Evaluating marketer generated content popularity on brand fan pages – A multilevel modelling approach

Chandrasekaran, Shabana; Annamalai, Balamurugan; De, S. K.

doi:10.1016/j.tele.2019.101266

Cited by 17 publications

(22 citation statements)

References 46 publications

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“…The time span for data collection in this study was from June 1, 2021 to August 31, 2021 ( Chandrasekaran et al, 2019 ). Firstly, this time span increases the longitudinal nature of the dataset, which helps to further reduce the prevalence problem.…”

Section: Methodsmentioning

confidence: 99%

“…In terms of content characteristics, firm-generated content are divided into informative and persuasive content, which mainly reflect entertainment value and information value ( Demmers et al, 2020 ). Marketers divide social media content into information, entertainment, social and remuneration content, and argue that user interaction (e.g., likes, shares) varies according to the type of content ( Chandrasekaran et al, 2019 ). We adapt the definition of firm-generated content by Kumar et al (2016) to the context of our study.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

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How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Liu

Wang

et al. 2021

Front. Psychol.

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Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

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Section: Methodsmentioning

confidence: 99%

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Liu

Wang

et al. 2021

Front. Psychol.

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“…There have been studies of brand-generated content on various social media platforms, including Twitter (Hays, Page, & Buhalis, 2013;Coyle James, Smith, & Platt, 2012;Leung, Bai, & Stahura, 2015;Bulearca & Bulearca, 2010), YouTube (Kim, 2012;Wu, 2016), Instagram (Virtanen, Björk, & Sjöström,2017;Salmalina, Hashima, & Murphy, 2015;Sagala and Rachmawati, 2016), My space (Mabry & Porter, 2010), and Facebook (Ashley and Tuten, 2015;Schivinski & Dabrowski, 2016;Colicev et al, 2019;Goh, Heng, & Lin, 2013;Chandrasekaran, Annamalai, & De, 2019;Chen, Kim, & Lin, 2015;De Vries, Gensler, and Leeflang, 2012).…”

Section: Brand-generated Contentmentioning

confidence: 99%

“…Purchase intention towards the brand product (Colicev et al, 2019;Goh, Heng, & Lin, 2013;Mabry & Porter, 2013;Sagala and Rachmawati;Lee & Hong, 2016) 4. Intention to like and comment (De Vries, Gensler, and Leeflang, 2012;Chandrasekaran, Annamalai, & De, 2019) 5. Intention to adopt the message (Zhang & Mao, 2008) 6.…”

Section: Brand-generated Contentmentioning

confidence: 99%

“…Most studies focusing on Facebook are researching the direct impact of the message on purchase intention (Colicev et al, 2019;Goh et al, 2013;Mabry & Porter, 2013;Sagala & Rachmawati;Lee & Hong, 2016), followed by the intention to share the content (Ashley & Tuten, 2015;Schulze et al, 2014), and intention to like and comment on brand-generated Facebook content (De Vries et al, 2012;Chandrasekaran et al, 2019). There is less research investigating the direct impact of brand-generated content on consumer brand attitude (Colicev et al, 2019).…”

Section: Brand-generated Contentmentioning

confidence: 99%

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Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

Huang¹

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Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer. Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. The theoretical and practical implications of these findings are discussed.

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Social media content strategy for sport clubs to drive fan engagement

Annamalai

Yoshida

Varshney

et al. 2021

Journal of Retailing and Consumer Services

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Evaluating marketer generated content popularity on brand fan pages – A multilevel modelling approach

Cited by 17 publications

References 46 publications

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

Social media content strategy for sport clubs to drive fan engagement

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