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- Examining brand post characteristics that drive Facebook consumer engagementPublication . Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana TeresaThe development and increased use of social media by the consumers has brought new challenges for brands and marketeers. Relying on the relational paradigm and being aware of social media enormous potential to reach, to foster relationships and engage and to create bonds between brand and consumer, marketeers are increasingly using and considering them in their marketing strategy. In this context, social networking sites and, in particular, Facebook, are achieving an increasing relevance for marketeers to communicate and engage their target. Building on the Uses & Gratifications (U&G) theory and online consumer engagement research, our study analyzes the influence of marketing strategies related to Facebook post characteristics, such as post media and content type on fans response in terms of liking, sharing, and commenting brand posts, considered as online consumer engagement activities. For this purpose, the authors have collected and coded approximately 2800 posts sourced from the Facebook brand pages of four top selling fashion brands (Cubanas, Paez, Havaianas and Fly London), considering the period between 1st March 2015 until 31th December 2017. This research identifies differences across different consumer engagement activities. As such, informational, interactive and remunerational posts seem to have a positive effect on the several online consumer engagement activities examined, while vividness and entertainment yield mixed results. These findings and their implications are discussed in the context of branding and relationship marketing.
- Examining brand post characteristics that drive Facebook consumer engagementPublication . Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana TeresaThe development and increased use of social media by the consumers has brought new challenges for brands and marketeers. Relying on the relational paradigm and being aware of social media enormous potential to reach, to foster relationships and engage and to create bonds between brand and consumer, marketeers are increasingly using and considering them in their marketing strategy. In this context, social networking sites and, in particular, Facebook, are achieving an increasing relevance for marketeers to communicate and engage their target. Building on the Uses & Gratifications (U&G) theory and online consumer engagement research, our study analyzes the influence of marketing strategies related to Facebook post characteristics, such as post media and content type on fans response in terms of liking, sharing, and commenting brand posts, considered as online consumer engagement activities. For this purpose, the authors have collected and coded approximately 2800 posts sourced from the Facebook brand pages of four top selling fashion brands (Cubanas, Paez, Havaianas and Fly London), considering the period between 1st March 2015 until 31th December 2017. This research identifies differences across different consumer engagement activities. As such, informational, interactive and remunerational posts seem to have a positive effect on the several online consumer engagement activities examined, while vividness and entertainment yield mixed results. These findings and their implications are discussed in the context of branding and relationship marketing.
- Consumer engagement: The amplifying effect of commentsPublication . Machado, Ana Teresa; Antunes, Ana Cristina; Miranda, SandraFacebook brand pages have become a major channel through which consumers are able to interact with brands in a direct way by liking, sharing and/or commenting on brands’ posts and messages. In fact, these liking, sharing and commenting functions of Facebook enable anyone to respond to a brand post easily. Thus, one brand post can receive thousands of comments from Facebook users interacting with the brand and other commenters, providing a platform for dialogue on social media from which it is easy to solicit information, gain feedback and better understand the consumer. Customers can increasingly integrate and act as co-creators and multipliers of brand messages and are now empowered to get in contact with each other, as well as engage and participate actively in brand communication on Facebook brand pages. These activities strengthen the bonds that consumers have with companies by turning them into engaged fans. It is vital for brands to understand this engagement to successfully develop their social media strategies, and thus achieve their desired outcomes. It is our purpose to address some of these issues. Brand fans can comment either positively, neutral, or negatively on brand posts and we postulate that the valence of comments have an impact on the Consumer Engagement with Facebook brand pages. For the purpose of our study we selected the Facebook pages of Cubanas, Paez, Havaianas and Fly London, four fashion brand shoes with high levels of awareness that ranked on the top position RankUPT, a statistics website aimed at the analysis and measurement of Facebook’s Pages in Portugal. Postings and respective data were collect automatically from the 1st of March 2015 until the 31st of December 2017. Results indicate that positive comments are predictors of sharing and commenting activities on Facebook brand pages while negative comments did not prove to be a statically valid antecedent of those variables. The academic and business implications of the study are examined, in particular for branding and relationship marketing.
- The art of engagement: brands on social networksPublication . Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana TeresaSince the presence of brands on social networking sites is now a constant in accordance with the relational paradigm, it is important to understand the impact of this presence in the relationship brand-consumer, in particular in engagement, the main objective of this study. Given the specific nature of social networks, brands have been using them as a way to get closer to the consumer, as part of their daily life and their social relations, seeking to be perceived as “friendly” brands and reinforce feelings of belonging and commitment. From the universe of brands, Cubanas was the brand selected, based on RankUPT, a statistics website aimed at the analysis of Facebook’s activity in Portugal that makes a daily measurement of homepages, based on the number of fans. A netnographic study was conducted, through a non-interventionist observational technique, added with a collection of qualitative behavioral data which took place between March and December 2015, and also considering the use of secondary data for the descriptive analysis of the brands in question. Metrics used for measuring engagement were the most commonly used in other studies (e.g., likes, sharing, commenting), along with the Malhotra, Malhotra and See (2013) criteria for the drivers of engagement. The results are discussed and the academic and business implications of the study are examined, in particular for branding and relationship marketing.