A brand is no longer what we tell the customer, it is what customers tell each other. The importance of using a social media mix for marketing purposes has never been greater than it is today. Ignoring these tools can have unfavourable effects on any company, whether in the form of lack of competitiveness or in the case of unnecessarily high costs for promotion with weak effect and targeting. We aim to examine the relationship between a customer's brand experience and loyalty to the brand, its image and willingness to recommend the brand to others. The paper examines the sample of 476 respondents questioned through the CAWI method -computer assisted web interviewing. A random sampling method was used. All of them are active users of social media tools. Data collection took place during the first half of 2016. We came to interesting findings concerning the existence of presented relationships. It appeared that a customer's brand experience is a crucial factor for the success of a company in the environment of social media. All the relationships presented in this study proved to be significant with a strong γ coefficient in all cases of branding experience relation to loyalty, image and willingness to recommend the brand. The findings are subsequently transformed into a set of recommendations that help in setting the right marketing activities of companies in the online environment. There are also implications for the development of strong social media presence.
Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.
The issue of reputation management in terms of increasing sustainable performance and competitiveness is rapidly developing and undoubtedly is the most important tool in the business area. The study analyzes the reputation of 10 companies with the largest share in the aviation market that were selected on the basis of one of the most widely-used measures of airline size - passenger-kilometer (RPKs) as presented by the International Air Transport Association. The aim is to point out online reputation tools and present ways to improve the performance and competitiveness of analyzed subjects by managing several digital metrics that create this reputation. For this purpose, was applied a modified multi-factor analysis of the overall online reputation sentiment. The research results provide business units with reasonable evidence to proactively implement and invest in reputation management approach because such approach should have a positive impact on their sustainable performance dimensions and further enhance strategic competitiveness.
Rail transport is one of the most widely used modes of transport in most parts of the world. Therefore, knowing what customers think of its quality means valuable information for making informed decisions. The aim of this paper is to assess the statistical significance of the relationships between selected analyzed variables of passenger satisfaction with rail transport in the selected market. To achieve this goal, the paper made use of questionnaire data. Data collection took place in the months of February to April 2022. A total of 252 verified records were included in the analysis. Prior to the analysis, the authors researched relevant literature and existing research studies (basic framework for the analysis). The research part of the study made use of the Mann-Whitney U test and the Kruskal-Wallis test to analyze the differences, followed by the Spearman's correlation coefficient to assess the relationships. The results did not confirm the statistical significance of the differences in the context of the analyzed groups, but in the case of the context of the individual analyzed factors, statistical significance was observed. The findings were put into a wider context in terms of the existing research. The limitations of the study and the possibilities for future research were also outlined.
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