Consumer–Brand Engagement

Gambetti, Rossella Chiara; Graffigna, Guendalina; Biraghi, Silvia

doi:10.1002/9781118785317.weom090054

Cited by 3 publications

(2 citation statements)

References 11 publications

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“…Building a closer relationship between brands and consumers through engagement shifts the role of the consumer from passive to an active one, as they take on a role of being a "co-creator" that builds alongside brands. Consumers are no longer content with being "bystanders (Hanna, Rohm & Crittenden, 2011)"; thus, brands are encouraged to innovate tools and strategies that always include consumers to take up a more participatory role in the brand experience (Gambetti & Graffigna, 2010, Berthon et al, 2007.…”

Section: Literature Review Brand Personas and Engagementmentioning

confidence: 99%

Social Media as a Storytelling Landscape: Analyzing Content & Engagement in Publisher's Social Media

Soszynski¹,

Rohani²

2022

Preprint

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Understanding user expectations for using specific SNS platforms may help better manage affordances to fit characteristics of a brand’s persona. This paper attempts to gain insight into book publisher’s current social media strategies and how affordances are being used to enhance engagement. A content analysis was conducted on three publishers on their Facebook and Instagram. Posts were categorized according to type. The most engaging post types were identified, and affordances were quantified. Finally, it was determined what engagement dimensionalities were embedded in comments. Findings indicated that all publishers maintained similar post content between the two platforms, of a product-type. Dialogue-type content was the most engaging. Affective and behavioral dimensions were found in comments made by consumers, and cognitive engagement was primarily found in administrator replies. Findings provide additional insight on social media affordance use by brands, the relevance of engagement dimensions, and the relationship between brands and online communities.

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Section: Literature Review Brand Personas and Engagementmentioning

confidence: 99%

Social Media as a Storytelling Landscape: Analyzing Content & Engagement in Publisher's Social Media

Soszynski¹,

Rohani²

2022

Preprint

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“…Regarding the indicators for dissemination, results show a gradual increase L a satisfacción de las necesidades de los clientes se ha convertido en un aspecto fundamental para el desarrollo de ventajas competitivas (Mpinganjira, 2016). Los usuarios de la sociedad postmoderna buscan la satisfacción de necesidades compuestas, incluida la necesidad de desempeñar roles más activos en el proceso de consumo y comunicación (Di Gangi y Wasko, 2016;Gambetti y Graffigna, 2010;Shahbannejad, Dolan y Tripathi, 2017;). El 40,50% de la población utiliza a diario las redes sociales (ONTSI, 2017), de los cuales el 16% las usan entre otras cosas para hablar en la red de productos y servicios, y llegan ya a un 83% los que siguen a sus marcas (IAB, 2017: 30-42).…”

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Engagement y redes sociales. Análisis bibliométrico desde el ámbito científico de las relaciones públicas

Fernández

Fuentes-Lara

2019

Tripodos

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Uno de los aspectos de mayor influencia de las redes sociales es el engagement de los stakeholders, mediante el cual una empresa puede conversar con sus grupos de interés. El objetivo del presente trabajo es realizar un análisis bibliométrico que permita identificar la importancia y la evolución del engagement en redes sociales en el ámbito de las empresas dentro de la literatura especializada en Relaciones Públicas y Gestión de Comunicación. Un análisis de contenido cuantitativo bibliométrico nos ha permitido evaluar la actividad y la producción científica de las publicaciones que aparecen en las revistas académicas con mejor posición en JCR y Scopus en el ámbito de gestión de las Relaciones Públicas en el período comprendido entre 2010 y 2017.Para el análisis se han incluido indicadores de producción, dispersión, colaboración, literatura científica, rigurosidad empírica y asociaciones temáticas. Los resultados evidencian un crecimiento gradual durante los años de estudio de la productividad científica sobre la temática objeto de este estudio, de acuerdo con los indicadores de dispersión. Se han detectado diez categorías temáticas principales y algunas tendencias en cuanto a la autoría y el uso de referencias. Tras analizar todos los datos queda patente la importancia que adquiere el engagement en redes sociales en el ámbito de las Relaciones Públicas. Es especialmente notable el número de artículos referentes al análisis de la Responsabilidad Social Corporativa, la comunicación de crisis, la legitimidad o la reputación, debido al creciente interés que tienen las empresas en mejorar y profundizar en la relación que mantienen con sus públicos.

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Facebook Ad Engagement: A Cross-cultural Analysis

Sharma

Lulandala

2021

Global Business Review

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The paper analysed cultural differences to explain ad engagement (AE) among Facebook users in India and Tanzania. It uses Hofstede’s model and theory of planned behaviour to examine the differences in cultural values and AE between the two countries and to evaluate AE and its determinants. The paper used a cross-sectional descriptive design to collect data from 700 students from Indian and Tanzanian universities by using self-administered questionnaires. Data were analysed by using an independent sample t-test, Spearman’s Rank correlation coefficient, Multi-group differences test, confirmatory factor analysis (CFA) and structural equation modelling (SEM) methods. These analyses were run in SPSS 20.0 and AMOS 24. The paper confirms cultural convergence for individualism and masculinity values, but significant differences in indulgence and uncertainty avoidance across India and Tanzania were observed. Also, significant differences in AE across the two countries were observed. Moreover, we found that attitude to Facebook advertising, subjective norms and perceived herd behaviour positively determines AE, while perceived intrusiveness determines AE negatively. Indulgence has an insignificant relationship with AE while other cultural values have a significant positive relationship. The paper adopted purposive sampling and limited the scope to Facebook, thus, the findings may lack generalisability to other social media platforms. Hence, multiple-platform ad engagement research is encouraged. The marketing implications from this paper include the development of AE strategies, designing culturally relevant ad content and themes and ad targeting. This paper contributes to the understanding of the relationship between cultural values and users’ engagement with Facebook advertising.

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Consumer–Brand Engagement

Cited by 3 publications

References 11 publications

Social Media as a Storytelling Landscape: Analyzing Content & Engagement in Publisher's Social Media

Social Media as a Storytelling Landscape: Analyzing Content & Engagement in Publisher's Social Media

Engagement y redes sociales. Análisis bibliométrico desde el ámbito científico de las relaciones públicas

Facebook Ad Engagement: A Cross-cultural Analysis

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