The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors

Hudson, Simon; Huang, Li; Roth, Martin S.; Madden, Thomas J.

doi:10.1016/j.ijresmar.2015.06.004

Cited by 450 publications

(388 citation statements)

References 45 publications

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“…El propósito o posicionamiento de una marca es la razón principal de ser del negocio, ya que transmite los beneficios que trae la empresa a sus clientes. Hay una gran oportunidad para las empresas para aprovechar las ventajas de la presencia en Redes Sociales y crear un vínculo con sus clientes (Hudson et al, 2015).…”

Section: Claves Para Una Estrategia De Marca Efectiva Dirigida a Mileunclassified

“…Desde el punto de vista de la comunicación y el marketing, hay una gran oportunidad para que las empresas aprovechen las ventajas de la presencia en Redes Sociales para crear un vínculo con sus clientes (Hudson et al, 2015). Sin embargo, la literatura sobre la Generación Milenial, Redes Sociales y marca sugiere que hay una brecha en el conocimiento de las empresas a la hora de alcanzar a esta generación.…”

Section: Introductionunclassified

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Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Cartagena

2017

MHCJournal

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Este artículo recopila las principales claves de comunicación para generar estrategias de marca efectivas dirigidas a la Generación Millennial a través de las redes sociales. Se trata de una revisión narrativa cualitativa, que pretende proporcionar al lector una puesta al día sobre conceptos útiles en el área de marca, redes sociales y generaciones digitales. En primer lugar, se ha delimitado a la Generación Millennial como la formada por personas nacidas entre los años 1981 y 2000. En segundo lugar, se han sintetizado los principales atributos que definen a esta generación: alta exposición a la tecnología y la información, uso intensivo de redes sociales, comportamiento multiplataforma y multitarea, necesidad de socialización, empoderamiento, baja permeabilidad a los medios tradicionales, carácter exigente frente a marcas, rearme ético y personalidad individualista. Por último, se han sintetizado las principales claves de comunicación para generar estrategias de marca efectivas en redes sociales: comunicación multiplataforma, lenguaje empático, contenido relevante, autenticidad y honestidad, uso del boca a boca, comunicación alineada con los valores de la generación, comunicar valores superiores de marca, fomentar la participación activa, desarrollar contenidos en un formato audiovisual y establecer una estrategia de recompensas.

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Section: Claves Para Una Estrategia De Marca Efectiva Dirigida a Mileunclassified

Section: Introductionunclassified

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Cartagena

2017

MHCJournal

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“…A destination with a strong image is able to spread positive word-of-mouth enhancing destinations brand-equity (Virvilaite, Tumasonyte & Sliburyte, 2015). Social media plays a very critical role in maintain the positive relationship with brand quality and strengthens the relationship between the two (Hudson, Huang, Roth & Madden, 2016).…”

Section: Positive Word Of Mouthmentioning

confidence: 99%

Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations

2017

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Purpose -Different scales available for measuring the brand-equity of destinations are found to be much tourist centric and did not present a holistic view regarding building sustainable customer based brand-equity for destinations. Current study aim at conceptually addressing this important issue and present a modified framework for developing and measuring the customerbased brand equity of tourist destinations using Keller (2001). Design -Extensive literature review was done and 84 articles published in the domain of brandequity in tourism and related areas were downloaded from various known databases to support arguments. In addition, UNWTO reports were also used. Cooper (1980) guidelines were used for exploring relevant articles. Findings -It is argued that the first step for building strong brand-equity of destination starts with identification of destination' salience followed by destination performance and destination imagery, destination judgements and feelings, and destination brand resonance. Consequences of having high brand-equity are also discussed. Originality -The tourist based brand-equity pyramid is the very first framework which is using Keller (2001) for explaining sustainable brand-equity formation of tourist's destinations. Current framework not only give a deep understanding of how to build brand-equity of destinations but also on how to develop strong, emotional bonds with the tourists and hence sustaining the brandequity.

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“…This is a result of the environment being dynamic due to the global nature of the internet (Carter, et al, 2007). Effective use of digital marketing can result in relatively lowered costs in relation to traditional Journal of Business on Hospitality and Tourism means of marketing, lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs (Hudson, et al, 2016). Hudson, et al (2016) suggest that understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Effective use of digital marketing can result in relatively lowered costs in relation to traditional Journal of Business on Hospitality and Tourism means of marketing, lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs (Hudson, et al, 2016). Hudson, et al (2016) suggest that understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online. Kumar, et al (2016) add that apps provide a big opportunity as well as challenge for the marketers because firstly the apps need to be downloaded and secondly the person needs to actually use it.…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Marketing in Promoting Events and Festivities. a Case of Sanur Village Festival

Suryawardani

Wiranatha

2017

JBHOST

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Digital marketing intends to influence consumers’ desire, cognition, feelings, belief, attitude and image concerning products and brands which has the ultimate goal to influence consumers’ purchase behaviour. Digital marketing has been widely used to promote tourism around the world, including Sanur Village Festival in Bali. Sanur Village Festival is one of the famous events in Bali which has been held annually since year 2005 in order to recover image and reputation of Bali as a peaceful destination after terrorism attacks. Research was designed to examine the role of digital marketing in visitors’ behavioural intention in visiting Sanur Village Festival 2015. Research was undertaken in the area of Sanur Village Festival (SVF) on 26 - 30 August 2015. The number of respondents was 207 visitors. Data was analysed by using SmartPLS program.The results show that among four indicators, only indicator of event advertisement significantly influences visitors’ intention in visiting SVF with Alpha Cronbach coefficient is 0.59 (≥ 0.6) and correlation coefficient is 0.369 (≥ 0.3). Meanwhile, three other indicators, namely source of event’s information, accompany to visit, and event’s arrangement is not significant to influence visitors’ intention to visit SVF. Among types of advertisement, the results show that the highest percentage of advertisement’s type which affected the visitors’ intention to visit SVF is the use of digital advertisement, namely television (41.2%), internet (32.7%), and broadcast (13.4%). However, non-digital advertisement has less influence, namely printed media (4.8%), banner (4.5%) and brochure (3.4%). Understanding development of preferred weblogs and portals by internet users is very important to be able to get more success in gaining specific target market, as people are getting more internets oriented. The results indicate that successful promotional strategy in the information and technological era should be focused on digital marketing with a clear focus on efficiency, sustainability and experiences enrichment. However, it cannot be denied that other factors such as attitudes toward behaviour and perceived behaviour control are also defining factors in influencing consumers’ purchase behaviour which is also need to be focused on.

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The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors

Cited by 450 publications

References 45 publications

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations

Digital Marketing in Promoting Events and Festivities. a Case of Sanur Village Festival

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