PurposeThe aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement. The impact of content strategy variables – content type, posting agility, posting day and content context on number of likes and number of comments, which were manifest variables for customer engagement was assessed here.Design/methodology/approachThis study follows a positivistic paradigm and employs case study research design. The data were collected by netnography method from brand communities on social networking web sites. The data were collected on a longitudinal basis for one year. Ten brand communities were tracked for the period and the analysis is based on total 1,440 posts made by brands during this period.FindingsThe content type and content agility were found to have significant impact on number of likes and comments, which were treated as manifest variables for customer engagement. The two‐way interaction indicated that content type and content context had significant impact on number of likes and comments.Research limitations/implicationsIt is one of the first attempts to characterize the relationship between a firm's content strategy of its BC on social networking sites and the customer engagement. This study identifies various manifest variables for both the content strategy of the firm and the customer engagement.Practical implicationsThis study would facilitate practicing community managers and content managers to understand and develop content strategy which would lead to desired customer engagement on brand communities created on social media.Originality/valueWith the application of this study's results, an organization should be able to avoid misuse of its social media marketing efforts, and should be able to focus on its content strategy, which maximises customer engagement on its brand community.
Purpose -The technology acceptance model (TAM) was developed by Davies et al. to understand the utilitarian benefits of web sites. In recent times, scholars have extended TAM as theoretical underpinning to understand user acceptance of social networking web sites (SNWs) that were hedonic in nature, which seemed inappropriate. The purpose of this paper is to examine the differences in the user acceptance phenomenon of hedonic versus utilitarian SNWs, and highlight that it is essential to provide justice to varying value propositions offered by SNWs. Design/methodology/approach -As the research study was variance based and followed a positivistic paradigm, the authors used survey methodology and collected data through online and offline questionnaires. In total, 181 usable responses were subjected to mediation analysis using structural equation modeling. Findings -The perceived usefulness emerged as a significant mediator in the case of utilitarian SNWs and perceived enjoyment emerged as a significant mediator in the case of hedonic SNWs user acceptance phenomenon. Research limitations/implications -One web site each from hedonic and utilitarian SNWs was considered for the study. Future studies may be conducted by incorporating multiple web sites in each category to further emphasize the findings. Also, future studies might study the user acceptance phenomenon on the theoretical underpinning of the unified theory of acceptance and use of technology, which is much comprehensive than TAM. Practical implications -There seems to be a notion that SNWs need to be hedonic and offer entertainment value proposition to attract large number of users. However, SNWs with valuable utilitarian value propositions built around appreciable ideas would also be accepted by users as an efficient networking tool. Originality/value -Research on user acceptance of SNWs has been focused mostly on hedonic SNWs like Facebook and MySpace, while user acceptance of utilitarian SNWs like LinkedIn and Ryze has remained an unexplored domain.
PurposeThe purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding approaches (corporate and house of brands) that various firms follow.Design/methodology/approachThe data are collected from databases of Centre for Monitoring Indian Economy (CMIE) and from the web site of National Stock Exchange. Time series regression is performed using SPSS software to test the model.FindingsAdvertising expenditure has a positive impact on the intangible value of the firm and this relationship is stronger for firms following corporate branding than for firms that follow house of brands strategy. Distribution expenditure has negative impact on the intangible value of the firm and this relationship is stronger for firms following corporate branding than for firms that follow house of brands strategy.Research limitations/implicationsSince most of the data retrieved for the analysis were of B2B (business to business) firms, the findings may not be generalized for all firms.Practical implicationsAdvertising expenditure has a diminishing marginal utility in creating intangible value. It would be useful for firms to understand where they are on this continuum and whether their advertising expenditure is giving adequate returns or may be better spent elsewhere.Originality/valueIn the literature, researchers have expressed mixed viewpoints regarding the impact of total marketing spend on intangible value. The marketing expenditures are found to have both positive and negative impact on intangible value, with respect to various contexts. However, the impact of major components of marketing expenditures is not addressed. This gap is addressed in this research paper.
Healthcare initiatives backed by electronic-governance (e-governance) principles have contributed well to the extant literature and practice. Governments and healthcare systems across the world were taken aback by the swamping impact of the COVID-19 pandemic. However, they reacted quickly by developing contact-tracing mobile applications (apps) for creating awareness, providing information about various healthcare initiatives, and helping citizens to use the required information in case of emergency. The major challenge was to develop such e-governance interventions in a short time and ensure their quick adoption among the masses. Hence, it is worthwhile to investigate the factors leading to the adoption of such e-governance initiatives, especially in the context of a widespread pandemic situation. The present study is an attempt to analyze the factors driving the intention to use contact tracing mobile apps launched by governments globally during the COVID-19 pandemic. We have conducted the study in the context of India, where the government launched a community-driven contact tracing mobile app for its citizens during the COVID-19 pandemic in April 2020. The study adopted an empirical approach to test how epistemic value, convenience value, conditional value, functional value, and privacy concerns influenced the intention to use this approach. The study found that intention to use such an app was positively influenced by functional value, which in turn was positively influenced by convenience and conditional values. It suggests that the convenience of using the app, perceived seriousness of the pandemic (i.e., conditional value), and utilitarian benefits (i.e., functional value) of the contact-tracing mobile app enhanced its acceptance. However, its novelty (i.e., epistemic value) and privacy concerns are not significant predictors of intention to use. The study recommends that the government should place more emphasis on improving the functional value which is driven by convenience and context-specific features to push the use of an e-governance initiative during the crisis.
This research paper analyzes the content strategy of World's top 10 management institutes that they followed on Facebook to understand the importance of content strategy in building brand communities. It uses the Netnographic approach to analyse the content strategy and establishes that the content context i.e. its relevance to the community matters the most in building strong community. This research would fill the gap that existed in the brand community literature where researchers hardly discussed about relevance of content strategy in brand's social media strategy.
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