Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms

Pina, Lídia Silveira; Loureiro, Sandra María Correia; Rita, Paulo; Sarmento, Eduardo Moraes; Bilro, Ricardo Godinho; Guerreiro, João

doi:10.1080/10496491.2019.1557805

Cited by 32 publications

(17 citation statements)

References 27 publications

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“…First, the quantitative methods have been the dominant research approach in the publications we studied, across all majority of categories as well as in the overall dataset. Over the studied years, it has evolved from simple correlations, multiplelevel regression analyses to predictive models (Schivinski, 2019) and development of machine-learning algorithms (Pina et al, 2019). Implementation of advanced statistical techniques has enabled the researchers to capture the multidimensional character of the CE construct.…”

Section: Evolution Of Research Topics and Methods Over Timementioning

confidence: 99%

“…However, it does not provide very rich detail on consumer's feelings and emotions. Therefore, recent works have analysed not only textual data but also use of punctuation and visual clues, such as emojis and emoticons (Davis et al, 2019;Pina et al, 2019) or Facebook 'reaction buttons' (Antoniadis et al, 2019).…”

Section: Evolution Of Research Topics and Methods Over Timementioning

confidence: 99%

“…In the experimental research, Schamari and Schaefers (2015) explore whether 'webcare' can serve as an effective marketing tool for reinforcing consumers' engagement intentions. Similarly, Pina et al (2019) propose a practice of active listening as a potential efficient tool to promote CE. Unlike the experimental settings of the study by Schamari and Schaefers (2015), their findings are based on implementation of data mining techniques and machine learning algorithms on a naturally occurring data set of online consumer comments (Table 5).…”

Section: Contextual Characteristics Studies Within This Categorymentioning

confidence: 99%

See 2 more Smart Citations

Mapping methods of research on consumer engagement with brands on social media: A literature review

Martínek

2021

Methodological Innovations

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Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods. The purpose of this article is to review the extant empirical research in the marketing literature that investigates consumer engagement with brands on social media, provide an overview of the research methods employed, and suggest implications for future research. Through systematic review of 66 published studies, this article aims to explore what methods are used to empirically investigate consumer engagement with brands on social media and asks how these methods have evolved over time. The study categorises the current research and demonstrates the evolution of research methods and themes from 2011 until 2019. This literature review revealed three observations: (a) low methods’ diversity, (b) dominant reliance on visible social media metrics and (c) negative aspects of consumer brand engagement as an emerging theme. The insights developed and the observed trends can be helpful in shaping future research and practice in the field of consumer brand engagement.

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Section: Evolution Of Research Topics and Methods Over Timementioning

confidence: 99%

Section: Evolution Of Research Topics and Methods Over Timementioning

confidence: 99%

Section: Contextual Characteristics Studies Within This Categorymentioning

confidence: 99%

See 1 more Smart Citation

Mapping methods of research on consumer engagement with brands on social media: A literature review

Martínek

2021

Methodological Innovations

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“…Listening is considered vital for brands and organizations to achieve two-way communication and dialogue (Macnamara, 2016). Organizational listening brings many advantages to organizations themselves, such as strengthening relationships with consumers, improving customer satisfaction (Pina et al, 2019), and gaining a better understanding of how the organization is being discussed online (Crawford, 2009, pp. 531-532).…”

Section: Organizational Listening On Social Mediamentioning

confidence: 99%

“…Previous research on organizational listening has mainly considered how organizations understand and approach listening (Burnside-Lawry, 2012; Dodd & Collins, 2017;Maben & Gearhart, 2018;Macnamara, 2016Macnamara, , 2018aMacnamara, , 2018bMacnamara, , 2019. To capture the views of consumers and stakeholders, researchers have mostly used content analysis (Ji, Li, North, & Liu, 2017;Pina et al, 2019;Tirkkonen & Luoma-aho, 2011), although surveys (Cheng, Jin, Hung-Baesecke, & Chen, 2019;Lovari & Parisi, 2015) have also been used.…”

Section: Organizational Listening On Social Mediamentioning

confidence: 99%

Generation Z and Organizational Listening on Social Media

Reinikainen

Kari

Luoma‐aho

2020

MaC

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Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging political institutions and governments, young people today are also holding the corporate world accountable. To respond to young people’s expectations, brands, and organizations have turned to social media to interact and build relationships with them. However, critics have lamented that these attempts often fail and that young people’s trust in institutions, brands, and organizations continues to decline. This article asks how young people perceive organizational listening on social media and whether their perceptions are related to their trust in the information shared by brands and other organizations on social media. Data for the study were gathered through an online survey in Finland and the UK. The respondents (N = 1,534), aged 15–24, represent the age cohort known as Generation Z. The results show that organizational listening is connected to higher levels of perceived benefits from social media as well as higher levels of trust in the information that brands, public authorities, and non-governmental organizations share on social media. The results highlight the role of competent listening on social media, bolstering the previous literature connecting both organizational listening and trust with higher levels of participation and engagement online.

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Not all words are beneficial: The impact of management response contents on customer engagement behavior

Zhang

Yang

et al. 2021

International Journal of Hospitality Management

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Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms

Cited by 32 publications

References 27 publications

Mapping methods of research on consumer engagement with brands on social media: A literature review

Mapping methods of research on consumer engagement with brands on social media: A literature review

Generation Z and Organizational Listening on Social Media

Not all words are beneficial: The impact of management response contents on customer engagement behavior

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