Eliciting brand-related social media engagement: A conditional inference tree framework

Schivinski, Bruno

doi:10.1016/j.jbusres.2019.08.045

Cited by 58 publications

(58 citation statements)

References 49 publications

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“…Businesses in general and tourism service providers in particular, are currently exploring how to manage social media to engage their customers (Litvin et al 2018 ), due to its positive effects on customer relationships and branding, combined with the scarce amount of existing research (Schivinski 2019 ). The following sections review the studies on CBE, presenting its behavioral component and nomological structure.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The behavioral interpretation of CBE is used as a basis for the analysis presented further in this paper, with the pattern and type of brand-related activities that users get involved within social media (e.g., liking, commenting, posting media) being used as a proxy for engagement (Barger et al 2016 ; Schivinski 2019 ). While exploring the behavioral perspective of CBE in social media, Muntinga et al ( 2011 ) introduced the concept of COBRAs (Consumers’ Online Brand-Related Activities), which classifies social media behaviors into three usage types, reflecting “a set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption, contribution, and creation of media content” (Schivinski et al 2016 , p. 66).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Social media platforms provide consumers a wide variety of ways to be involved in COBRAs (Harrigan et al 2018 ; Schivinski 2019 ). Notably, Facebook, Twitter, and review sites such as TripAdvisor represent an important part of peer consumer opinions available online and became the ultimate source, where information can be gathered, reviews posted, and complaints heard (Fernandes and Fernandes 2018 ) to be later broadcast for the benefit of other consumers (Lu and Stepchenkova 2015 ).…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

“…Although the research on the topic of consumer engagement has grown, the paucity of studies continues to represent an important oversight of the literature (Schivinski 2019 ). Therefore, many research gaps remain, namely regarding the nomological network of the construct (Carvalho and Fernandes 2018 ; Schivinski 2019 ), which has its exploration limited to customer-led drivers. Among those are drivers related to involvement [e.g., Hollebeek et al ( 2014 ) and later on Harrigan et al ( 2017 ) on their study on tourism social media brands], personality traits (Marbach et al 2016 ), users benefits and gratifications (Dolan et al 2016 ), customer participation, interactivity and flow experience (Carvalho and Fernandes 2018 ), and individual predispositions such as online interaction propensity (Stokburger-Sauer and Wiertz 2015 ).…”

Section: Literature Reviewmentioning

confidence: 99%

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Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

et al. 2020

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This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb-a peer-to-peer online platform for renting, swapping, and lending accommodations-the current study examines how consumers' perceptions of Airbnb brand equity mediate the relationship between functional and hedonic brand image and social media behavioral engagement in terms of consumption, contribution, and creation of brand-related content (COBRAs). Results discriminate between direct and indirect effects. Findings reveal that hedonic brand image directly influences behavioral engagement on social media, whereas brand equity fully mediates the relationship between functional brand image and COBRAs. Implications for theory and practice related to shared or collaborative consumption platforms in the hospitality industry are discussed and suggestions for future studies are presented. This research paper provides conceptual and theoretical clarity on issues such as how consumers' brand perceptions influence their behavioral engagement on social media.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 3 more Smart Citations

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

et al. 2020

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Risk perception and determinants in small‐ and medium‐sized agri‐food enterprises amidst the COVID‐19 pandemic: Evidence from Egypt

2020

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The coronavirus disease‐2019 (COVID‐19) pandemic has disrupted many activities along agri‐food supply chains in developing countries and posed unprecedented challenges in particular to small and medium agri‐food enterprises (SMEs). Drawing on a survey of 166 Egyptian agri‐food SMEs, this study investigates differences in‐ and determinants of COVID‐19 business risk perception among these enterprises. The empirical results showed that risk perception was highly asymmetric across geographical regions. Enterprises with longer cash flow coverage periods and higher values of total assets perceived significantly lower risk levels, as cash and assets functioned as a buffer against the impact of COVID‐19. The findings of the study imply that the “just‐in‐time” approach and the absence of a proactive and preventative stance to risk management reduced the resilience of agri‐food SMEs to the risks presented by the pandemic. Generally, enterprises that operate both in domestic and export markets perceived lower COVID‐19 risks. Finally, the main export destination to which the surveyed enterprises export was a significant determinant of their risk perception. These findings could be useful to managers of agri‐food businesses in terms of better understanding of risks and promotion of risk management practices. More so, they can help design effective policy interventions to mitigate the impacts of the pandemic on Egyptian agri‐food SMEs and build up their resilience to future pandemics and shocks.

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Hallmarks and potential pitfalls of customer‐ and consumer engagement scales: A systematic review

Hollebeek

Sarstedt

Menidjel

et al. 2023

Psychology and Marketing

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Multiple scales measuring a customer's, or consumer's, engagement (CE) with a brand or specific brand elements (e.g., advertising/social media content) have been proposed in the literature, offering researchers different options to gauge CE. However, the myriad proposed operationalizations can yield confusion among scholars regarding how to best capture CE, exposing a growing issue for CE research. Addressing this issue, we take stock of major scales measuring a CE with a brand or specific brand elements. To achieve this objective, we performed a systematic review of major CE scale development articles (2005 to January 2023) using the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) approach. We systematically evaluated these scales in terms of their respective CE conceptualization, dimensionality, itemization, and underlying theoretical perspective. We also identify potential scale-related risks, or pitfalls, exposing important insight for CE researchers.Overall, the results suggest the existence of theoretical contamination in specific CE measures (e.g., through the inclusion of related concepts in the proposed CE definition), compromising their theoretical rigor and raising a need for scholars to verify the theoretical underpinnings of their adopted CE scales.

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Eliciting brand-related social media engagement: A conditional inference tree framework

Cited by 58 publications

References 49 publications

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

Risk perception and determinants in small‐ and medium‐sized agri‐food enterprises amidst the COVID‐19 pandemic: Evidence from Egypt

Hallmarks and potential pitfalls of customer‐ and consumer engagement scales: A systematic review

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