Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry

Lobschat, Lara; Zinnbauer, Markus; Pallas, Florian; Joachimsthaler, Erich A.

doi:10.1016/j.lrp.2012.11.004

Cited by 45 publications

(103 citation statements)

References 86 publications

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“…Customers are willing to be loyal to companies that will deliver added value in comparison to competitors' offering (Reichheld et al, 1996). When people are loyal to a brand, they show an intense positive attitude of commitment to the brand and this in effect causes them to support it (Choi et al, 2018;Lobschat et al, 2013). Erdoğmuş and Çiçek (2012) investigated the relationship between social media marketing and brand loyalty in Turkey on customers who followed at least one brand on the social media.…”

Section: Brand Loyaltymentioning

confidence: 99%

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Khan¹

2019

IJMS

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Purpose -The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships.Design/methodology/approach -This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi-square and overall model fit indices further confirm the structural model fit.Findings -The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship.Research limitations/ future research -The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies.Originality/value -This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

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Section: Brand Loyaltymentioning

confidence: 99%

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Khan¹

2019

IJMS

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“…Christopher, Payne, and Ballantyne [40] indicated that brand advocacy is crucial to the development of firm-consumer relationships [64]. As such, if a consumer views a brand favorably, the consumer may recommend the brand to their relatives and promote it through blogs, online forums, or networking sites [87]. Moreover, brand advocacy-as characterized by consumers' support for and loyalty to a brand, willingness to recommend the brand, promote it through various means, and share their positive experiences with it and ideas about its value and benefits-is an informal form of behavior that offers no financial rewards [91].…”

Section: Brand Advocacymentioning

confidence: 99%

“…WOM reviews about and loyalty to a brand can contribute to the sales of the brand [91]. One of the benefits of brand advocacy is that an individual can obtain positive information about a brand from other consumers' sharing their experiences with the brand [87]. Thus, brand advocacy is a consistent effort by a consumer to speak in favor of a brand and may occur in social settings (e.g., recommending the brand or defending it when it is criticized) and in daily life.…”

Section: Brand Advocacymentioning

confidence: 99%

“…The construct of brand loyalty was divided into three subconstructs: (a) brand purchase intention (the possibility that a brand fan purchases a product under a brand); (b) brand advocacy (the attitudes characterized by a brand fan's affective, behavioral, and cognitive support for a brand, despite the existence of other brands); and (c) willingness to pay price premiums (the willingness of a brand fan to pay for products under a brand at higher prices). The subconstruct of brand purchase intention encompassed 4 questions [25], that of brand advocacy comprised 3 questions [87], and that of willingness to pay price premiums comprised 3 questions [36].…”

Section: Brand Loyaltymentioning

confidence: 99%

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How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones

Hsu

2019

J. theor. appl. electron. commer. res.

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This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.

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“…O desenvolvimento da cultura de marcas não poderia, segundo Semprini (2010), ser dissociado dos ciclos de evolução do consumo. As indústrias começaram a identificar seus produtos com maior frequência a partir do início do século XX, após a revolução industrial (ALEXANDER; AKEHURST, 1998 (GENSLER et al, 2013;KAPLAN;HAENLEIN, 2010;KLIATCHKO, 2008;LOBSCHAT et al, 2013;SEMPRINI, 2010;VERDINO, 2010). Para Verdino (2010, p. 42), a "linha entre o palco e a audiência foi borrada à medida que os expectadores se transformaram em produtores de entretenimento".…”

Section: Evolução De Marca Na História Recenteunclassified

O uso das informações de big data na gestão de crise de marca

Salvador¹

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Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry

Cited by 45 publications

References 86 publications

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones

O uso das informações de big data na gestão de crise de marca

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