Cultivating the brand-customer relationship in Facebook fan pages

Chang, Shing-Wan; Fan, Shih-Heng

doi:10.1108/ijrdm-05-2016-0076

Cited by 36 publications

(34 citation statements)

References 89 publications

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“…Accordingly, a study by Leckie et al (2016) shows that consumer engagement is central to brands since consumers take an active part to co-create their own experiences via interactions with brands. In the same vein, a recent study by Chang et al (2017) also demonstrated that engagement influences continued intention to use in the fast-fashion industry. Their finding shows that engagement with the brand is deemed as an indispensable ingredient for the lasting brand-customer relationship (Chang et al, 2017).…”

Section: Development Of Brand Loyaltymentioning

confidence: 86%

“…In the same vein, a recent study by Chang et al (2017) also demonstrated that engagement influences continued intention to use in the fast-fashion industry. Their finding shows that engagement with the brand is deemed as an indispensable ingredient for the lasting brand-customer relationship (Chang et al, 2017). Brodie et al (2011) investigated consumer engagement in a virtual brand community and noted that the consumers who interact with the brand showed their loyalty to the brand by recommending the brand to others.…”

Section: Development Of Brand Loyaltymentioning

confidence: 86%

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Examining customer engagement and brand loyalty in retail banking

Kosiba

Boateng

Amartey

et al. 2018

IJRDM

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Purpose In recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of customer engagement such as brand loyalty. Furthermore, the customer engagement and brand loyalty literature have paid little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail banking in Ghana. Design/methodology/approach The authors employed the survey research design. The authors collected data from retail banking customers in Ghana using the intercept approach. There were 385 respondents. The authors analysed the data using the structural equation modelling approach. Findings The results show that trustworthiness drives customer engagement which results in brand loyalty. The findings reveal that trustworthiness is defined through integrity, benevolence and ability while customer engagement is defined via emotional engagement, cognitive engagement and behavioural engagement. Originality/value This study examines the impact of trustworthiness on customer engagement and brand loyalty. It shows the mediating role of customer engagement in the relationship between trustworthiness and brand loyalty.

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Section: Development Of Brand Loyaltymentioning

confidence: 86%

Section: Development Of Brand Loyaltymentioning

confidence: 86%

Examining customer engagement and brand loyalty in retail banking

Kosiba

Boateng

Amartey

et al. 2018

IJRDM

View full text Add to dashboard Cite

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“…The relationship congruency and content on social network sites to consumer click ads and comment about companies (Chang and Fan, 2017). Especially, fan page can give rise to hedonic consumption through fan sites (Turel et al, 2010).…”

Section: Congruitymentioning

confidence: 99%

The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour

Erdem¹,

Durmuş²,

Özdemir³

2017

Eur. j. econ. bus. stud.

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This study examines the ads on social media and word of mouth marketing lead to ad clicks. Motivation, congruity, attitudes to ad on social media and word of mouth marketing lead to ad clicks, which respectively affect purchase intention in research model. The study aims to develop an understanding of how ad clicks affect to purchase intention on social media. Findings of the study presents the importance of consumer behaviour to use of social media and to purchase intention among Turkish consumers. Consequently, in the study all variables are positively related to each other. These results suggest that marketers need to take into account and manage actively social media and specifically their social network sites.

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“…Since the e-word-of-mouth communication might positively influence the building and maintenance of brand-customer relationships for fast fashion brands in terms of long-lasting relationships between consumers and fast fashion brands (Chang and Fan, 2017), our findings provide a measure of these relationships, while the high number of positive tweets indicates positive comments-experiencesopinions. Our findings also have practical implications for the fast fashion industry, which is characterized by the need to reply quickly to consumers' demands for new products with the help of superior decision support systems (Choi et al, 2014;Cook and Yurchisin, 2017), by helping retailers in this sector in access in real time information on consumers' trends and respond rapidly.…”

Section: Resultsmentioning

confidence: 95%

“…Summarizing, the challenges of fast fashion retailers are: (i) efficient just-in-time models (the delivery of goods to meet consumers demand with minimal inventory at the store), (ii) agile supply chains (shorter and more flexible demand driven supply chains), (iii) quick response (to consumer needs with new and fast available products), and (iv) demand chains (supply chains focused on customers' requirements) (Barnes and Lea-Grenwood, 2010;Zhang et al, 2017). Moreover, word-of-mouth communication (with emphasis on e-word-of-mouth), celebrity endorsement, new forms of advertising, with emphasis on social media like Facebook can positively influence the building and maintenance of brand-customer relationships for fast fashion brands, due to the positive effect of engagement and affective commitment facilitated by the social media (Barnes and Lea-Greenwood, 2010;Chang and Fan, 2017;Halvorsen et al, 2013). In particular, those two factors are considered as determinants of long-lasting relationships between consumers and fast fashion brands (Chang and Fan, 2017).…”

Section: Theoretical Background 21 Fast Fashion and Consumer Behaviormentioning

confidence: 99%

Making sense of consumers’ tweets

Pantano

Giglio

Dennis

2019

IJRDM

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Purpose Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of this paper is to develop understanding of consumers online-generated contents in terms of positive or negative comments to increase marketing intelligence. Design/methodology/approach The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning. Findings Findings provide the comparison and contrast of consumers’ response toward the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence. Practical implications The research provides an effective and systemic approach to accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online and investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence. Originality/value To best of the authors’ knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

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Cultivating the brand-customer relationship in Facebook fan pages

Cited by 36 publications

References 89 publications

Examining customer engagement and brand loyalty in retail banking

Examining customer engagement and brand loyalty in retail banking

The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour

Making sense of consumers’ tweets

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