Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19

Khasawneh, Mohammad Hamdi Al; Abuhashesh, Mohammad; Ahmad, Alaeddin Mohammad Khalaf; Masa’deh, Ra’ed; Alshurideh, Muhammad

doi:10.1007/978-3-030-67151-8_22

Cited by 52 publications

(13 citation statements)

References 55 publications

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“…Online conflicts and their management are expected to remain rich topics of interest for theoreticians, practitioners and policy makers in international marketing and beyond (Khasawneh et al , 2021, p. 385). In response to the first two research questions posed at the outset of this paper, our study makes a twofold contribution to this timely and prolific area of research: we propose an interdisciplinary conceptualization of conflicts in online consumption communities and a conflict resolution matrix.…”

Section: Discussion and Suggestions For Future Researchmentioning

confidence: 99%

“…Online consumer communities transcend geography (Muiz and O'Guinn, 2001) and increasingly motivate people with shared brand consciousness to join them (Khasawneh et al , 2021, p. 385). On the one hand, their global reach and multicultural membership allow for rich brand-related information, meanings and practices to be exchanged or even originated (Hakala et al , 2017; Närvänen et al , 2018; Schau et al , 2009; Stokburger-Sauer and Wiertz, 2015).…”

Section: Introductionmentioning

confidence: 99%

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Conflict in online consumption communities: a systematic literature review and directions for future research

Chandrasapth

Yannopoulou

Schoefer

et al. 2021

IMR

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PurposeThe purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what are the main conflict management, resolution strategies and frameworks that have been identified? and (3) what are the gaps in the relevant body of work in terms of theoretical and methodological dimensions, and what implications do they have for future research.Design/methodology/approachThis study adopts a systematic and multidisciplinary literature review of online conflicts. Following a descriptive and thematic content analysis, it examines 79 peer-reviewed scholarly articles of the past 20 years within 6 scientific databases.FindingsThe authors propose a literature-based conceptualization of online conflicts and a multi-level conflict resolution matrix based on the different governance structures and social control mechanisms investigated in extant research.Originality/valueThe originality of this study lies in the integrative and interdisciplinary view of online conflict in global consumption communities.

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Section: Discussion and Suggestions For Future Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Conflict in online consumption communities: a systematic literature review and directions for future research

Chandrasapth

Yannopoulou

Schoefer

et al. 2021

IMR

View full text Add to dashboard Cite

show abstract

“…However, there is only weak evidence for health-promoting effects through the communication of influencers (Krisam and Altendorfer, 2021), their impact on customers' participation with content related to COVID-19 is already confirmed (Al Khasawneh et al, 2021). As social media and influencers activity development is more intense, there is an urgent need to investigate their role and effectiveness in critical social campaigns.…”

Section: Discussionmentioning

confidence: 99%

Take me Down to the Vaccine City? Nano – and Micro Influencers Engagement in the Pro-Vaccination Campaign During the COVID-19 Pandemic: Evidence from Poland

Macalik¹

2021

ERSJ

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Purpose:The purpose of the presented paper is to initially analyze and assess the role of nano-and micro-influencers engagement in the pro-vaccination campaign during the COVID-19 pandemic. Design/Methodology/Approach: This paper's insights have emerged iteratively by considering both theory and empirical research. In the research part, the author uses the qualitative content analysis method. Findings: The research showed that Polish nano and micro-influencers join the effort to get Poles vaccinated. More and more unsponsored micro-influencer campaigns are popping up on social media, with a growing number of people follow them and engage with them. The content presented both by influencers, and their followers has some specific features. The COVID-related content presented by so-called "responsible influencers" is clear and understandable, inclusive, forceful, decisive, direct and honest, evidence-based, but also humorous and emotional at the same time. Practical Implications: There is an urgent need to investigate the influencers' role and effectiveness in critical social campaigns. The results of the research can be used in cooperation with influencers when planning social movements. Originality/Value: According to the author's best knowledge, the paper is the first one that uses the qualitative content analysis method to investigate and assess influencers' engagement in social campaigns.

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“…There are different types of eWOM on social media platforms, e.g. blog posts, consumer review websites, social media websites where consumers share their experiences and opinions (Al Khasawneh et al , 2021).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine

Ghorbanzadeh

Shabbir

2023

JSOCM

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Purpose This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the theory of reasoned action with the country of origin image, brand image and electronic word of mouth (e-WOM) variables. Design/methodology/approach The study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling (SEM) technique tests the proposed hypotheses. Findings The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, WOM, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine. Originality/value The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy of this product category and assessing its demand in various markets.

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Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19

Cited by 52 publications

References 55 publications

Conflict in online consumption communities: a systematic literature review and directions for future research

Conflict in online consumption communities: a systematic literature review and directions for future research

Take me Down to the Vaccine City? Nano – and Micro Influencers Engagement in the Pro-Vaccination Campaign During the COVID-19 Pandemic: Evidence from Poland

The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine

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