and consequences of consumer satisfaction. The results support previous findings that expectations and disconfirmation are plausible determinants of satisfaction, and suggest that complaint activity may be included in satisfaction/dissatisfaction research as suggested by earlier descriptions of consumer complaining behavior.
The American Customer Satisfaction Index (ACSI) is a new type of market-based performance measure for firms, industries, economic sectors, and national economies. The authors discuss the nature and purpose of ACSI and explain the theory underlying the ACSI model, the nation-wide survey methodology used to collect the data, and the econometric approach employed to estimate the indices. They also illustrate the use of ACSI in conducting benchmarking studies, both cross-sectionally and over time. The authors find customer satisfaction to be greater for goods than for services and, in turn, greater for services than for government agencies, as well as find cause for concern in the observation that customer satisfaction in the United States is declining, primarily because of decreasing satisfaction with services. The authors estimate the model for the seven major economic sectors for which data are collected. Highlights of the findings include that (1) customization is more important than reliability in determining customer satisfaction, (2) customer expectations play a greater role in sectors in which variance in production and consumption is relatively low, and (3) customer satisfaction is more quality-driven than value- or price-driven. The authors conclude with a discussion of the implications of ACSI for public policymakers, managers, consumers, and marketing in general.
Several issues relating to goodness of fit in structural equations are examined. The convergence and differentiation criteria, as applied by Bagozzi, are shown not to stand up under mathematical or statistical analysis. The authors argue that the choice of interpretative statistic must be based on the research objective. They demonstrate that when this is done the Fornell-Larcker testing system is internally consistent and that it conforms to the rules of correspondence for relating data to abstract variables.
Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors’ ads. The authors conclude with implications for the marketing of new and mature brands.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Strategy is about seeking new edges in a market while slowing the erosion of present advantages. Effective strategy moves are grounded in valid and insightful monitoring of the current competitive position coupled with evidence that reveals the skills and resources affording the most leverage on future cost and differentiation advantages. Too often the available measures and methods do not satisfy these requirements. Only a limited set of measures may be used, depending on whether the business starts with the market and uses a customer-focused approach or alternatively adopts a competitor-centered perspective. To overcome possible myopia, the evidence of advantage should illuminate the sources of advantage as well as the manifestations of superior customer value and cost superiority, and should be based on a balance of customer and competitor perspectives.
Robots have emerged as a force in infrastructure inspection. That is especially true in the oil, gas, and petrochemical industries, which are not an obvious test bed for new technology. Because their assets range into the billions of dollars, their managers are very cautious about entrusting their facilities to any new technology. Yet even something as simple as inspecting storage tanks for corrosion and leaks shows why robots are increasingly popular. This article delves into the current status and future outlook for robotic inspection efficiency.
Purpose
Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods.
Design/methodology/approach
Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for.
Findings
Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome.
Research limitations/implications
The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity.
Practical implications
An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity.
Originality/value
A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.
Knowing that nowadays many companies are integrating social media in their online marketing communication strategies, it is important to determine whether its usage has the ability to influence the consumers’ perceptions towards brands. Starting from the assumption that social media marketing communication can influence the consumers’ trust, affect and loyalty towards brands, this article aims to investigate the relationships between these four main concepts. The research developed for this purpose was conducted on a sample of 314 respondents and in order to validate the proposed conceptual model, the data analysis used structural equation modeling, based on variance method. The results point out that the importance given to the characteristics of social media marketing communications are directly related to brand trust and brand affect, the two main determinants of brand loyalty, as shown in the conceptual model. © 2016, Bucharest University of Economic Studies. All rights reserved.
Drawing on social identity theory (SIT), this research investigates the role of university content strategies on student experiences in social media brand communities (SMBCs). A netnography of a university’s SMBCs sought to grasp the influences of identity cues, narratives, and marketer traits on member reactions. It was revealed that social media content plays an important sensegiving role in meeting members’ need to understand themselves, feel distinctive and positive about themselves, and feel supported and connected. The findings contribute to our understanding of the social media marketing phenomenon and inspire practice in the design of meaningful customer experiences in social media.
