Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

Pentina, Iryna; Guilloux, Véronique; Micu, Anca C.

doi:10.1080/00913367.2017.1405756

Cited by 208 publications

(160 citation statements)

References 65 publications

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“…To remain relevant and 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 (Mangold & Faulds, 2009) and customer experience. Companies use SM with the goals of creating awareness, acquiring new customers, engaging with customers, creating interactions and conversations with actual and potential customers, creating a word-of-mouth (WOM) reputation, enhancing brand image, building a leadership role within the industry, creating relationships with customers and other stakeholders, and forming networks (Salo, 2017;Pentina, Guilloux, & Micu, 2018). In the field of marketing practice, previous empirical research provides evidence that companies operating in consumer markets use social media tools mainly to influence customer decisions, to support brands and to generate word-of-mouth (Wang, Yu, and Wei, 2012;Litvin, Goldsmith, and Pan, 2018).…”

Section: Social Media Usementioning

confidence: 99%

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Eid

Abdelmoety

Agag

2019

JBIM

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Purpose The social media have enabled companies to reach out to global markets and provided them with the opportunity to customize their strategies and offerings in an unprecedented way. Given the scant empirical evaluation of social media use in the small- and medium-sized enterprises (SMEs) business-to-business (B-to-B) context, this paper aims to offer a comprehensive description of the antecedents and consequences of social media use in international B-to-B SMEs and the way in which this use affects their export performance. Design/methodology/approach This study uses a sample of 277 British B-to-B SMEs and uses positivist research with a quantitative approach, adopting a survey strategy through questionnaires and structural equation modeling. Findings The results reveal that the use of social media influences export performance through the quality of international business contacts – understanding customers’ views and preferences, brand awareness and knowledge of the competition in various international markets. This study contributes to the emerging literature on B-to-B SMEs digital marketing by determining the mechanism through which B-to-B SMEs may benefit from using the social media in their efforts to export. Originality/value Despite the promising potential of the social media, especially for export-oriented companies, very limited attention has hitherto been paid to the relationship between the use of social media and export performance. This study attempts to fill the gap by investigating the extent to which actual use of social media impacts on the performance of exporting firms.

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Section: Social Media Usementioning

confidence: 99%

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Eid

Abdelmoety

Agag

2019

JBIM

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“…The following protocol steps were followed: -Developing clear interview questions Brainstorming to evaluate research question first empowered the data collection of various contexts of consumers' lives and experiences. Patton [32] states, "you're hoping to elicit relevant answers that are meaningful and useful in understanding the interviewee's perspective. That's basically what interviewing all about is" (p. 471), i.e.…”

Section: Critical Reflectionmentioning

confidence: 99%

“…-Maintain the interview guide Brinkmann & Kvale [33] addressed the importance of having interview questions expressed in everyday language (p. 158), having "presence of voice in the text" [34] [32]. In addition, questions were asked one at a time without interruption, the participants spoke while interviewer showed understanding of the question through nodding or expressing gratitude [3].…”

Section: Critical Reflectionmentioning

confidence: 99%

Consumer’s Purchase Intention towards Luxury Retailer’s Social Media Advertisements —A Case Study of a Shoe Retail—UAE-Dubai Mall

Sabri¹

2019

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Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts "luxury" and "digital" are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer's purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this "truth" means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.

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“…Social media marketing activities of luxury brands enhance brand trust and intimacy, improve relationships, and strengthen brand evangelism (cf. Pentina, Guilloux, & Micu, ).…”

Section: Introductionmentioning

confidence: 99%

Brand engagement in self‐concept and consumer engagement in social media: The role of the source

Giakoumaki

Krepapa

2019

Psychology and Marketing

105

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This three-group between-subjects experimental research investigates the extent to which consumer engagement with a social media branded post is directly affected by individuals' tendency to incorporate brands as part of their self-concept (BESC) and whether this relationship is moderated by individuals' exposure to three different post source types. Participants were exposed to one of three Instagram social media posts of a luxury brand, where the only manipulated factor was the type of source.Findings show that there is a positive relationship between BESC and post engagement. The study also shows that content source plays a moderating role in the relationship between BESC and post engagement, such that individuals with high BESC will engage significantly more with content posted by other users, compared with branded sources (brand, influencer).

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Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

Cited by 208 publications

References 65 publications

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Consumer’s Purchase Intention towards Luxury Retailer’s Social Media Advertisements —A Case Study of a Shoe Retail—UAE-Dubai Mall

Brand engagement in self‐concept and consumer engagement in social media: The role of the source

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