Online branding: Development of hotel branding through interactivity theory

Barreda, Albert A.; Bilgihan, Anil; Nusair, Khaldoon; Okumuş, Fevzi

doi:10.1016/j.tourman.2016.06.007

Cited by 71 publications

(85 citation statements)

References 105 publications

(135 reference statements)

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“…The three independent variables all had significant, but different, effects on brand engagement. The paths of brand image, brand awareness, and brand quality on brand engagement were all significant, which is consistent with previous studies [17,100,105]. The effect of brand quality was the largest and the effect of brand image is the smallest; that is, for Shandong Province, improving the quality of tourism services is the best method to attract tourists to participate in value co-creation activities for destinations.…”

Section: Discussionsupporting

confidence: 88%

“…The impacts of brand image, brand awareness, and brand quality on brand value have been verified in existing research [99][100][101][102]. Wu et al [103] found that brand image has a significant positive impact on brand value; that is, the better a consumer's perception of brand image, the higher their perception of brand value.…”

Section: Brand Image Brand Awareness Brand Quality and Brand Valuementioning

confidence: 88%

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Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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Section: Discussionsupporting

confidence: 88%

Section: Brand Image Brand Awareness Brand Quality and Brand Valuementioning

confidence: 88%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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“…Articles that have paid attention to brand issues over the social media platforms (i.e. Bernritter et al, 2016;Moro et al, 2016;Shi et al, 2016;Popp and Woratschek, 2016;Harrigan et al, 2016;Gao and Feng, 2016;Kohli et al, 2016;Ahmad et al, 2016;Hudsonal., 2016;Karaduman, 2016;Luo et al, 2016;Nguyen et al, 2016;Barreda et al, 2016;Rutter et al, 2016;Godey et al, 2016;Niser and Whitehead, 2016;Hajli et al, 2016;Latiffa et al, 2016;Bruhn et al, 2012;Enginkaya and Yılmaz, 2014;Kim and Ko, 2012;Saboo et al, 2016;Saboo et al, 2015). 5.…”

Section: Methodsmentioning

confidence: 99%

“…Such trend has recently received a considerable interest in many marketing studies. About 35 articles that have examined the related issues of branding over the social media platforms (see Ahmad et al, 2016;Barreda et al, 2016;Bernritter et al, 2016;Bianchi and Andrews, 2015;Bruhn et al, 2012;Christou 2015;De Vries et al, 2012;Enginkaya and Yilmaz, 2014;Gao and Feng, 2016;Gensler et al, 2013;Gironda and Korgaonkar, 2014;Godey et al, 2016;Hajli et al, 2016;Harrigan et al, 2016;Hudson et al, 2015;Hudsonal., 2016;Karaduman, 2016;Kim and Ko, 2012;Kim et al, 2015;Kohli et al, 2016;Latiffa et al, 2016;Luo et al, 2016;Moro et al, 2016;Muk and Chung, 2014;Naylor et al, 2012;Nguyen et al, 2016;Niser and Whitehead 2016;Okazaki et al, 2012;Popp and Woratschek, 2016;Rutter et al, 2016;Saboo et al, 2015;Shi et al, 2016). 93% of these articles have strongly argued the crucial impact of marketing activities undertaken over social media platforms on the branding recognition and identity.…”

Section: Social Media and Brandmentioning

confidence: 99%

Social media in marketing: A review and analysis of the existing literature

Alalwan

Rana

Dwivedi

et al. 2017

Telematics and Informatics

708

421

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People worldwide are largely engaged and attached with the web 2.0 technology and Social media platforms. By the same token, businesses start looking at such technologies as effective mechanisms to interact more with their customers. Equally, the related issues of social media marketing have been also the focus of attention for academics and researchers to expand the current understanding about such phenomena over the marketing area. Accordingly, the main aim of this study is to systematically examine and review the current studies that have conducted over the related area of social media and marketing. By reviewing approximately 144 articles, the researchers were able to provide an overview of the main themes and trends covered by the relevant literature such as the role of social media on advertising, the electronic word of mouth, customers' relationship management, and firms' brands and performance. In this review, it has also studied the most common research approaches adopted to examine the related issues of social media marketing. Further discussion is also introduced followed by an explanation of the current review limitations and recommended directions to be examined by future studies.

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“…Nowadays, indeed, the social media marketing function is implemented in all sectors through social media platforms and channels with the aim of creating, communicating, distributing and exchanging offers of a certain value (Tuten & Solomon, 2017). In some ways, social media has created a new generation of customers much more powerful and sophisticated (Barreda, Bilgihan, Nusair, & Okumus, 2016;Palla, Tsiotsou, & Zotos, 2013) and difficult to influence, persuade and conserve because they cannot physically evaluate the quality of products (Alalwan, 2018;Constantinides, 2014). Moreover, according to Godey et al (2016), in defining the best social media marketing strategy, it is necessary to consider five important aspects: entertainment, interaction, trend, personalisation and WOM (e.g., Kim & Ko, 2012), as they positively influence the achievement of a brand image and increase brand loyalty Interestingly, through the definition of their holistic framework of strategic elements of social media marketing, Felix et al (2017) identify four dimensions underlying the social media marketing strategies: finality, culture, structure and governance.…”

Section: Social Media Marketingmentioning

confidence: 99%

Social Media Marketing and Luxury Consumption: A Literature Review

Colella¹,

Amatulli²,

Martínez–Ruiz³

2019

IJMS

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People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

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Online branding: Development of hotel branding through interactivity theory

Cited by 71 publications

References 105 publications

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Social media in marketing: A review and analysis of the existing literature

Social Media Marketing and Luxury Consumption: A Literature Review

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