From Advertising to Engagement

Malthouse, Edward C.; Calder, Bobby J.

doi:10.1002/9781119167600.ch28

Cited by 15 publications

(8 citation statements)

References 30 publications

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“…Whilst rational details provide essential brand information, emotional content enhances homebuyer interest and creates more persuasive material. SMBE has an essential role in establishing and managing brand-consumer relationships via social media (Malthouse et al ., 2015), bringing values to a firm, either directly through purchases or indirectly through consumers' dialogues with a brand on social media (Dessart and Pitardi, 2019). Remarkably, consumer engagement in various activities organised by the brand on social media could strengthen its customer–brand connections (Hollebeek et al ., 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

Sinh My,

Nguyen,

Pham

2023

APJML

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PurposeProperty developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).Design/methodology/approachAround 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.FindingsResults indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.Research limitations/implicationsData and sample size were limited to meet the generalisation from different nations and cross cultures.Practical implicationsThe authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.Originality/valueThis study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

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Section: Literature Reviewmentioning

confidence: 99%

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

Sinh My,

Nguyen,

Pham

2023

APJML

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“…At the same time, advertising is part of a larger ecosystem with multiple stakeholders and exogenous factors to consider. For advertisers to achieve the full potential of CA with continuous interactions with consumers, they should move away from old advertising mindsets, where touch points (ads) interrupt and try to impact consumers, to one where seamless touch points serve and engage consumers (Malthouse and Calder 2018), so that they invite the brand into their lives (Deighton and Kornfeld 2009). Touch points will become more like services where consumers participate in the creation of value.…”

Section: Closing Comments and Future Challengesmentioning

confidence: 99%

Advancing Computational Advertising: Conceptualization of the Field and Future Directions

Huh

Malthouse

2020

Journal of Advertising

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This editorial introduces the special section on Advances in Computational Advertising. We define computational advertising, as well as discuss the historical background and conceptualization of the computational advertising field. We describe the unique thought leadership forum (TLF) model that was developed to facilitate new research collaboration among scholars from varying academic disciplines, methodological and disciplinary perspectives, and different expertise to examine important and timely issues related to computational advertising and to set a forward-looking research agenda for the next decade and beyond. Five articles resulting from the TLF project and included in this special section are briefly discussed. Then, we identify future challenges and opportunities of computational advertising and propose future research directions.

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“…print versus television, depended on the medium used. Now, brands use contact or touchpoints to interact with customers in ways that go beyond conventional advertising (Calder and Malthouse, 2005; Malthouse and Calder, 2018). Brands use sponsorships and native advertising (content marketing) to create both real and virtual brand experiences through these customer interactions.…”

Section: Introductionmentioning

confidence: 99%

Customer interaction strategy, brand purpose and brand communities

Calder

2022

JOSM

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PurposeCustomer interactions are integral to service brands. Indeed, many product brands have added services in order to create more opportunity for customer interaction. This paper deals with the strategic use of customer interactions to build a strong brand. Customer interaction strategy has evolved considerably beyond traditional sales and advertising in how customer interactions are conducted. Yet the Pareto rule (e.g. 80% of sales from 20% of customers) continues to guide who brands interact with. Conventional wisdom is that firms should target heavy users or customers high on the recency, frequency and monetary (RFM) value of purchases. The purpose of this conceptual paper is to examine how brands can use brand purpose and brand communities to target light users and even nonuser stakeholders as well.Design/methodology/approachThere is reason to hypothesize that brands can go beyond the heavy user limit of targeting customer interactions by developing brands around purpose. Purpose can be based on engagement with personal goals or values or on societal values about doing good for others. Brand purpose can be reinforced by either life purpose brand communities or societal purpose brand communities.FindingsThe paper reviews findings in the brand interaction, brand purpose and brand communities literature.Research limitations/implicationsThe two types of brand purposes and brand communities offer the possibility of growing a brand by targeting customer interactions at light users and nonuser stakeholders.Practical implicationsThere are important future research issues to be addressed, but this approach could increase the value of brands to consumers and extend the life cycle of brands for organizations.Social implicationsFurthermore, the concept of societal brand purpose could allow firms to focus on creating shareholder value as well as addressing social and environmental problems.Originality/valueThis paper broadens the current conception of customer interaction strategy and is thus relevant to relationship and experience marketing.

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From Advertising to Engagement

Cited by 15 publications

References 30 publications

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

Advancing Computational Advertising: Conceptualization of the Field and Future Directions

Customer interaction strategy, brand purpose and brand communities

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