The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications

2020 ◽  
Vol 37 (6) ◽  
pp. 796-814 ◽  
Author(s):  
Lauren I. Labrecque ◽  
Kunal Swani ◽  
Andrew T. Stephen
Keyword(s):  
Social Media ◽  
Consumer Engagement ◽  
Global Brands ◽  
Media Communications ◽  
The Impact

Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tianfu Wang ◽  
Yam B. Limbu ◽  
Xing Fang
Keyword(s):  
Social Media ◽  
Country Of Origin ◽  
Least Square ◽  
Activity Data ◽  
Content Type ◽  
Global Brands ◽  
Brand Engagement ◽  
Consumer Animosity ◽  
Negative Impacts ◽  
The Impact

PurposeThe coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and country-of-market (COM). To address the gap, this study examines how the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity.Design/methodology/approachThe authors collect consumer engagement activity data from Facebook for eight global smartphone brands and match it with the COVID-19 statistics. Ordinary least square (OLS) models are used to estimate the impact on global brands brought by the spread of the COVID-19.FindingsThe results show that consumer brand engagement decreases for all brands in a COM as the number of confirmed COVID-19 new cases increases in the COM. Consumer brand engagement decreases for a brand across all COM as the number of confirmed COVID-19 new cases increases in the brand’s COO. If a brand’s COO is imputed for the pandemic, its consumer brand engagement will receive additional negative impacts across all COM.Originality/valueThis study enriches the COO literature by showing how the spread of a pandemic affects consumer brand engagement via COO and discovers the moderating role of consumer animosity.

Exploring the nexus of social media influencers and consumer brand engagement

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Man Lai Cheung ◽  
Wilson K.S. Leung ◽  
Morgan X. Yang ◽  
Kian Yeik Koay ◽  
Man Kit Chang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Information Seeking ◽  
Structural Equation ◽  
Motivational Factors ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Impact

PurposeGrounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs). Motivating factors, including entertainment, information seeking, reward and social interaction, are regarded as antecedents of consumers' OLT, as manifested by CIEB dimensions, including consumption, contribution and creation, and subsequently drive consumer engagement with the endorsed brands.Design/methodology/approachA self-administered questionnaire was distributed to Malaysian social media users. A total of 263 responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the impact of motivational factors on CIEBs.FindingsThe results show that the three dimensions of CIEBs can be predicted by different gratifications (information seeking, entertainment, reward and interaction). In addition, two of the CIEB dimensions, consumption and contribution, were found to have a significant positive influence on consumers' engagement with endorsed brands.Practical implicationsThis study provides insights into how social media influencers (SMIs) could lead to CIEBs by creating entertaining and rewarding content that facilitates social interaction between consumers. SMIs and marketers that encourage consumers to browse, comment and share SMI-created posts will enhance consumer engagement with the endorsed brands, as engagement is driven by the consumption and contribution to SMI-created content.Originality/valueSMI marketing is increasing, and many brands are beginning to rely more on SMIs to promote brands. Yet, there is a dearth of studies that have examined how SMIs play a role in affecting consumers' engagement with endorsed brands. This study contributes to the marketing literature by developing and empirically testing the research model. Results suggest that social interaction, reward and entertainment are key motivational factors that drive CIEBs, which, in turn, foster consumer engagement with endorsed brands.

Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior

2018 ◽  
pp. 756-773
Author(s):  
Evelyn Chronis ◽  
Qiang Lu ◽  
Rohan Miller
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Customer Relationship Management ◽  
Organic Food ◽  
Relationship Management ◽  
Customer Relationship ◽  
Purchase Behavior ◽  
Consumer Engagement ◽  
Loyalty Program ◽  
The Impact

Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management. This chapter fills this gap by proposing a conceptual framework to capture the impact of social media on traditional Customer Relationship Management in the context of consumers' organic food purchasing. Specifically, this study investigates how social media influences the purchase behavior of loyalty program members and non-loyalty program members. This study also examines the effectiveness of different types of social media content on consumer purchase behavior of organic food.

scholarly journals INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER ENGAGEMENT TOWARDS DURABLE PRODUCTS

2020 ◽  
Vol 8 (7) ◽  
pp. 335-339
Author(s):  
P. Balathandayutham ◽  
K . Anandanatarajan
Keyword(s):  
Social Media ◽  
Sampling Methods ◽  
Strong Relationship ◽  
Social Media Marketing ◽  
Sample Population ◽  
Consumer Engagement ◽  
Online Purchase ◽  
Durable Products ◽  
Convenience Sampling ◽  
The Impact

The purpose of this paper is to explore the impact of marketing through social media on consumer engagement. The sample population consisted of the online purchasers through a leading website of Chennai, for the previous 5 years. The respondents so selected for the study were asked to explain which type of postings on the websites made them to purchase through online, which of the factors made them to take part in online purchase and also to explore if these features have an influence over their purchase behaviours. The respondents of the study were selected through convenience sampling methods and the sample size was 100. The data was collected using a questionnaire and the analysis was executed through regression. The results of the study revealed that all the statements of social media marketing have positive relationship with consumer engagement.  Except second factor “The privacy of the consumers who use the product is maintained.” all other factors are highly significant with consumer engagement which means social media marketing have strong relationship with consumer engagement.