While the traditional marketing literature typically illustrates consumers as passive recipients of products and services, social media enables consumers to actively participate in cocreation during new product launch periods. Building on Tuten and Solomon’s Zones of Social Media framework, the authors show how Twitter can be leveraged to create social community and social publishing opportunities. Using an exploratory study investigating the new product launches of the PlayStation 4 and Xbox One video game consoles, the authors show that shared language and personalized communication cultivated through these opportunities can enhance new product launch efforts by facilitating learning and knowledge cocreation.
The objective of this research is to identify two harvestable word-of-mouth (WOM) proxies and test their construct validity. Bivariate measures of association of user-generated content (UGC) data compiled from Facebook.com on sixty-one firms across nine markets suggest the WOM proxies were positively correlated, maintaining varying relationships with firms’ stock market performance. Study two uses time-series analysis to demonstrate that these WOM proxies change in tandem with stock prices, implying that they are sensitive to firm behaviors and that UGC is a leading indicator of stock market performance. As such, the findings provide managers with a tool to more accurately assess impressions of the firm.
A lack of a consensus regarding what constitutes engagement in the context of social media has made it difficult for scholars to generate theory in this area and has created challenges for managers attempting to demonstrate positive outcomes stemming from social media marketing. To address this issue, qualitative studies are undertaken with marketing practitioners and consumers to provide clarification and to formulate a formal definition of engagement in this context. The studies reveal it to be a psychological state of mind operating independently from interactive behaviors such as “liking” and sharing content. The findings offer new insight into consumer consumption of social media content and sow the seeds for future exploration.
The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance. The current authors sought to fill the gap of knowledge on the relationship between social media and real-world conversations and outcomes for brands. Building on a decade’s worth of research, they used four key metrics—volume, sentiment, sharing, and influence—to study the potential for correlations between online and offline conversations about brands. There were, in fact, almost no correlations, which suggests the need for marketers to develop separate digital and offline social influence strategies. © 2017, World Advertising Research Center. All rights reserved.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Purpose
The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions.
Design/methodology/approach
Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses.
Findings
The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands.
Research limitations/implications
This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population.
Originality/value
The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.
Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian), who follow the five brands studied on social media, the study develops a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrates the links between social media marketing efforts and their consequences (brand preference, price premium, and loyalty). The study measures brands' social media marketing efforts as a holistic concept that incorporates five aspects (entertainment, interaction, trendiness, customization, and word of mouth). Another contribution of the study is that it finds that SMMEs have a significant positive effect on brand equity and on the two main dimensions of brand equity: brand awareness and brand image.
Brand equity has been criticized by some for an alleged lack of managerial relevance. This paper reports a study which operationalizes brand equity and empirically tests a conceptual model adapted from the work of Aaker (1991) and Keller (1993) considering the effect of brand attitude and brand image on brand equity. The results indicate that brand equity can be manipulated at the independent construct level by providing specific brand associations or signals to consumers and that these associations will result in images and attitudes that influence brand equity. The results suggest that focusing on the constructs that create brand equity is more relevant to managers than trying to measure it as an aggregated financial performance outcome.
The brand value chain offers a holistic, integrated approach to understanding the value created by brands. According to the model, brand value creation begins with the firm's marketing activity. This influences customers who, in turn, affect how the brand performs in the marketplace and is ultimately valued by the financial community. Three important multipliers moderate the extent of transfer between these value stages: the program quality multiplier, the marketplace conditions multiplier, and the investor sentiment multiplier.
Product design is a source of competitive advantage for companies and is an important driver of company performance. Drawing on an extensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the dimensions of aesthetics, functionality, and symbolism. In addition, they investigate the impact of these design dimensions on purchase intention, word of mouth, and willingness to pay. The results indicate that the design dimensions positively influence willingness to pay and also have a positive effect on purchase intention and word of mouth, both directly and indirectly through brand attitude.
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.
To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed.
Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online media because of their social network structure and egalitarian nature. These differences require a distinct measurement approach as a prerequisite for proper analysis and subsequent management. To develop the right social media metrics and subsequently construct appropriate dashboards, we provide a tool kit consisting of three novel components. First, we theoretically derive and propose a holistic framework that covers the major elements of social media, drawing on theories from marketing, psychology, and sociology. We continue to support and detail these elements — namely ‘motives,’ ‘content,’ ‘network structure,’ and ‘social roles & interactions’ — with recent research studies. Second, based on our theoretical framework, the literature review, and practical experience, we suggest nine guidelines that may prove valuable for designing appropriate social media metrics and constructing a sensible social media dashboard. Third, based on the framework and the guidelines we derive managerial implications and suggest an agenda for future research.
The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand's performance substantially. Literature about social media's impact on brands is evolving, but lacks a systematic identification of key challenges related to managing brands in this new environment. This paper reviews existing research and introduces a framework of social media's impact on brand management. It argues that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks. Firms need to pay attention to such consumer-generated brand stories to ensure a brand's success in the marketplace. The authors identify key research questions related to the phenomenon and the challenges in coordinating consumer- and firm-generated brand stories.
Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity Our analysis reveals that brand experience, an antecedent of brand attitude, mediates the relationship between pre-event and post-event brand equity in all types of events. Brand attitude, on the other hand, mediates this relationship only in some cases (trade shows and street events). Implications of the results for event theory and practice are discussed.
The article examines the use of social media by Internet users related to advertising and marketing, called "consumers' online brand-related activities (COBRA)." Interviews are conducted with such Internet users through instant messaging as to their motivations for engaging with brands and brand name products through social media. It was found that a desire for information, a desire for entertainment and the possibility of reward were the primary motivations for COBRA activity by Internet users, with entertainment being the primary motivation for the generation of brand-related social media content.
In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model. Five constructs of perceived SSM activities of luxury fashion brands are entertainment, interaction, trendiness, customization, and word of mouth. Their effects on value equity, relationship equity, and brand equity are significantly positive. For the relationship between customer equity drivers and customer equity, brand equity has significant negative effect on customer equity while value equity and relationship equity show no significant effect. As for purchase intention, value equity and relationship equity had significant positive effects, while relationship equity had no significant influence. Finally, the relationship between purchase intention and customer equity has significance. The findings of this study can enable luxury brands to forecast the future purchasing behavior of their customers more accurately and provide a guide to managing their assets and marketing activities as well.
Two experimental studies (a lab experiment and a study involving a real usage experience over time) reveal the existence of a strong, positive impact of customer satisfaction on willingness to pay, and they provide support for a nonlinear, functional structure based on disappointment theory (i.e., an inverse S-shaped form). In addition, the second study examines dynamic aspects of the relationship and provides evidence for the stronger impact of cumulative satisfaction rather than of transaction-specific satisfaction on willingness to pay.
Purpose
– The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer‐based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm‐created and user‐generated social media communication.
Design/methodology/approach
– A total of 393 data sets from three different industries, namely tourism, telecommunications, and pharmaceuticals, were generated using a standardized online‐survey. Structural equation modeling was used in the analysis of the data obtained to investigate the interplay of social media and traditional media in general, as well as in an examination of industry‐specific differences.
Findings
– The results of the empirical study show that both traditional communications and social media communications have a significant impact on brand equity. While traditional media has a stronger impact on brand awareness, social media communications strongly influence brand image. Firm‐created social media communication is shown to have an important impact on functional brand image, while user‐generated social media communication exerts a major influence on hedonic brand image. Furthermore, the present study highlights significant differences between the industries under investigation.
Originality/value
– The research described in this paper is pioneering in that it juxtaposes the impacts of social media and traditional media on brand equity – a topic of increasing interest to firms in the era of Facebook and Twitter but so far largely uninvestigated. Moreover, the differentiation between firm‐created and user‐generated social media communication, which is gaining increasingly in importance, as companies see their brand marketing power devolve to the consumer through social media platforms, offers valuable insights to marketing practitioners and academics.
