Measuring the consumer engagement related to social media: the case of franchising

Monge, María Esther Calderón

doi:10.1007/s10660-021-09463-2

Cited by 22 publications

(20 citation statements)

References 50 publications

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“…While the objective of engagement is to support public interaction and participation, thereby leading to better-informed government decision-making [ 38 ]. Second, the nature of the DSR is to reflect the matching relationship of topics by comparing the proportion of demand to the proportion of supply, while the nature of engagement is to involve one in public affairs or in consumer activities [ 39 , 40 ].…”

Section: Resultsmentioning

confidence: 99%

“…In selecting the metrics, we refer to the ideas of previous scholars in using the number of post, read, retweet, like and comment to measure the activity of social media account [ 41 , 42 ]. We modified the ratio of interest and consumer engagement based on Ángeles Oviedo-García et al [ 43 ], Muñoz-Expósito et al [ 44 ] and Calderón-Monge et al [ 39 ]. Further, we set 1/3 as the weight for the three components of public attention for convenience, since there is a consistent trend of the number of reads, likes and comments (see Figure 3 ).…”

Section: Resultsmentioning

confidence: 99%

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The Relationship between Government Information Supply and Public Information Demand in the Early Stage of COVID-19 in China—An Empirical Analysis

Zhang

2021

Healthcare

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Accurate and effective government communication is essential for public health emergencies. To optimize the effectiveness of government crisis communication, this paper puts forward an analytical perspective of supply–demand matching based on the interaction between the government and the public. We investigate the stage characteristics and the topic evolutions of both government information supply and public information demand through combined statistical analysis, text mining, text coding and cluster analysis, using empirical data from the National Health Commission’s WeChat in China. A quantitative measure reflecting the public demand for government information supply is proposed. Result indicates that the government has provided a large amount of high-intensity epidemic-related information, with six major topics being the medical team, government actions, scientific protection knowledge, epidemic situation, high-level deployment and global cooperation. The public’s greatest information needs present different characteristics at different stages, with “scientific protection knowledge”, “government actions” and “medical teams” being the most needed in the outbreak stage, the control stage and the stable stage, respectively. The subject of oversupply is “medical team”, and the subject of short supply is “epidemic dynamics” and “science knowledge”. This paper provides important theoretical and practical value for improving the effectiveness of government communication in public health crises.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

The Relationship between Government Information Supply and Public Information Demand in the Early Stage of COVID-19 in China—An Empirical Analysis

Zhang

2021

Healthcare

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“…There have been several quantitative studies on CE that addressed how the pandemic can affect CE [36,37]. However, we are looking at the ambiguity of the post-pandemic scenario that requires an investigation of potential issues for which "questions about experience, meaning and perspective" from a human standpoint should be addressed [38], p. 499).…”

Section: Methodsmentioning

confidence: 99%

Online customer engagement in the post-pandemic scenario: a hybrid thematic analysis of the luxury fashion industry

Hoang

Kousi²,

Martinez³

2022

Electron Commer Res

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The COVID-19 pandemic had a strong impact on all businesses, and especially the luxury sector. As an adaptation strategy, businesses are engaging in a digital transformation, moving all or most of their activities to online platforms. However, the nature of the luxury industry, deeply rooted in exclusivity and a high degree of human contact, is at odds with the mass-oriented, accessible, and automated nature of e-commerce, thus raising concerns about this industry's ability to reap the benefits of digital transformation. The present paper elucidates how luxury fashion firms can overcome this apparent incompatibility with e-commerce and engage with their customers successfully. Through hybrid thematic analysis of qualitative data from YouTube videos of 96 luxury fashion industry experts and using a conceptual model of Customer Engagement, recommendations were developed to help luxury firms improve their current and prospective online customer engagement efforts systematically. By highlighting their top priorities-including innovative solutions, era adaptation, and resource allocation-, luxury firms could enhance and manage customer activities more effectively in the context of a digital transformation, and ultimately establish a strong post-pandemic position.

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“…Due to the easiness of its use, social media is increasingly being adopted by organisations as an interaction and relational tool with their stakeholders, so that value can be created and engagement with their consumers can be developed. This engagement allows organisations or brands to be better recognised, thus increasing their relational capital [41]. Furthermore, social media is more cost-efficient than other traditional types of media (e.g., television advertisements; billboards) [39].…”

Section: Inter-organisational Collaborationmentioning

confidence: 99%

“…Therefore, this type of media is extremely important for organisational networks such as franchising systems. It should be noted that, through this means, organisations can better guide their communication efforts towards their targets [41]. High levels of media can foster a closer collaboration between companies, allowing them to develop an intense knowledge exchange and creation, which can be later applied to open innovation [42].…”

Section: Inter-organisational Collaborationmentioning

confidence: 99%

Intellectual Capital Change Management in the Construction Industry—The Case of an Inter-Organisational Collaboration

Vale

Barbosa

Bertuzi

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Nowadays, due to the complexity of the relationships with external entities, along with the importance that traditional media and the innovative social media have in creating competitive advantages, it is necessary for companies to collaborate in order to create Intellectual Capital (IC). Although collaboration is crucial to create IC, there is a paucity in literature regarding the effects that a specific type of collaboration may have on the IC of an organisation, specifically a franchising with a mediatic actor. Moreover, literature addressing IC creation and destruction over time is scarce, especially when applied to the construction industry. This paper’s goal is twofold: understanding the longitudinal changes of a construction SME’s Intellectual Capital, regarding its creation and destruction; analysing the impact that a specific inter-organisational collaboration franchising—with a mediatic actor may have on such IC. A single in-depth case study was conducted, allowing to conclude that the actions of an organisation can develop both Intellectual Assets and Intellectual Liabilities. It was also concluded that inter-organisational collaboration, through a franchise with an actor with experience in communication, can generate, in the long term, positive and innovative effects regarding the different IC components, namely the Relational one. More specifically, the paper allowed to ascertain that an organisation’s IC changes over time in a dynamic fashion, i.e., Intellectual Liabilities which emerged before an innovative collaboration can be transformed into Intellectual Assets and create competitive advantages. This paper contributes to stress the importance of managing IC, not only when it is created, but namely in when it can be destroyed, in a context of inter-organisational collaborations applied to a construction SME.

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Measuring the consumer engagement related to social media: the case of franchising

Cited by 22 publications

References 50 publications

The Relationship between Government Information Supply and Public Information Demand in the Early Stage of COVID-19 in China—An Empirical Analysis

The Relationship between Government Information Supply and Public Information Demand in the Early Stage of COVID-19 in China—An Empirical Analysis

Online customer engagement in the post-pandemic scenario: a hybrid thematic analysis of the luxury fashion industry

Intellectual Capital Change Management in the Construction Industry—The Case of an Inter-Organisational Collaboration

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