Looking beneath the surface: how brands led to consumer engagement in social media

Miranda, Sandra; Machado, Ana Teresa; Antunes, Ana Cristina

Publication

Looking beneath the surface: how brands led to consumer engagement in social media

2016-09Conference object

dc.contributor.author	Miranda, Sandra
dc.contributor.author	Machado, Ana Teresa
dc.contributor.author	Antunes, Ana Cristina
dc.date.accessioned	2017-12-15T12:13:17Z
dc.date.available	2017-12-15T12:13:17Z
dc.date.issued	2016-09
dc.description.abstract	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.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.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)	pt_PT
dc.identifier.issn	1949-9108
dc.identifier.uri	http://hdl.handle.net/10400.21/7709
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	IAMB- International Academy of Management amd Business	en
dc.relation.publisherversion	http://iamb.org/london/	en
dc.relation.publisherversion	http://iamb.org/Proceedings/2016/london/MS/73%20Miranda%20MSP.pdf	eng
dc.rights.uri	http://creativecommons.org/licenses/by-nc-sa/4.0/	pt_PT
dc.subject	Consumers	eng
dc.subject	Social media	en
dc.subject	Brands	en
dc.subject	Consumers	en
dc.subject	Relationship marketing	en
dc.title	Looking beneath the surface: how brands led to consumer engagement in social media	en
dc.type	conference object
dspace.entity.type	Publication
oaire.citation.conferencePlace	Regent’s University London, London, United Kingdom	en
oaire.citation.title	IAMB Conference, 22nd	en
person.familyName	Lopes Miranda
person.familyName	Coelho Antunes
person.givenName	Sandra Marisa
person.givenName	Ana Cristina
person.identifier.ciencia-id	681E-05F5-C887
person.identifier.ciencia-id	2D13-2F76-689F
person.identifier.orcid	0000-0002-5544-5942
person.identifier.orcid	0000-0001-8983-2062
rcaap.rights	openAccess	pt_PT
rcaap.type	conferenceObject	en
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