scholarly journals Endangering the Endangered: Impact of fake Covid-19 Social Media Communications in Zimbabwe

2021 ◽  
Author(s):  
Isaac Mhute ◽  
Hugh Mangeya ◽  
Ernest Jakaza
Keyword(s):  
Social Media ◽  
Negative Impact ◽  
The Novel ◽  
Human Species ◽  
The People ◽  
Media Communications ◽  
The Government ◽  
Novel Coronavirus ◽  
The Impact ◽  
Great Danger

The human species is in great danger of extinction due to the novel coronavirus that was first detected in China around December 2019. By March 2021, the world had witnessed over 116million cases, of which 36,223 are Zimbabwean. The disease that the coronavirus stimulates is quite fatal and has seen 2.57million lives succumbing to it, of which 1483 are Zimbabwean, by the same date. No cure has been discovered for it yet, though scientific researchers have already discovered several vaccines with varying efficacies. Employing a socio-pragmatic approach, the chapter explores the impact of fake covid-19 social media communications on efforts to minimize infections and fatalities in Zimbabwe, an already endangered country. It accomplishes this by qualitatively analyzing purposively sampled fake communications in circulation on social media as well as some of the utterances and behaviors people make in response to them. The chapter demonstrates the negative impact of the communications on international mitigating efforts and emphasizes the need for the government, media practitioners and social workers to always be watchful for such misleading communications and in every case to quickly counter their impact by availing correct information to the people.

scholarly journals Linking FOMO and Smartphone Use to Social Media Brand Communities

2020 ◽  
Vol 12 (6) ◽  
pp. 2166 ◽  
Author(s):  
Oseyenbhin Sunday Osemeahon ◽  
Mary Agoyi
Keyword(s):  
Social Media ◽  
Consumer Loyalty ◽  
Brand Community ◽  
Consumer Engagement ◽  
Fear Of Missing Out ◽  
Brand Communities ◽  
Smartphone Use ◽  
The Impact

Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.

Impact of consumer engagement on firm performance

2020 ◽  
Vol 38 (7) ◽  
pp. 847-861
Author(s):  
Lijuan Bai ◽  
Xiangbin Yan ◽  
Guang Yu
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Fixed Effect Model ◽  
Consumer Engagement ◽  
Content Type ◽  
Interactive Engagement ◽  
Interactive Behavior ◽  
Different Dimensions ◽  
The Impact ◽  
Personal Engagement

PurposeThe aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media.Design/methodology/approachBeyond likes and comments, combined with the interactive behavior of consumer engagement with firms on social media, we proposed a set of metrics for consumer engagement on social media, namely personal engagement, user-interactive engagement, and fan-interactive engagement. We used the fixed-effect model and validated the impact of consumer engagement in different dimensions on firm performance.FindingsThe result shows that personal engagement and user-interactive engagement significantly correlate with firm performance; however, the same effect was not observed in fan-interactive engagement.Originality/valuePrior researches on consumer engagement in social media are mainly about consumer engagement in firm-initiated social media page. In this study, we consider the consumer engagement behavior in firm-initiated and consumer-initiated social media pages, then validate the impact of different dimensions of consumer engagement on firm performance.

Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior

2015 ◽  
pp. 198-215 ◽  
Author(s):  
Evelyn Chronis ◽  
Qiang Lu ◽  
Rohan Miller
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Customer Relationship Management ◽  
Organic Food ◽  
Relationship Management ◽  
Customer Relationship ◽  
Purchase Behavior ◽  
Consumer Engagement ◽  
Loyalty Program ◽  
The Impact

Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management. This chapter fills this gap by proposing a conceptual framework to capture the impact of social media on traditional Customer Relationship Management in the context of consumers' organic food purchasing. Specifically, this study investigates how social media influences the purchase behavior of loyalty program members and non-loyalty program members. This study also examines the effectiveness of different types of social media content on consumer purchase behavior of organic food.

The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

2020 ◽  
Vol 19 (3) ◽  
pp. 280-297
Author(s):  
Hazem Rasheed Gaber ◽  
Ahmed Elsamadicy
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Content Analysis ◽  
Social Network ◽  
Social Responsibility ◽  
Consumer Engagement ◽  
Content Type ◽  
Corporate Social ◽  
Facebook Pages ◽  
The Impact

The purpose of this paper is to study how companies communicate their corporate social responsibility (CSR) practices on their Facebook pages, and it also investigates the impact of this content type on consumer engagement behaviours. Based on content analysis of the biggest twenty corporate Facebook pages in Egypt, it was found that these companies focus on non-CSR posts more than CSR posts. However, the findings showed that the CSR posts received the highest number of likes, comments and shares if compared to other content types. This article provides social media managers with some guidelines for effective posting strategies when adopting Facebook marketing. Specifically, it recommends that corporations use this social network to communicate CSR practices to consumers. Since the adoption of Facebook in CSR activities by many corporations is a relatively new practice, this article provides practitioners with some guidelines to follow.

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