User-generated branding via social media: An examination of six running brands

Geurin, Andrea N.; Burch, Lauren M.

doi:10.1016/j.smr.2016.09.001

Cited by 78 publications

(75 citation statements)

References 19 publications

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“…The advantage of video is it has the ability to display verbal and visual information that is more easily understood. According to Geurin & Burch (2017), an attractive and highquality video receives more users' engagement. Red Bull, an energy drink brand, is, based on our observations, the most consistent in posting videos.…”

Section: Discussionmentioning

confidence: 99%

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Hanifawati

Ritonga

Puspitasari

2019

J. Indones.Econ.Bus.

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Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

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Section: Discussionmentioning

confidence: 99%

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Hanifawati

Ritonga

Puspitasari

2019

J. Indones.Econ.Bus.

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“…Konten post yang menarik dan high quality lebih banyak menerima keterlibatan konsumen (Geurin & Burch, 2017). Redbull, salah satu merek yang kami observasi dalam penelitian ini merupakan merek minuman energi yang sering menempati posisi #1 atau #2 top merek untuk kategori food-beverage di Facebook dan Twitter.…”

Section: Tabel 3 Goodness Of Fitunclassified

Full Issue Vol. 9(1), 2019

Esensi¹

2019

Esensi

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“…Instagram use by organizations and companies has also been examined, including the degree to which Major League Baseball (MLB) teams demonstrate corporate social responsibility through the platform (Hull & Kim, 2016). Other research of organizations' use of Instagram was conducted by Geurin and Burch (2017), who examined the Instagram accounts of six running brands, analyzing to what extent brands utilized user-generated content on their Instagram accounts and if that resulted in different levels of audience engagement. These studies exhibit the role of Instagram for both individuals and organizations.…”

Section: Instagram and Social Sharingmentioning

confidence: 99%