Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media

2018 ◽  
Vol 82 (1) ◽  
pp. 37-56 ◽  
Author(s):  
Anatoli Colicev ◽  
Ashwin Malshe ◽  
Koen Pauwels ◽  
Peter O'Connor
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Shareholder Value ◽  
Abnormal Returns ◽  
Brand Awareness ◽  
Purchase Intent ◽  
Socially Responsible ◽  
Daily Data ◽  
Likelihood Model ◽  
Positive And Negative Valence

Although research has examined the social media–shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/diagnosticity perspective, the authors hypothesize varying effects of owned and earned social media (OSM and ESM) on brand awareness, purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data for 45 brands in 21 sectors using vector autoregression models, they find that brand fan following improves all three mindset metrics. ESM engagement volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase intent for high involvement utilitarian brands and for brands with higher reputation, implying that running a socially responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect shareholder value.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

scholarly journals Explaining Donation Behavior in Medical Crowdfunding in Social Media

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110145
Author(s):  
Zhengwei Huang ◽  
Jing Ouyang ◽  
Xiaohong Huang ◽  
Yanni Yang ◽  
Ling Lin
Keyword(s):  
Social Media ◽  
Interpersonal Relationship ◽  
Elaboration Likelihood ◽  
Perceived Trust ◽  
Likelihood Model ◽  
Social Media Platforms ◽  
Perceived Behavior Control ◽  
Donation Behavior ◽  
Depth Interviews ◽  
Social Media Network

Medical crowdfunding in social media is growing to be a convenient, accessible, and secure manner to cover medical expenses. It differs from traditional donation initiatives and medical crowdfunding on non-social media platforms in that projects are disseminated via social media network and among acquaintances. Through semi-structured in-depth interviews on donation behaviors of 52 respondents, this study uses grounded theory to extract seven main categories that affect medical crowdfunding donation behavior in social media, namely interpersonal relationship, reciprocity of helping, attitude toward donation, perceived behavior control, perceived trust, project information, and characteristics of patients. In the spirit of Elaboration Likelihood Model, we develop a theoretical framework that the seven factors influence donation behavior in medical crowdfunding in social media via a central and a peripheral route.

scholarly journals The Impact of COVID-19 on the Stock Price of Socially Responsible Enterprises: An Empirical Study in Taiwan Stock Market

2021 ◽  
Vol 18 (4) ◽  
pp. 1398
Author(s):  
Kuo-Jung Lee ◽  
Su-Lien Lu
Keyword(s):  
Stock Market ◽  
Stock Prices ◽  
Stock Price ◽  
Abnormal Returns ◽  
Recovery Phase ◽  
Socially Responsible ◽  
Cumulative Impact ◽  
Study Approach ◽  
Price Performance ◽  
The Impact

This study examines the impact of the COVID-19 outbreak on the Taiwan stock market and investigates whether companies with a commitment to corporate social responsibility (CSR) were less affected. This study uses a selection of companies provided by CommonWealth magazine to classify the listed companies in Taiwan as CSR and non-CSR companies. The event study approach is applied to examine the change in the stock prices of CSR companies after the first COVID-19 outbreak in Taiwan. The empirical results indicate that the stock prices of all companies generated significantly negative abnormal returns and negative cumulative abnormal returns after the outbreak. Compared with all companies and with non-CSR companies, CSR companies were less affected by the outbreak; their stock prices were relatively resistant to the fall and they recovered faster. In addition, the cumulative impact of the COVID-19 on the stock prices of CSR companies is smaller than that of non-CSR companies on both short- and long-term bases. However, the stock price performance of non-CSR companies was not weaker than that of CSR companies during times when the impact of the pandemic was lower or during the price recovery phase.

scholarly journals Moving Away from Category Exclusivity Deals to Sponsorship Activation Platforms: The Case of the Ryder Cup

2021 ◽  
Vol 13 (3) ◽  
pp. 1151
Author(s):  
Yunchao Bai ◽  
Brian H. Yim ◽  
John Breedlove ◽  
James J. Zhang
Keyword(s):  
United States ◽  
Social Media ◽  
Financial Services ◽  
Case Analysis ◽  
The United States ◽  
Brand Awareness ◽  
Inquiry Process ◽  
Standard Life ◽  
The Uk ◽  
Collaborative Efforts

As a biennial event, the Ryder Cup is a men’s golf competition between teams from Europe and the United States. Ernst & Young (EY) and Standard Life Investments (SLI), who are in same business category (i.e., financial services), have served as official partners of the event in recent years. While the two firms are willing to move away from the traditional sponsorship practices of category exclusivity deals, both have been able to achieve significant success through their collaborative efforts in activating their sponsorships. This is a new, fascinating phenomenon in both sponsorship concept and practice. Through an exploratory inductive inquiry process, in this study we conduct a case analysis by examining the sponsorship activations of EY and SLI at the 2014 Ryder Cup event held in the UK. The findings demonstrate that social media plays an impactful role in the companies’ ability to engage target audiences. EY used the Ryder Cup captain as a brand ambassador, who embodied its sponsorship theme of leadership and teamwork. SLI focused on running advertising campaigns to build company image and increase brand awareness.

EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

2020 ◽  
Vol 1 (2) ◽  
pp. 1-13
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Business Growth ◽  
Media Usage ◽  
Independent Variable ◽  
Management Staff ◽  
Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

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