scholarly journals Developing Brand Loyalty through Consumer Engagement with Brand Communities in Social Media

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Jee-Sun Park ◽  
◽  
Sejin Ha ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Three Dimensional ◽  
Three Dimensions ◽  
Survey Method ◽  
Product Involvement ◽  
Dimensional Model ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Brand Involvement

Despite the importance of consumer engagement in social media, the theoretical meaning and dimensionality remain unclear to date. This paper addressed this void by proposing consumer engagement as a multi-dimensional model consisting of cognitive, affective and behavioral dimensions and testing the model along with its antecedents (brand and product involvement) and consequence (brand loyalty) in the context of brand-hosted social media communities in South Korea. This study used a web-based survey method for data collection (N = 364). Results of SEM provided empirical evidence that supports consumer engagement as a three-dimensional construct. Further, both brand involvement and product involvement were found to positively influence all three dimensions of consumer engagement which further contribute to brand loyalty. This study contributes to the social media marketing literature by validating the three-dimensional model of consumer engagement within brand social media communities. Additionally, the results guide marketers to take consumer differences in product and brand involvement into account in facilitating consumer engagement with brand communities on social media.

Brand Loyalty and Online Brand Communities

2016 ◽  
Vol 6 (3) ◽  
pp. 50-61
Author(s):  
Katherine Barnet ◽  
Sharmila Pixy Ferris
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Loyalty ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Social Media ◽  
Food Network ◽  
Online Brand Communities ◽  
Content Analyses ◽  
Social Media Network

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.

When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities

2019 ◽  
Vol 29 (4) ◽  
pp. 704-724 ◽  
Author(s):  
Linlin Liu ◽  
Renjing Liu ◽  
Matthew Lee ◽  
Jiawen Chen
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Self Efficacy ◽  
Brand Community ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Engagement Theory ◽  
Community Identification ◽  
Personal Engagement

Purpose The purpose of this paper is twofold: first, to explain whether consumer engagement in social media brand communities (SMBCs) motivates consumer brand loyalty; and second, to explore the antecedents of consumer engagement by developing a model based on personal engagement theory. Design/methodology/approach Online survey data from 279 brand community members of Weibo (one of the most popular social media websites in China) were used to test the proposed model. Structural equation modeling with partial least squares was performed to test both the measurement model and the structural model. A hierarchical multiple regression analysis was conducted to examine the interaction effects. Findings The findings show that three factors, namely, recognition, community identification and self-efficacy, had significant positive effects on consumer engagement in SMBCs, which consequently enhanced brand loyalty. Self-efficacy moderated the effects of both community identification and recognition on consumer engagement. The impacts of three factors on consumer engagement are contingent upon the type of SMBCs. Originality/value This study extends and advances the literature on consumer engagement by explaining consumer engagement in SMBCs from a new theoretical lens. This study also enriches personal engagement theory by investigating the effects of the interaction between different conditions of engagement. In addition, this study contributes to brand loyalty literature by providing empirical evidence of the impact of consumer engagement on brand loyalty. Finally, this study contributes to the online brand community study by introducing personal engagement theory into SMBC context, and examining the moderating role of SMBC types.

Brand Loyalty and Online Brand Communities

2018 ◽  
pp. 533-544
Author(s):  
Katherine Barnet ◽  
Sharmila Pixy Ferris
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Loyalty ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Social Media ◽  
Food Network ◽  
Online Brand Communities ◽  
Content Analyses ◽  
Social Media Network

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.

Mine Impact Burial Prediction From One to Three Dimensions

2008 ◽  
Vol 62 (1) ◽  
Author(s):  
Peter C. Chu
Keyword(s):  
Three Dimensional ◽  
Time History ◽  
Three Dimensions ◽  
Vertical Position ◽  
Burial Depth ◽  
Prediction Errors ◽  
Two Dimensional ◽  
Dimensional Model ◽  
One Dimensional ◽  
Dimensional Models

The Navy’s mine impact burial prediction model creates a time history of a cylindrical or a noncylindrical mine as it falls through air, water, and sediment. The output of the model is the predicted mine trajectory in air and water columns, burial depth/orientation in sediment, as well as height, area, and volume protruding. Model inputs consist of parameters of environment, mine characteristics, and initial release. This paper reviews near three decades’ effort on model development from one to three dimensions: (1) one-dimensional models predict the vertical position of the mine’s center of mass (COM) with the assumption of constant falling angle, (2) two-dimensional models predict the COM position in the (x,z) plane and the rotation around the y-axis, and (3) three-dimensional models predict the COM position in the (x,y,z) space and the rotation around the x-, y-, and z-axes. These models are verified using the data collected from mine impact burial experiments. The one-dimensional model only solves one momentum equation (in the z-direction). It cannot predict the mine trajectory and burial depth well. The two-dimensional model restricts the mine motion in the (x,z) plane (which requires motionless for the environmental fluids) and uses incorrect drag coefficients and inaccurate sediment dynamics. The prediction errors are large in the mine trajectory and burial depth prediction (six to ten times larger than the observed depth in sand bottom of the Monterey Bay). The three-dimensional model predicts the trajectory and burial depth relatively well for cylindrical, near-cylindrical mines, and operational mines such as Manta and Rockan mines.

