A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes

Pillai, Anandan; Chauhan, Kalpana

doi:10.4018/ijebr.2015070101

Cited by 1 publication

(1 citation statement)

References 49 publications

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“…Antecedents of customer brand engagement Customer brand engagement is a consumer's overall involvement and emotional investment with a brand (Hollebeek et al, 2014) or the investment of cognitive, emotional and behavioral resources into interactions with a brand (Eigenraam et al, 2018). S-commerce is an interactive platform that enables brands to create real-time customer engagement and strengthens consumer-brand relationships (Pillai and Chauhan, 2015). Digital customer engagement is a customer's online interactions with a brand such as talking about, learning about or working for a brand (Eigenraam et al, 2018).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

How does personalization affect brand relationship in social commerce? A mediation perspective

Tran

Solt

Zemanek

2020

JCM

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Purpose This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market segments based on customers’ reactions to personalized ads. Design/methodology/approach Two studies are developed to test the model using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) and serial mediation tests are also conducted to provide better insights into the results. Findings The results of the two studies show that all nine hypotheses are supported except for H4 in Study 1. Three market segments (ad lovers, ad adjusters and ad haters) are identified. Each segment has a typical attitude toward personalized advertisements. Research limitations/implications Built on self-congruence literature, the current research posits that consumer-brand self-congruence can be established when a customer sees a brand advertised on Facebook after searching for that brand online. Consistently, this paper finds that through self-congruence, personalized advertising has a positive impact on brand-related outcomes. Practical implications Three segments identified – “ad lovers,” “ad adjusters” and “ad haters” are important for marketers. Companies should develop an appropriate advertising campaign for each segment, especially once the general data protection regulation is in place. Companies will be subject to a noncompliance penalty if an advertisement is posted on a user s account without approval. Identifying this segment promptly will not only enable companies to save resources but also help avoid legal complications associated with privacy concerns. Originality/value This research sheds light on the effects of personalized advertising on customer perceptions of brands in social commerce.

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