All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self

Panigyrakis, George G.; Panopoulos, Anastasios; Koronaki, Eirini

doi:10.1080/02650487.2019.1663029

Cited by 53 publications

(40 citation statements)

References 112 publications

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“…Th e results of this study may be infl uenced by certain moderating infl uences, such as hotel ratings (i.e., four stars or fi ve stars). Recent studies have suggested that future research on SMMA should include more moderating infl uences in their investigations (Alalwan et al, 2017;Ibrahim et al, 2020;Ismail, 2017;Panigyrakis et al, 2020;Seo & Park, 2018;Yadav & Rahman, 2017). To achieve this aim, the present paper explores the moderating role of hotel ratings on the study's construct and measures the multi-group analysis against this moderating infl uence to determine if there are any diff erences between these two groups.…”

Section: Introductionmentioning

confidence: 99%

“…Within the context of SMM, Ko (2010, 2012) created a new framework for certain arenas (entertainment, interaction, trendiness, customization, and word of mouth [WOM]) to determine how SMMA Th is study contributes to the literature in several ways. For the fi rst gap, the research model responds to the most recent calls for additional empirical investigations into the consequences of SMMA, which have previously focused on general behavioral responses (Alalwan et al, 2017;Ebrahim, 2020;Ibrahim & Aljarah, 2018;Yadav & Rahman, 2018) and particularly brand loyalty and behavior intention (Panigyrakis et al, 2020;Yadav & Rahman, 2017). Th is research expands upon existing studies' assessments of the relationship between SMMA and consumer responses by looking at brand loyalty, brand trust, and purchase intention.…”

Section: Introductionmentioning

confidence: 99%

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The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Ibrahim

2021

Tourism (Zagreb, Online)

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This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Ibrahim

2021

Tourism (Zagreb, Online)

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“…First, brands can use communication style to represent personality or human traits for differentiation. Second, brands can build emotional and symbolic links to their target group (Goldsmith and Goldsmith, 2012;Panigyrakis et al, 2019). Anthropomorphizing brands as a part of a brand's marketing communication strategy can reinforce a long-term business success (Aggarwal and McGill, 2007;Kim et al, 2020;Sreejesh et al, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Emoticons are not for everyone: The role of congruence between hotel brand positioning strategies and communication style in enhancing customers’ brand attitude and booking intention

Hegner

Lotze

Beldad

2021

Tourism and Hospitality Research

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Social media has become an influential communication channel, and brands are increasingly using an informal style in their social media communication. Nonetheless, despite this development, little research has addressed the influence of social media communication style on brand perceptions. Hence, this study addresses the question on how the interaction of employing different communication styles and different hotel positioning strategies affects consumers’ perceptions and booking intentions in the hotel industry. Additionally, this study explores whether the fit between communication style and hotel positioning mediates the relationship on brand attitude and booking intention. A 2x2 between-subjects full-factorial design with 336 participants was conducted. Results of the experiment show that an informal communication style can be harmful for a utilitarian positioned hotel. A perception of fit between brand positioning and communication style leads to a more favorable brand attitude and higher booking intention. Despite the tendency for brands to increasingly use an informal style in their social media communication, only little research has analyzed the impact of communication style on consumer perceptions. Furthermore, considering a hotel’s positioning represents an important moderator in this relationship.

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“…This group of studies is dominated by datasets obtained through self-report measures, such as surveys, and operationalised on multiple point scales. The main differentiating feature among those studies is conceptualisation of CE, which stems from simple 'liking' of a Facebook page (Wallace et al, 2014) or consumers' statement of familiarity with a company's social media activities (Dijkmans et al, 2015) to multidimensional constructs (Claffey and Brady, 2019;Hall-Phillips et al, 2016;Panigyrakis et al, 2019;Yang et al, 2016). In the latter studies, advanced regression models are used to validate the strength and directions of the relationships, such as Structural equation modelling (Table 7).…”

Section: Consequences Of Cementioning

confidence: 99%

“…A wide range of non-economic consequences of CE has so far been explored. Those consequences range from personal-related consequences, such as brand love (Wallace et al, 2014), affective commitment (Claffey and Brady, 2019) to self-brand connection (Panigyrakis et al, 2019) or Consumer-social venture identification (Hall-Phillips et al, 2016) to company-related consequences, such as company reputation (Dijkmans et al, 2015) or paid search advertising effectiveness (Yang et al, 2016). This group of studies is dominated by datasets obtained through self-report measures, such as surveys, and operationalised on multiple point scales.…”

Section: Non-economic Consequencesmentioning

confidence: 99%

Mapping methods of research on consumer engagement with brands on social media: A literature review

Martínek

2021

Methodological Innovations

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Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods. The purpose of this article is to review the extant empirical research in the marketing literature that investigates consumer engagement with brands on social media, provide an overview of the research methods employed, and suggest implications for future research. Through systematic review of 66 published studies, this article aims to explore what methods are used to empirically investigate consumer engagement with brands on social media and asks how these methods have evolved over time. The study categorises the current research and demonstrates the evolution of research methods and themes from 2011 until 2019. This literature review revealed three observations: (a) low methods’ diversity, (b) dominant reliance on visible social media metrics and (c) negative aspects of consumer brand engagement as an emerging theme. The insights developed and the observed trends can be helpful in shaping future research and practice in the field of consumer brand engagement.

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All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self

Cited by 53 publications

References 112 publications

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Emoticons are not for everyone: The role of congruence between hotel brand positioning strategies and communication style in enhancing customers’ brand attitude and booking intention

Mapping methods of research on consumer engagement with brands on social media: A literature review

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