How brand-stakeholder dialogue drives brand-hosted community engagement on social media: A mixed-methods approach

Zhao, Xinyan; Chen, Yi-Ru Regina

doi:10.1016/j.chb.2022.107208

Cited by 19 publications

(11 citation statements)

References 70 publications

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“…The essence of this theory is to understand the focus for consumers to get involved through social media marketing [ 78 ]. According to Zhao and Chen [ 42 ], consumers tend to develop a more psychological bond when they are satisfied with the brand and its involvement in marketing. Consumers derive perceived benefits and satisfaction responses by engaging in social media activities [ 45 ].…”

Section: Meta-textual Methodsmentioning

confidence: 99%

The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review

Bryła

Chatterjee

Ciabiada-Bryła

2022

IJERPH

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Social media have progressed drastically in building successful consumer engagement both in brand building and sustainable consumption. This paper is a review of the articles concerning the influence of social media marketing on consumer engagement in sustainable consumption practices published over the last 8 years. We follow the PRISMA technique as a methodological approach. The review investigates 70 empirical research articles published between 2014 and 2022. A total of 70% of the reviewed articles were published during the last two years. The most influential theories in this field of study are relationship marketing and consumer engagement (16 articles), social exchange (10), and sustainable consumption (8). The most commonly used methods are quantitative (in as many as 61 of the 70 reviewed articles). A careful analysis of the reviewed articles suggests that the tools that are consistently contributing to sustainable consumption are influencer marketing along with creating meaningful content with the right balance of content design, quality, and creativity, as well as the use of emojis. Consumer involvement with a brand relationship quality is key to a sustainable lifestyle. Young individuals with an entrepreneurial vision and a high drive for increased social status demonstrate the highest social media engagement in sustainable consumption.

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Section: Meta-textual Methodsmentioning

confidence: 99%

The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review

Bryła

Chatterjee

Ciabiada-Bryła

2022

IJERPH

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“…El reto reside en cómo gestionar el diálogo en las redes sociales para poder satisfacer las necesidades de cada grupo de interés (Jiang & Park, 2021), dada la influencia que existe entre las opiniones y comportamientos de los diferentes públicos que operan en dichos canales (Yang et al, 2018). Porque más allá de las propias empresas, las personas se convierten en portavoces activos de las marcas mejorando así el diálogo, el entendimiento mutuo y las interacciones de calidad (Simon & Tossan, 2018;Zhao & Chen, 2022). De ahí que existan autores que afirmen que las empresas tendrían que sacar más partido al potencial dialógico de las redes sociales (Aced-Toledano & Lalueza, 2018b;Zhou & Xu, 2022) o que, por contra, sea imposible establecer un diálogo auténtico por la mediación que se produce en estos canales (Kent & Theunissen, 2016).…”

Section: Marco Teóricounclassified

“…Ante estas circunstancias, la comunicación dialógica de las organizaciones con sus públicos se presenta como una herramienta estratégica para gestionar las crisis y construir relaciones de calidad (Lee, 2022). De hecho, las redes sociales se convirtieron en uno de los principales canales utilizados a la hora de trasladar las últimas noticias e indicaciones sanitarias a la población general (Bridman & Merkley, 2020) y complementaron el abanico de canales a través de los cuales los ciudadanos cubrieron sus necesidades de información (Moreno et al, 2021) En contextos diferentes a los de crisis, las redes sociales como Facebook, Twitter, TikTok o LinkedIn, también representan uno de los principales canales donde más se favorece el diálogo entre personas, organizaciones y sus stakeholders (Watkins, 2017;Yang & Saffer, 2019;Jiang & Park, 2021;Wang & Jang, 2019;Zhao & Chen, 2022). Las particularidades de Twitter hacen que sea una red social que favorezca en especial el diálogo, en directo y en diferido, entre los diferentes actores que participan en ella (Wang & Jang, 2019), gracias al uso de forma orgánica y pagada de recursos como Me gusta, retuits, hipervínculos, hashtags.…”

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Análisis del uso de Twitter como plataforma estratégica de diálogo: las empresas del IBEX35 y la difusión de mensajes sobre COVID

