Social media and human need satisfaction: Implications for social media marketing

Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

“…According to Zhu and Chen (2015), there are two types of posts, depending on the messages' level of customization: a customized message and a broadcast. A customized message targets a specific person or a small audience (e.g.…”

“…According to Muntinga et al (2011), social interaction describes users who contribute to brand-related social media platforms in order to meet like-minded others, interact, and talk with them about specific products/brands. Zhu and Chen (2015) divide social media into two groups (profilebased and content-based), depending on the nature of the connection and interaction. In particular, profile-based social media focus on individual members.…”

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

“…Previous conceptual articles on the phenomenon of social media (Kaplan and Haenlein 2010;Kietzmann et al 2011;Zhu and Chen 2015) have categorized social media platforms along several dimensions. For instance, Zhu and Chen (2015) developed a typology based on two characteristics of social media: nature of connection (profile based versus content based) and level of customization of messages (the degree to which a service is customized to satisfy an individual's particular preferences). Together these two defining characteristics lead to four categories of social media:…”

How advertising in offline media drives reach of and engagement with brands on Facebook

“…Facebook (a social network), Snapchat (an instant photo messaging application), Instagram (a photo sharing application), Twitter (a microblogging application), and Pinterest (a 'catalogue of ideas' or photo sharing website) all have different functionalities and other characteristics (Voorveld et al 2018). They differ for example with regards to nature of the connection: (profile-based versus contentbased), level of customization of messages (the degree to which a service is customized to satisfy an individual's particular preferences) (Zhu and Chen 2015), modality (Waterloo et al forthcoming), private vs. public access to content (Lapinski and Rimal 2005), following mechanism (reciprocal vs. non-reciprocal, Davenport et al 2014), privacy parameters, type of connections (friends/colleagues), and longevity of content accessibility. Recent research also showed that these different functionalities and characteristics translate into different consumer experiences.…”