No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Usage Intentions of AIGC: From Social Media Conversation Volume and Consumer Analysis
... UMKM memiliki peran https://penerbitadm.pubmedia.id/index.php/JER yang sangat penting dalam perekonomian global dan local (Lee, 2023). Meskipun memiliki peran strategis, UMKM seringkali menghadapi tantangan dalam mengikuti perkembangan teknologi dan beradaptasi dengan perubahan perilaku konsumen. ...
Media sosial muncul sebagai solusi yang efektif untuk membantu UMKM mengatasi berbagai hambatan tersebut. Pemanfaatan media sosial tidak hanya sebatas sebagai alat pemasaran, tetapi juga merubah paradigma bisnis tradisional. UMKM dapat menjalin interaksi langsung dengan pelanggan, mendengarkan umpan balik, dan merespons kebutuhan pasar secara lebih dinamis. Oleh karena itu, media sosial bukan hanya tentang menyampaikan pesan, tetapi juga tentang membangun komunitas yang terlibat secara aktif. Media sosial dapat digunakan untuk melakukan komunikasi dalam bisnis, membantu pemasaran produk dan jasa, berkomunikasi dengan pelanggan dan pemasok, melengkapi merk, mengurangi biaya dan untuk penjualan online. Tujuan penelitian ini untuk mengetahui pemanfaatan media sosail untuk pengembangan usaha bagi UMKM di Kabupaten Tulang Bawang. Jenis penelitian yang digunakan penulis adalah penelitian lapangan (field research) dengan metode penelitian kualitatif. Adapun hasil dari penelitian ini adalah Para UMKM memasarkan produk ke media sosial karena media sosial merupakan konsep yang mampu memberikan ketertarikan terhadap pengguna dengan cara memanfaatkan jenis media sosial seperti facebook, instagram, website, blog dan lainnya. Selain digunakan facebook media pemasaran untuk memperluas jaringan konsumen dan menarik pelanggan dengan mengikuti trend yang up to date dengan harapan para UMKM dapat memberikan pemahaman tentang produk yang mereka pasarkan.
Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations.
Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching.
Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants.
Practical implications – The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies.
Originality/value – The authors propose an interdisciplinary approach to investigate brand
associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.
The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand’s familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity.
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility. The commercial and mass-mediated ethos in which these communities are situated affects their character and structure and gives rise to their particularities. Implications for branding, sociological theories of community, and consumer behavior are offered. Copyright 2001 by the University of Chicago.
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.
Purpose
– To revisit relationship marketing in the context of the digital economy.
Design/methodology/approach
– The paper develops a conceptual framework (the customer bonding triangle) that enables greater understanding of the contributions of service delivery and online communities in the development of bonds in interactive relationships. The function of the three key elements of the framework (namely service value, technical infrastructure and interactivity) in enabling bonding via internet communities, is developed.
Findings
– Suggests that firms rethink the role and nature of the consumer and that in order to facilitate bonding firms must make use of systems that are tightly integrated yet can also incorporate flexibility to help develop better understanding amongst participants.
Originality/value
– Provides a framework to help understand key elements in interactive relationships.
This research uses a memory network model to identify various association characteristics underlying consumer-based brand equity. An empirical study measures association characteristics, such as set size, valence, uniqueness, and origin, and examines differences between high and low equity brands on these measures. The results show that consumer association differences are consistent with external equity indicators and provide insights on strong and weak areas for each brand that could be used to strengthen the brand. The discussion addresses implications of the association patterns for managing brand equity, compares the association measures with other equity measurement approaches, and broadens the set of association concepts used in this research.