A conceptual analysis of brand intimacy on social media platforms

Almubarak, Alanoud F.; Pervan, Simon J; Johnson, Lester W.

doi:10.1080/0965254x.2017.1311358

Cited by 8 publications

(10 citation statements)

References 50 publications

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“…Customers perceive information as utilitarian, entertainment content as hedonic and remuneration as monetary to satisfy their marketing needs (de Silva, 2020). These gratifications act as validations of caring and understanding thereby, making customers feel special and loved (Almubarak et al, 2017). A customer's closeness and connectedness with a brand trigger emotion, and a brand intimacy attitude is developed (Cheung et al, 2022;Lin et al, 2019).…”

Section: Influence Of Brand-related Social Media Content On Brand Int...mentioning

confidence: 99%

“…For example, Ahearne et al (2005) suggest that customers who feel close to a brand promote the brand to others and actively participate in brand-related events. Almubarak et al (2017) argue that brand intimacy leads customers to exhibit brand-desirable outcomes, such as loyalty, resistance to negative information and positive word of mouth. Brand intimacy denotes the deep relationship a customer builds with a brand.…”

Section: Influence Of Brand Intimacy On Customer Extra-role Behaviormentioning

confidence: 99%

“…The emotion will foster customer–brand relationship (Kamboj, 2020). These primary gratifications foster brand intimacy, an attitude toward the brand (Almubarak et al , 2017; Cheung et al , 2022; Lin et al , 2019). This study proposes that brand intimacy is a customer’s emotional readiness to attach to and support the brand (Simon and Tossan, 2018; Wang and Lee, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

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The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model

Guttena,

Wu,

Atmaja

2023

JPBM

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Purpose This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior. Design/methodology/approach Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context. Findings The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors. Practical implications The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily. Originality/value This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

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Section: Influence Of Brand-related Social Media Content On Brand Int...mentioning

confidence: 99%

Section: Influence Of Brand Intimacy On Customer Extra-role Behaviormentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model

Guttena,

Wu,

Atmaja

2023

JPBM

View full text Add to dashboard Cite

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“…Furthermore, the most important thing in experiential marketing is to create communication touchpoints around the products or services through experience, this concept being considered a tool to encourage positive word-of-mouth (Masterman and Wood 2008). Consequently, an experiential marketing strategy is implemented more and more by marketers who want to build brand intimacy (Le et al 2019), which denotes the "feeling of closeness" resulting from a positive customer brand connection (Almubarak et al 2017). Furthermore, experiential marketing is one of the marketing strategies that has been applied extensively in different industries in the last few years.…”

Section: Experiential Marketing As An Effective Communication Toolmentioning

confidence: 99%

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Urdea

Constantin

2021

JRFM

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Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’ expectations. This research investigates what effect experiential marketing campaigns have on both customers’ perception and business outcomes, aiming to develop a deeper understanding of experiential marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts from all around the world was applied. By identifying the key drivers of experiential marketing campaigns in a hybrid setting, the present study highlighted the important role that experiential marketing has as a communication strategy, offering additional insights to marketing specialists on the experiential marketing implementation steps. A theoretical framework of the steps needed to put into practice an experiential marketing strategy was proposed.

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“…The development of digital has completely changed the way postmodern consumers interact with brands and therefore calls for a total review of how brands should be managed (Hatch and Schultz, 2010;Almubarak & al, 2018) and leads to a consumer-relationship paradigm (Quinton, 2013). By switching from conversation (top-down) to debate (multilayer interactions with multiple stakeholders), brand meaning is co-created during the consumer-brand relationship, and brand communication and management are no longer exclusively internally driven.…”

Section: Introduction To the Special Issuementioning

confidence: 99%

Call for papers for the special issue: Brands in the digital world: challenges and perspectives

2019

Journal of Strategic Marketing

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A conceptual analysis of brand intimacy on social media platforms

Cited by 8 publications

References 50 publications

The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model

The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Call for papers for the special issue: Brands in the digital world: challenges and perspectives

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