The effect of website usage and virtual community participation on brand relationships

Ellonen, Hanna Kaisa; Tarkiainen, Anssi; Kuivalainen, Olli

doi:10.1504/ijima.2010.030434

Cited by 30 publications

(21 citation statements)

References 63 publications

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“…Building on this literature, sales technology in the form of social media is being utilized to strengthen a firm's social capital and build deeper strategic relationships through online interactions (Ellonen, Tarkiainen, and Kuivalainen 2010). Sales organizations are thinking differently on how they communicate with customers and utilize social media to share information to build meaningful conversations, networks and relationships.…”

Section: Relationship Managementmentioning

confidence: 99%

Social Media’s Influence on Business-to-Business Sales Performance

Rodríguez¹,

Peterson²,

Krishnan³

2012

Journal of Personal Selling & Sales Management

249

185

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Social media have become ubiquitous in many commerce circles and a global phenomenon the past several years. According to the Nielsen Company (2010), social media users worldwide grew nearly 30 percent in 2010, from 244 million to nearly 315 million users. Research from Gartner's Consumer Technology and Markets group forecasted that global spending on social media would total $14.9 billion in 2012 (Gupta 2011). Social media, such as Twitter, have enabled customers to express their feelings regarding a product or service they have purchased. With this feedback, businesses can improve decisions on how to serve clients and create more informed solutions, thus increasing customer loyalty (Myron 2010). However, social media, also known as "social CRM" (customer relationship management), are still working their way into business-to-business (B2B) sales (Lager 2009). Results by ES Research Group (2009) show that only a small percentage of sales professionals use social media tools in their sales process. current challenGeS and ObStacleS fOr buSineSS-tO-buSineSS SaleS

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Section: Relationship Managementmentioning

confidence: 99%

Social Media’s Influence on Business-to-Business Sales Performance

Rodríguez¹,

Peterson²,

Krishnan³

2012

Journal of Personal Selling & Sales Management

249

185

View full text Add to dashboard Cite

show abstract

“…These results extend prior work on virtual communities (Czaplewski and Gruen, 2004) by offering greater understanding of the role interaction plays. The experiment also clarifies the formation of trust by highlighting interaction effect, as distinct from the more basic measure of time spent on a website (Ellonen et al, 2010).…”

Section: Discussionmentioning

confidence: 85%

“…In the context of virtual communities, WOM refers to any positive statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions through the internet (Hennig-Thurau et al, 2004). It has been empirically shown that interactivity has a positive influence on word of mouth communication (Gremler and Gwinner, 2000), supporting research that increased time on a website boosts WOM (Ellonen et al, 2010). It has also been shown that the mere perception of higher website interactivity boosts WOM (Song and Zinkhan, 2008).…”

Section: Word Of Mouth Communicationmentioning

confidence: 97%

Just small talk? The impact of interpersonal interaction in virtual web communities on new-product adoption

Botzenhardt

Heinrich

Campbell

2013

IJIMA

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While marketers have largely recognised website design and its value, interaction mechanisms are widely underexplored features of virtual communities. We argue that not only the presence of interpersonal interactionbut also its type -play key roles in how consumers experience virtual communities. In our study, we demonstrate a main effect of interpersonal interaction on relevant variables of consumers' willingness to adopt a new product introduced in the virtual community. Moreover, we analyse the role different actors can play. Our findings reveal the importance of company-representing experts in such virtual environments, shedding light on a new tool for marketers to further benefit from web communities.

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“…The emergence and rise of new social media channels in the recent years has enabled customers to increasingly participate in the new forms of customer/firm interaction processes. Discussion forums, chat rooms, email, bulletin boards, blogs and social networks are just some of the tools facilitating interactive customer experiences, which strengthen a firm"s social capital and build deeper strategic relationships through online interactions (Ellonen et al 2010), eventually fostering customer engagement with specific brands (Brodie et al 2013). In the same vein, there is a growing recognition that social media applications are useful for engaging customers (Aquino, 2012;Cheung et al 2011).…”

Section: Social Media and Customer Engagementmentioning

confidence: 99%

Exporting B2B Solutions: The Impact and Contribution of Using Social Media

Abdelmoety¹,

Gounaris²

2014

AJBE

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Empirical insights on the effect of the use of social media, particularly for small and medium sized B2B firms for which such research is limited, could significantly improve on these firms' results. It is suggested that the implementation of social media will affect: the scope of their international contacts (Hamill et al. 2011), the awareness of these businesses (Weinberg 2009), the understanding of their customers' views (Constantinides et al. 2008), the understanding of their international competition (Governatori and Iannella 2011), and exporting performance (Rapp et al 2013). It is argued that global cultural differences will moderate the relationship between the implementation of social media and its internationalization effect, customer engagement will mediate the same relationship. This research contributes theoretically to the body of knowledge by developing a framework for evaluating the benefits of social media on the exporting efforts, which to the knowledge of the researcher has never been tested before. The moderator and mediating effects of some factors between the use of social media and its implications for exporting context has never been tested.

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The effect of website usage and virtual community participation on brand relationships

Cited by 30 publications

References 63 publications

Social Media’s Influence on Business-to-Business Sales Performance

Social Media’s Influence on Business-to-Business Sales Performance

Just small talk? The impact of interpersonal interaction in virtual web communities on new-product adoption

Exporting B2B Solutions: The Impact and Contribution of Using Social Media

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