Corporate blogs and internet marketing – Using consumer knowledge and emotion as strategic variables to develop consumer engagement

Sinha, Nidhi; Ahuja, Vandana; Medury, Yajulu

doi:10.1057/dbm.2011.24

Cited by 19 publications

(7 citation statements)

References 30 publications

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“…It should be noted that research on observing consumer behaviour in real time in order to study their purchasing behaviour based on clicks and other indicators [21], as well as customer emotion analysis as strategic variables for promotion of customer involvement, are of particular interest [22].…”

Section: Discussionmentioning

confidence: 99%

Marketing relations in online advertising

Radygina¹

2021

Econ. Consult.

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Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included contemporary periodicals: Journal of Targeting Measurement and Analysis for Marketing, Electronic Markets, Marketing, etc. The study of Internet resources was based on the authors’ own data received by analysing the portals WebCanape, WebsiteSetup, Statista, etc. Results. There are nearly half a billion new users on social media; trillions of dollars have been spent in online stores, according to the annual Global Digital 2021 report. As of October 2021, the most popular social networks in the world by the number of active users (in millions) are Facebook (2,894), YouTube (2,291), WhatsApp (2,000), Instagram (1,393), Facebook Messenger (1,300), Weixin/WeChat (1,251), TikTok (1,000), etc. The Internet as a new business environment differs from traditional economic sectors by a higher level of heterogeneity. From the standpoint of marketing, the Internet makes it possible to simultaneously bring a message to a large number of users (mass communication is ensured), on the other hand, to customise the offer for specific consumers according to their needs. Conclusion. Contemporary marketing follows the consumer, i.e. uses the online environment as a point of contact with the consumer to promote and distribute products. Relationship marketing theories are based on the need for companies to invest in relationships between themselves and consumers. Relationship marketing focuses on taking relationships between the company and the consumer from a state of engagement to that of loyalty. Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision regarding purchase or service.

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Section: Discussionmentioning

confidence: 99%

Marketing relations in online advertising

Radygina¹

2021

Econ. Consult.

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“…Symbolic incongruity is one of the main goals that all brands present and aim for; it allows their consumers, through the direct purchase of their products, to better express their personal style or a part of themselves [58]. Individuals buy and consume the products that most fit the image of the 'Real Self', but above all their 'Ideal Self'; while they reject all those products and services that can be associated with an image of self that does not coincide with the desired one [34].…”

Section: Antecedents and Outcomes Of Brand Hate: A Brief Descriptionmentioning

confidence: 99%

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

2020

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Brand hate can be defined as the consumer’s dissatisfaction with the product or service performance. The consumer’s hatred of the brand is related to the desire for revenge and avoidance. This kind of emotion does not remain only a desire; it is often transformed into real actions that lead to consumer behavior. Although the analysis of the literature provides useful insights and interesting suggestions about the phenomenon of brand hate, to date, very few studies and scales that are capable of measuring this phenomenon have been developed, especially in the Italian context. The present work investigated the psychometric properties of an Italian adaptation of the BHSs (N = 422) with the aim of verifying the same factor structure found in the original German version. Results confirmed a one-factor structure (first order, 6 items). Moreover, the scale was found to be invariant across gender. This suggests that companies must first have adequate systems and mechanisms in place to understand the reasons that drive consumers to hate the brand and implement recovery strategies to address this hatred. The achievement of sustainability or failure to do so can add to or detract from a brand’s value in the marketplace.

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“…Nowadays, the marketing paradigm is turning from a transactional marketing to the relationship marketing (Loureiro, 2015). The marketer's focus was switched from traditional four Ps to encourage the products that affect the feelings of customers (Sinha et al, 2011). Thus, organizations became concerned with the relationship between consumers and brands, why customers preferred and even love some brands and why they may develop a negative emotion towards other brands or even hate them (Loureiro, 2015).…”

Section: Negative Emotions and Brandsmentioning

confidence: 99%

“…These emotions are characterized by instability and great intensity (Ben-Ze"ev, 2000). Emotions have a great effect on customers' buying decisions, they make their purchase decisions according to feelings and emotions toward particular brands (Sinha et al, 2011). Similarly, Romani et al (2012) recognized that the nature of the emotions experienced is considered a highly determinant factor for the individuals' subsequent behaviors.…”

Section: Negative Emotions and Brandsmentioning

confidence: 99%

مسببات ونتائج کراهیة العلامة التجاریة فی القطاع السیاحی

فهمي¹,

زکي²

2018

مجلة کلیة السیاحة والفنادق - جامعة مدینة السادات

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Brand hate is considered as the most extreme and consecutive negative emotion toward brands which associated with various types of negative behavioral outcomes. Although the importance of the brand hate topic, the majority studies of customers' emotions towards brand were focused on positive emotions, while little researches focused on negative ones. Therefore, the purpose of this research is to explore and understand the brand hate and measure its drivers and outcomes among consumers in the Egyptian tourism sector. In this study, we develop and test a model that reshapes the interrelationship between the study variables. Structural Equation Model (SEM) is utilized to test the validity of the proposed model. The study is based on a quantitative methodology where 162 questionnaires were distributed. LISREL 8.80 program is used to test the theoretical model. The results reveal that experiential avoidance, identity avoidance and moral incompatibility are considered drivers of tourism products/services brand hate. Moreover, tourism products/services brand hate outcomes are identified as brand avoidance, negative word of mouth and brand revenge.

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Corporate blogs and internet marketing – Using consumer knowledge and emotion as strategic variables to develop consumer engagement

Cited by 19 publications

References 30 publications

Marketing relations in online advertising

Marketing relations in online advertising

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

مسببات ونتائج کراهیة العلامة التجاریة فی القطاع السیاحی

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