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Advisor(s)
Abstract(s)
It is undeniable that the strong growth of social media and content generated in them
is presented as a rising tide that came to stay! We are facing a change of structural nature,
requiring brands to understand that shift and to adapt their strategies as they start looking at
consumers as active partners, developing with them a close relationship, collaborative, deeply
relational, reinforcing and strengthening the bond and an emotional connection.
This fact led to an explosion of interest in consumer engagement. The opportunities
presented by social media to help build close relationships with consumers seem to have
attracted the increasing interest of practitioners in a wide variety of industries worldwide.
Academic scholarship consumer engagement, however, has lagged practice and its theoretical
foundation is relatively underdeveloped and a better understanding of the concept and their
drivers is essential to develop accurate strategies. This paper seeks to address some of these
issues.
From the universe of brands, two popular fashion brands (Cubanas and Paez) were
selected, based on RankUPT [1], 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 qualitative 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 de Vries, Gensler and Leeflang [2], Cvijiki and Michaheles [3], and Malhotra, Malhotra and See [4], 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.
Description
Keywords
Consumers Social media Brands Consumers Relationship marketing
Citation
MIRANDA, Sandra; MACHADO, Ana Teresa; ANTUNES, Ana Cristina - Looking beneath the surface: how brands led to consumer engagement in social media. In: The 22nd IAMB Conference. London, (Regent’s University London), 2016 (28-30 setembro)
Publisher
IAMB- International Academy of Management amd Business