Loyalty Program Effectiveness: An Examination of Mainstream and Niche Sport Fan-Team Relationships

Rufer, Lisa

doi:10.25772/9vy6-8710

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Thus, they have the feeling that they know a brand for a long time (Kressmann et al, 2006;Pham, 2017). This dimension shows deep understanding about the brand which promotes familiarity, closeness and openness (Kim et al, 2011;Rufer, 2018). With the unrestricted information disclosure on social media, brand advocates become intimate with a brand.…”

Section: Intimacymentioning

confidence: 99%

Brand Advocates and Crowdsourcing Practices on Social Media: A Conceptual Paper

Maniam¹

2022

European Proceedings of Social and Behavioural Sciences

View full text Add to dashboard Cite

The current demand for maintaining successful relationship marketing has prompted companies to use various tools with diverse techniques to achieve their communication objectives. Crowdsourcing can be considered as a promising concept which has revolutionized the process of obtaining, managing and maintaining consumers via the seamless connectivity of the online environment. Through this concept, companies can incorporate brand advocates into their communication programs as an effort to establish relationship with potential consumers. This seems to be congruent with the act of brand advocates increasingly using social media to share opinions and provide positive mentions about a brand. Their participation and engagement on social media can be examined through their willingness to recommend a brand without any incentives or rewards. In this research, the motivation for volunteering will be assessed along with the evaluation of brand relationship quality to demonstrate the intensity and strength of the relationship between the advocates and a brand. This paper presents a comprehensive framework of crowdsourcing practices on social media that describe the volunteering motives of brand advocates, which in turn leads to satisfactory and powerful relationship building. Data is proposed to be collected through a web-based survey and analyzed using the structural equation modelling technique. This study provides a practical framework to enhance brand relationship using technologically advanced crowdsourcing practices with digital communication as a platform.

show abstract

Section: Intimacymentioning

confidence: 99%

Brand Advocates and Crowdsourcing Practices on Social Media: A Conceptual Paper

Maniam¹

2022

European Proceedings of Social and Behavioural Sciences

View full text Add to dashboard Cite

show abstract

Loyalty Program Effectiveness: An Examination of Mainstream and Niche Sport Fan-Team Relationships

Cited by 1 publication

References 0 publications

Brand Advocates and Crowdsourcing Practices on Social Media: A Conceptual Paper

Brand Advocates and Crowdsourcing Practices on Social Media: A Conceptual Paper

Contact Info

Product

Resources

About