Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media

Simon, Françoise; Tossan, Vessélina

doi:10.1016/j.jbusres.2017.12.050

Cited by 211 publications

(152 citation statements)

References 84 publications

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“…A wealth of research has adopted uses and gratifications theory (Katz et al, ) to understand why and how people use particular media (e.g., Sheldon & Bryant, ; Simon, ; Simon & Tossan, ). Unlike other media theories (e.g., cultivation theory), uses and gratifications theory does not focus on the content of the media but rather emphasizes users and their active role in choosing media that can satisfy one or more of their needs.…”

Section: Hashtags: Theory and Prior Researchmentioning

confidence: 99%

“…The results show (a) the existence of 10 different motivations, (b) how these motivations can be measured, (c) how they differ between platforms, and (d) how they relate to different behavioral patterns. 2 | HASHTAGS: THEORY AND PRIOR RESEARCH 2.1 | Motivations and social media use A wealth of research has adopted uses and gratifications theory (Katz et al, 1973) to understand why and how people use particular media (e.g., Sheldon & Bryant, 2016;Simon, 2017;Simon & Tossan, 2018). Unlike other media theories (e.g., cultivation theory), uses and gratifications theory does not focus on the content of the media but rather emphasizes users and their active role in choosing media that can satisfy one or more of their needs.…”

mentioning

confidence: 99%

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What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

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Hashtags (i.e., the # symbol) are gaining increased popularity among social media users. However, despite their intense use, little is known about their meanings. Only a few published studies have investigated fragmented aspects of hashtags and treated them as a functional means to structure content. In this study, we provide evidence that hashtags’ meanings go beyond structuring or spreading content and represent an integral element of contemporary communication via social media. In particular, this study presents a series of six empirical studies, following traditions in grounded theory and measurement theory research, to systematically assess motivations for using hashtags. The results uncover the existence of 10 different motivations for use (amusing, organizing, designing, conforming, trendgaging, bonding, inspiring, reaching, summarizing, and endorsing). In addition, we show how these motivations differ between platforms and also relate to different patterns of social media behavior. The results contribute to a better academic understanding of social media, provide managers with profound insights and can guide marketing tactics with hashtags.

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Section: Hashtags: Theory and Prior Researchmentioning

confidence: 99%

mentioning

confidence: 99%

What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

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“…Further, this study seeks to investigate the relationship between the two brand gender personality traits (i.e., MBP and FBP dimensions) and CBBE in the specific context of Facebook. This is particularly relevant since Facebook pages have become critical channels in brands' marketing efforts (Brodie, Ilic, Biljana, & Hollebeek, 2013;Simon & Tossan, 2018). Indeed, firms are devoting an increasing portion of their marketing budgets to social media, and this investment should continue to grow (CMOsurvey.org, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…Since Facebook is the context of this research, it is critical to investigate the role of consumer-brand engagement (CBE) in the relationship between brand gender and CBBE. CBE is a key concept that is frequently considered in social media studies (e.g., Brodie et al, 2011 andGummerus, Lilijander, Weman, & Philström, 2012;Simon & Tossan, 2018). Previous research has shown that CBE in social media opens up many important opportunities for brands to create value, allowing them to deliver relevant, timely and engaging content, and stimulate cocreation and crowdsourcing of new ideas (Azar, Machado, Vacas-de-Carvalho, & Mendes, 2016;Kabadayi & Price, 2014).…”

Section: Introductionmentioning

confidence: 99%

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Machado

Carvalho

Azar

et al. 2019

Journal of Business Research

157

146

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Keywords:Brand gender Consumer-based brand equity Facebook Consumer-brand engagement Brand love A B S T R A C TBrand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer-brand engagement (CBE) and brand love (BL) on this relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.

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“…This situation increases the impact of the consumers' sharing in the social media on the trust of the other consumers of the product and brand and their intention to purchase (Lu et al, 2010;Hajli, 2013). There are numerous studies in the literature showing that social media communications have an impact on consumers' brand perceptions and purchasing intentions (Chen et al, 2011;Duffett, 2017;Simon and Tossan, 2018).…”

Section: Introductionmentioning

confidence: 99%

Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

Bilgin

2018

İnsan Ve Toplum Bilimleri Araştırmaları Dergisi

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This research examines the effect of social visibility of consumption on consumer-brand identity, word-of-mouth communication and repurchase intention in a social identity. The universe of this study consisted of female consumers who follow the five most popular hijab clothing brands in Turkey (Nihan, Kayra, Tuğba, Aker, and Armine) on social media. Convenience sampling method was used. Research data obtained through online surveys shared on Facebook and Instagram with 748 consumers. The obtained data were analyzed using Structural Equation Modelling (SEM). It was determined that the social appearance of consumption affects consumer brand identity, word-ofmouth communication, and repurchase intention positively in female consumers with conservative social identity. Word-of-mouth communications are more effective than social identity and consumer brand identity on the repurchase intentions of female consumers with conservative social identity. Results show that hijab brands should attach importance to activities aimed at overlapping themselves with the social identities of conservative consumers.

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Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media

Cited by 211 publications

References 84 publications

What motivates users to hashtag on social media?

What motivates users to hashtag on social media?

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

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