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

scholarly journals A Three-Dimensional Polar Ice-Sheet Model

1977 ◽  
Vol 18 (80) ◽  
pp. 373-389 ◽  
Author(s):  
D. Jenssen
Keyword(s):  
Three Dimensional ◽  
Ice Sheet ◽  
Greenland Ice Sheet ◽  
Phase Changes ◽  
Three Dimensions ◽  
Dimensional Model ◽  
Polar Ice ◽  
Three Dimensional Model ◽  
Temperature Dependent ◽  
Mass Depletion

AbstractA three-dimensional model of the temperature and velocity distribution within any arbitrary-shaped ice mass is described. There is a mutual interaction in the model between the flow of the ice and its thermodynamics, since the flow law used in the model is temperature-dependent.Ice growth in three dimensions is governed by mass accumulation through precipitation, by mass depletion through loss of ice over the ocean, and by continuity requirements. Phase changes at the base of the ice are accounted for. The model has been applied in art exploratory manner to the Greenland ice sheet. Changes in the ice shape and temperature are presented and discussed. The basic shortcoming of the model as here presented appears primarily due to the coarse finite-difference mesh used, and to an unsophisticated approach to modelling the boundary ice.

scholarly journals "TASTE THIS VIDEO!": FACEBOOK VIDEOS AS EMBODIED EXPERIENCES.

2020 ◽  
Author(s):  
Hadas Schlussel ◽  
Paul Frosh
Keyword(s):  
Social Media ◽  
Three Dimensional ◽  
Embodied Interaction ◽  
Dimensional Model ◽  
Three Dimensional Model ◽  
Physical Character ◽  
The World ◽  
Embodied Experiences ◽  
Facebook Pages ◽  
Media Formats

Videos are among the most widely used media formats on Facebook. Yet little research has been done on their aesthetic and formal attributes, and especially on how they operate within the frameworks of attention, interruption and embodied interaction specific to social media interfaces. This paper examines recipe videos published on Tasty, one of the most popular Facebook pages in the world. We analyze these videos through a novel three-dimensional model that integrates their semiotic characteristics (visual, auditory and textual), their interactive and haptic qualities, and their invitation to perceptual engagement and sensorimotor response. We conclude that Facebook recipe videos are exemplary of a broader category of social media videos which we call $2 : these create heightened multisensory experiences that take precedent over informational use or narrative involvement, revealing the deeply physical character of our connections to social media and a yearning for embodied presence in what we might call our online-life.

scholarly journals No One Is Leaving This Time: Social Media Fashion Brand Communities

2021 ◽  
Vol 13 (23) ◽  
pp. 12957
Author(s):  
Albert Chukwunonso Diachi ◽  
Ayşe Tansu ◽  
Oseyenbhin Sunday Osemeahon
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Positive Impact ◽  
Consumer Engagement ◽  
Self Disclosure ◽  
Brand Communities ◽  
Digital Era ◽  
Fashion Brand ◽  
The Relationship

In an attempt to enrich existing literature on online fashion brand communities in the digital era, this research aimed at exploring the relationship between peer influence and self-disclosure on sustaining consumer engagement in generating loyalty to social media fashion brand communities (SMFBCs). The survey included a sample of 365 members who follow local Nigerian SMFBCs and was analyzed using SmartPLS v3.2.9. Findings from the study show that peer influence and self-disclosure have a positive impact on sustaining consumer engagement in social media fashion brand communities. Furthermore, the findings show that self-disclosure mediated the relationship between peer influence and sustaining consumer engagement. Finally, consumer engagement fosters loyalty to social media brand communities.

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.

Consumer engagement in social media brand communities: A literature review

2022 ◽  
Vol 63 ◽  
pp. 102457
Author(s):  
Zélia Raposo Santos ◽  
Christy Cheung ◽  
Pedro Simões Coelho ◽  
Paulo Rita
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Consumer Engagement ◽  
Brand Communities
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