Miquel-Segarra

Pérez

Monfort

2023

RCom

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El trabajo analiza la comunicación realizada por parte de empresas del IBEX35 en situaciones de crisis para determinar los mecanismos que tratan de favorecer el diálogo entre organizaciones y sus stakeholders. La muestra la componen los tuits que incluyen la palabra covid y que han sido emitidos por las 27 compañías del IBEX 35 que disponían de perfiles corporativos verificados en la plataforma social Twitter durante los primeros 6 meses de la pandemia COVID-19. Tomando en consideración los principios dialógicos establecidos por Kent y Taylor (1998), que fueron adaptados por Rybalko y Seltzer (2010) para Twitter, se realizó una adaptación para establecer indicadores que aplicar en la conversación establecida en la plataforma. Para analizar las diferencias de interacción se ha utilizado la prueba t para muestras independientes y el ANOVA de un factor. Los resultados muestran que las empresas mantienen un interés por relacionarse con sus públicos pero que siguen tratando temas que no son del interés de los usuarios, lo que dificulta que exista una diálogo o conversación entre empresas y stakeholders. El artículo demuestra que los recursos más utilizados por las empresas en situaciones de crisis son la llamada a la acción y al diálogo, ya sea planteando preguntas a sus usuarios o sugiriendo la interacción deseada. Mientras que preguntar directamente a los usuarios sus opiniones no genera más diálogo, los resultados demuestran que solicitar actitudes, como comentar, difundir una imagen o dar un me gusta sí que aumenta la interacción. Esto implica que existe interés bajo por parte de los públicos por unirse a una conversación real.

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“…Therefore, as stated by Wang, Schuetz, & Cai (2021), public opinion monitoring is essential in the middle of a crisis so the company can respond correctly, especially when the negative mentions are more dominant than positive ones. Also, as Zhao & Chen (2022) suggested, it is important to have good communication management that mutually benefits both the company and its community. A company should have a community management team to maintain a mutual relationship with the district because, as Zhao & Chen (2022) stated, highly engaged reciprocal communication within the virtual community could result in brand loyalty.…”

Section: Crisis Response Strategiesmentioning

confidence: 99%

“…Therefore, as described by Agarwal, Aziz, & Zhuang (2022), it is crucial to give verified clarification on social media during a crisis to reduce uncertainties and doubts, especially when many rumors have spread. Also, as described by Zhao & Chen (2022) and Setyawan et al (2020) to maintain positive sentiment toward a brand, an online community manager should have a strong relationship with the community and give special privileges to active participants.…”

Section: Introductionmentioning

confidence: 99%

Crisis Response Strategies During Cryptocurrency Crash: A Netnographic Studies of Lunatics Community

Tjahyana

2022

ijbs

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Cryptocurrency is a speculative investment due to its volatility which could result in significant returns but also could end in crashes. Terra blockchain collapsed when its stable coin UST failed to maintain its peg to 1 USD and caused its sister coin LUNA to drop by more than 90% only in a few days. Terra LUNA itself has gained success and attracted many investors that became a strong community called Lunatics. Using Netnography; this study tried to observe crisis response strategies from Do Kwon, founder and CEO of Terraform Labs, and from Terra LUNA official Twitter account during the crash. Also, this study used community sentiment as an indicator to measure the success of the strategies. In addition, this study observed the interaction of the community during the crash period and how they overcome the crisis together. The results show that mortification and corrective action are the most effective strategy to generate positive sentiment. However, denials toward rumors cause more negative sentiment within the community. Despite the recovery plan from the Terra network, the Lunatics community also has its ways of recovering from the crisis. This study also revealed that community influencers' roles are crucial in controlling rumors during the crisis.

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How brand-stakeholder dialogue drives brand-hosted community engagement on social media: A mixed-methods approach

Cited by 19 publications

References 70 publications

The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review

The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review

Análisis del uso de Twitter como plataforma estratégica de diálogo: las empresas del IBEX35 y la difusión de mensajes sobre COVID

Crisis Response Strategies During Cryptocurrency Crash: A Netnographic Studies of Lunatics Community

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