Brand Performances in Social Media

Singh, Sangeeta; Sonnenburg, Stephan

doi:10.1016/j.intmar.2012.04.001

Cited by 300 publications

(179 citation statements)

References 25 publications

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“…Moreover, the emergence of social media has changed the consumers' role in storytelling from that of a passive listener to a more active participant (Singh and Sonnenburg, 2012).…”

Section: Brands and Social Mediamentioning

confidence: 99%

Brand strategies in social media in hospitality and tourism

Moro

Rita

2018

IJCHM

131

100

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Purpose This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising. Practical implications The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media. Originality/value The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.

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“…Moreover, the emergence of social media has changed the consumers' role in storytelling from that of a passive listener to a more active participant (Singh and Sonnenburg, 2012).…”

Section: Brands and Social Mediamentioning

confidence: 99%

Brand strategies in social media in hospitality and tourism

Moro

Rita

2018

IJCHM

131

100

View full text Add to dashboard Cite

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“…Venkatesh et al (2007) provide a summary of the research undertaken in the technology adoption field and encourage further research to leverage existing knowledge. We argue that social media is different from other technologies whose adoption by B2B organizations has already been examined by TAM, such as sales force automation systems (Jones, Sundaram, & Chin, 2002), mobile information technology (Lee & Park, 2008) and CRM software (Avlonits & Panagopoulos, 2005) because a) social media do not demand such a significant initial investment as in the case of other technologies, b) social media platforms are neither owned by companies nor are they within companies' control (Christodoulides, 2009), and c) social media content is usually jointly generated by organizations and external stakeholders such as prospective and existing customers (Singh & Sonnenburg, 2012).…”

Section: The Technology Acceptance Model (Tam)mentioning

confidence: 99%

Determinants of social media adoption by B2B organizations

Siamagka

Christodoulides

Michaelidou

et al. 2015

Industrial Marketing Management

288

227

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This study contributes to the current dearth of knowledge on the potential of social media as a marketing tool in industrial settings, by focusing on factors that determine social media adoption by B2B organizations. A conceptual model, which draws on the technology acceptance model and resource-based theory, is developed and tested using quantitative data from B2B organizations in the UK. Findings suggest that perceived usefulness of social media within B2B organizational contexts is determined by image, perceived ease of use and perceived barriers. Additionally, the results show that adoption of social media is significantly affected by organizational innovativeness and perceived usefulness. The moderating role of organizational innovativeness is also tested but no support is found. The findings of the study are further validated via nine qualitative interviews with B2B senior managers, yielding additional interesting and in-depth insights into the drivers of social media adoption by B2B organizations.

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“…a brand)." The rationale underlying this observed shift is a growing scholarly recognition of contemporary consumers' active, rather than passive, roles and behaviors in specific brand-based processes (Pagani, Hofacker and Goldsmith 2011;Singh and Sonnenburg 2012;Prahalad 2004;Hoffman and Novak 1996;Ramani and Kumar 2008). However, despite preliminary claims, insights into consumers' 'engagement'-related dynamics remain sparse and largely lacking measurement capability and empirical validation to date.…”

Section: Introductionmentioning

confidence: 99%

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,223

2,291

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In the last three decades an influential research stream has emerged, which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the 'consumer brand engagement' (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including 'involvement.' However, despite the growing scholarly interest regarding the undertaking of marketing research addressing 'engagement,' studies have been predominantly exploratory in nature; thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap.Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand 'involvement' acts as a CBE antecedent, consumer 'self-brand connection' and 'brand usage intent' represent key CBE consequences; thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.Keywords: Consumer brand engagement, social media, scale development, structural equation modeling 2 IntroductionIn the last three decades a powerful research stream has emerged, which highlights the nature and dynamics pertaining to specific consumer/brand relationships (Fournier 1998;Aaker, Fournier and Brasel 2004). Within this emerging body of work, consumer brand 'involvement,' which reflects a consumer's level of interest in, and personal relevance of a brand, has gained significant attention (Zaichkowsky 1985(Zaichkowsky , 1994Coulter et al. 2003). However, despite the important insights gleaned from 'involvement' research, more recently scholarly emphasis is shifting to concepts and theoretical perspectives, which explain or predict the dynamics characterizing focal interactive consumer/brand relationships more explicitly, including in specific social media settings Third, we offer a more parsimonious 10-item measurement tool comprising three CBE dimensions, relative to Calder et al.'s proposed eight-dimensional view of OE comprising 37 items.

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Brand Performances in Social Media

Cited by 300 publications

References 25 publications

Brand strategies in social media in hospitality and tourism

Brand strategies in social media in hospitality and tourism

Determinants of social media adoption by B2B organizations

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

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