Evaluating the impact of social media activities on human brand sales

Saboo, Alok R.; Kumar, Vikas; Ramani, Girish

doi:10.1016/j.ijresmar.2015.02.007

Cited by 137 publications

(110 citation statements)

References 72 publications

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“…Previous research proposes that this medium level of vividness and richness content has a positive impact on the reaction of users to this content (Jeon et al, 2016) and attracts more people (Xu et al, 2009). As it has been demonstrated that attractiveness is a good predictor of purchase intention (Saboo et al, 2015), UGCs characterised by a medium-high level of vividness and richness (i.e., videos and guides developed by users) are herein also considered to exert a positive influence on product success. Thus, the following research hypotheses are proposed:…”

Section: Medium-high Level Of Vividness and Richness: Videos And Guidmentioning

confidence: 99%

Do different kinds of user-generated content in online brand communities really work?

Estrella-Ramón

Ellis‐Chadwick

2017

OIR

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Section: Medium-high Level Of Vividness and Richness: Videos And Guidmentioning

confidence: 99%

Do different kinds of user-generated content in online brand communities really work?

Estrella-Ramón

Ellis‐Chadwick

2017

OIR

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“…Human brands are commonly referred to as any “persona that is subject to marketing communication efforts” (Saboo et al, , p. 525). Drawing on social identity theory, Saboo et al () suggest that the widespread and growing presence of social media have strengthened the creation of human brands. Due to the increased level of interaction on social media platforms, consumer attachments and relationship building among users and brands are peaking (Moulard et al, ).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

“…Saboo et al's (, p. 525) study on the effect of social media on human brands shows that positive WOM on social media positively affects brand sales, customer loyalty, and further brand advocacy. Social WOM is also considered amongst the most influential elements on building and maintaining a stronger relationship between the brand and the consumer (Mooradian & Swan, ).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

“…2 | THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT Newman and Sheth (1985, p. 180) describe candidate image as "observable personality traits" that are associated with the candidate. Whilst the literature does not provide an exact description of the components that constitute CI, studies on human brands can be taken as a reference point as many include politicians and electoral candidates (Saboo, Kumar, & Ramani, 2016).…”

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confidence: 99%

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Drivers and outcomes of political candidate image creation: The role of social media marketing

Hultman

Ulusoy

Oghazi

2019

Psychology and Marketing

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The study examines the role of social media marketing (SMM) activities and the influence of perceived candidate image in building voter–candidate relationship equity within the context of United Kingdom (UK) politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between SMM and voter–candidate relationship equity, whilst also testing the moderating effect of political ideologies. Survey results from 235 young UK voters indicate that while all SMM activities appears to positively influence the perceived candidate image, not all SMM variables directly relate to relationship equity. The relationship rather appears to be an indirect one, mediated through the political candidate's image. Surprisingly, political ideology also does not appear to moderate the connection between candidate image and voter–candidate relationship equity. The study findings highlight the growing importance of SMM activities and candidate image in political contexts, providing insights for political campaigners.

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“…Belk, Wallendorf, and Sherry (1989) showed that spiritual meanings are acquired by a person after death. While celebrities are often already considered sacred in their lifetime (Saboo, Kumar, & Ramani, 2015), the sacredness they gain after death may lead to cult worship (Radford & Bloch, 2013;Sherlock, 2013). In addition, learning about the death of a celebrity may engender high emotional reactions, such as sadness, which should increase sympathy toward the celebrity (Brown et al, 2003).…”

Section: Death and Blame Attributionmentioning

confidence: 99%

The impact of death on consumer responses to celebrity endorser misbehavior

Boeuf

2017

Psychology and Marketing

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A well‐established stream of research on celebrity misbehavior suggests that negative information may have an adverse effect on an endorsed brand because of its association with a celebrity considered as blameworthy. However, the present research calls into question the generalizability of these results to fatal misbehaviors (i.e., misbehaviors that lead to the celebrity's death). Indeed, after death, a celebrity may gain spiritual meanings, and consumers may find it more difficult to blame a sacred individual. As such, the current article investigates the impact of a celebrity's death on blame attribution and consumer attitudes in the context of celebrity endorser misbehavior. The results of three experiments uncover that death favors a partial blame attribution transfer from the celebrity endorser to the brand, but only when the misbehavior implies a product related to the brand. In addition, the findings reveal a positive effect of death through celebrity sacredness on brand attitude.

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Evaluating the impact of social media activities on human brand sales

Cited by 137 publications

References 72 publications

Do different kinds of user-generated content in online brand communities really work?

Do different kinds of user-generated content in online brand communities really work?

Drivers and outcomes of political candidate image creation: The role of social media marketing

The impact of death on consumer responses to celebrity endorser misbehavior

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