Examining the drivers and brand performance implications of customer engagement with brands in the social media environment

Vries, Natalie Jane de; Carlson, Jamie

doi:10.1057/bm.2014.18

Cited by 354 publications

(375 citation statements)

References 48 publications

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“…They went through the learning curve of social media interaction on their own accord and learnt to value others' opinions (Palfrey & Gasser, 2013). To the benefits of the businesses and marketers, Gen Y follows a participatory culture (eMarketer, 2011) and feel important when they provide feedback about the brands to co-create products and services that they use (De Vries & Carlson, 2014;Heidenreich & Handrich, 2015;Randall & Bhalla, 2014). This attribute affirms the need for this research to recognize the expectation of Gen Y to develop a much desired online market in Bangladesh.…”

Section: Co-creating Products and Services: A Gen Y Trendsupporting

confidence: 54%

“…Pre-research conversation with young university students in mid-2014 found an existing and growing trend towards Facebook shopping in Bangladesh as the traditional online shops are not providing all the products that they are expecting. Research in developed online market supports this trend and found that co-creation value, social value and usage intensity influence consumer engagement with social media brand pages (De Vries & Carlson, 2014).…”

Section: Research Statement and Purposementioning

confidence: 87%

“…This demanding group is regularly utilized by researchers and corporations to develop product in a consumer controlled market (Chu & Choi, 2011;Mangold & Faulds, 2009). As the target group is young adults, self-administered paper-and-pencil intercept survey deemed appropriate for the purpose of this research (De Vries & Carlson, 2014). It is logical to observe variation in expectation in different gender and age cluster (age between 20-25 or 25-30) within Gen Y (Bakewell & Mitchell, 2003;Noble, Haytko, & Phillips, 2009) Every year PricewaterhouseCoopers LLP (PwC) conducts their 'Total Retail' survey across 19 developed online markets to observe the consumer trend.…”

Section: Methodsmentioning

confidence: 99%

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Consumer Expectation from Online Retailers in Developing E-commerce Market: An Investigation of Generation Y in Bangladesh

Rahman¹

2015

IBR

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This paper aims to investigate the expectation from online retailers in the context of Generation Y, as the target market group in Bangladesh. It also examines the similarities and dissimilarities between the global online retail market trend and the target group. Volunteer final year university students conducted face to face survey using structured questionnaires. Primary data was collected using paper-and-pencil method where interviewee completed the form in most of the cases. This research found differences between the expectations of consumers from online retailers and the online market trend in developed countries. Existing issues and directions for future online businesses have been discussed. Most of the males want to purchase 'Clothing and footwear' online, whereas 'Jewelleries and Watches' is the most desired online product category by females. Two third of Gen Y in Bangladesh is already shopping online with high interest in F-commerce. Online shopping abandon rate is high due to service quality issue. Lowering internet cost is driving the e-commerce growth. 450 Gen Y respondents living in the capital have been surveyed, where internet service is optimum. Larger population from different age groups with different backgrounds, living in different cities can be examined in future. Need for reliable delivery service to support e-commerce growth, cash on delivery options, addition of Skype and Viber in customer service and success stories of Facebook stores have been revealed for the consideration of the existing and future market entrants. The findings should work as a guide for the international investors and MNCs. This study is the first of its kind in the context of Bangladesh and sets a benchmark. This research opens the door for continuous evaluation of the market and to venture new business and services as per consumer expectations.

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Section: Co-creating Products and Services: A Gen Y Trendsupporting

confidence: 54%

Section: Research Statement and Purposementioning

confidence: 87%

Section: Methodsmentioning

confidence: 99%

See 1 more Smart Citation

Consumer Expectation from Online Retailers in Developing E-commerce Market: An Investigation of Generation Y in Bangladesh

Rahman¹

2015

IBR

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“…3. Build brand loyalty (60%) (De Vries et al, 2012;De Vries and Carlson, 2014;Chauhan and Pillai, 2013;Gamboa and Gonçalves, 2014;Tsimonis and Dimitriadis, 2014;Vernuccio et al, 2015;Zavattaro et al, 2015). 4.…”

Section: Social Media As a Challenge For Managementmentioning

confidence: 99%

Women in business and social media: Implications for female entrepreneurship in emerging countries

Cesaroni¹,

Demartini²,

Paoloni³

2017

Afr. J. Bus. Manage.

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The aim of this study is to carry out a literature review on women in business and social media in order to know the state of the art, and to understand whether and to what extent the studies conducted so far have addressed these issues: how and why are women entrepreneurs and managers using social media? Do they use social media for marketing, networking or personal reasons? The article relies on a literature review about women entrepreneurs/managers and social media. For this purpose, a literature search on Scopus has been carried out, using a set of selected keywords. Selected papers have been analysed and classified in an attempt to identify main topics, and results obtained thanks to research and analysis carried out so far. This study contributes to the expansion of literature on women in business studies, and offers a new perspective applied to a topic of high relevance such as social media. The study literature review puts in evidence that this is a new issue, which gives us the possibility to identify new trends and future directions for research. Surprisingly, none of the extracted papers concerning how and why women in business use social media refer to developed economies. The common feature of these papers is that they concern women entrepreneurs in emerging economies, mainly Kenya, Indonesia, Nigeria, Egypt and South Africa. In these countries, social media can open up new opportunities for female entrepreneurs, and encourage the creation of new businesses run by women, thanks to their flexibility and their attributes. The major implication is to advance knowledge and practice in the area of gender in management and use of social media by focusing on empirical research, theoretical developments, practice and current issues. Benefits are related to a better understanding of the debate on "gender and management" themes by reconsidering networking activities with social media.

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“…The potential to allow and encourage customers or community members to engage in a relationship with a brand via digital channels and technologies is not a new phenomenon (see Moore and Andradi, 1996;Foster et al, 2011;Lim and Melewar, 2011;Yan, 2011;Wallace et al, 2012;Boyd et al, 2014;De Vries and Carlson, 2014). Yet, despite at least two decades of the World Wide Web and more than a decade of growth in the use of social media, building or managing a brand remains something of a vexing challenge in the digital realm as highlighted by Holt (2016), with many organisations struggling to find a branding model that fits well.…”

Section: Online and Digital Brandingmentioning

confidence: 99%

Journal of Brand Management – Year end review 2016

Powell

2016

J Brand Manag

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A review and reflection on key topics plus extrapolation of future research avenues from within the Journal of Brand Management during 2016 that included a special issue focused on the themes of (i) Corporate identity, branding, marketing, communication, and reputation. Seven additional themes within the Volume are identified: (ii) Brand engagement, (iii) Brand orientation, (iv) Brand counterfeiting and protection, (v) Online and digital branding, (vi) Brand and product naming, (vii) City branding, and (viii) branding in Higher Education.

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Examining the drivers and brand performance implications of customer engagement with brands in the social media environment

Cited by 354 publications

References 48 publications

Consumer Expectation from Online Retailers in Developing E-commerce Market: An Investigation of Generation Y in Bangladesh

Consumer Expectation from Online Retailers in Developing E-commerce Market: An Investigation of Generation Y in Bangladesh

Women in business and social media: Implications for female entrepreneurship in emerging countries

Journal of Brand Management – Year end review 2016

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