Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model

Pham, Phuoc; Gammoh, Bashar S.

doi:10.1504/ijima.2015.072885

Cited by 65 publications

(42 citation statements)

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“…When making decisions about social media implementation and developing strategies, firms should choose platforms that match their target audience, develop strategies across platforms that are aligned, assign governance responsibility within the firm, ensure that activity across all media is integrated and accessible and develop policies to manage risk (Culnan et al, 2010;Kaplan and Haenlein (2010). The variety of social media platforms used, the diversity of social media marketing activities, the intensity or frequency of activities and connectivity or integration of activities influence consumer perceptions of brand equity (Pham and Gammoh, 2015).…”

Section: Social Media Marketingmentioning

confidence: 99%

Social media marketing management: an application to small restaurants in the US

Lepkowska‐White

Parsons

Berg

2019

IJCTHR

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Purpose This study aims to use a social media management framework and strategic orientation framework to explore how small restaurants manage social media. Design/methodology/approach The authors content-analyzed social media activity and interviews with 14 managers of social media in small independent restaurants in the northeast region of the USA that employed fewer than 20 employees. Findings The results of the study show that most small restaurants can be classified as anarchic, hierarchical and conservative defenders, and that they mainly focus on promotional activities on social media. The majority use social media also to drive traffic to a restaurant and, thus, act as calculative pragmatists. Very few use social media strategically or creatively in any of the social media management stages, and very few monitor or use social media information to improve their operations. Research limitations/implications This study shows that the adopted theoretical framework in this study for social media management helps analyze social media operations in small restaurants, points to the strategic orientations applied in small restaurants, shows the intricacies of each stage and helps show what small restaurants do well and how they can improve. Future research may use larger samples, investigate frameworks particularly relevant to small restaurants, such as the resource-based view (RBV) framework, and may focus on creative and diverse strategic approaches toward social media management for small establishments. Practical implications As customers continue shifting to social media and review sites, more restaurants may want to invest in developing more creative approaches toward social media and do it in more structured, integrated and continuous ways. The study describes a process they may want to follow and specific tactics that could be implemented to use social media more strategically in all stages of social media management. Social implications Not only are small business establishments the backbone of the restaurant industry, but they also appeal to customers more than large chains. This study shows how these small businesses can utilize social media to attract more customers, engage them, learn about them and their competitive environment to market and improve their operations. Originality/value The authors focus on the supplier side of social media for restaurants, a perspective lacking in the literature, and specifically small restaurants that receive less attention in prior research. Few studies exist that explore how social media is incorporated in all stages of social media management. The study points to the unique challenges that small restaurants experience in the process of using social media for marketing, monitoring and using social media to improve their operations. The study uses a relatively large sample of qualitative interviews conducted with managers of small restaurants and a content analysis of their actual social media activity.

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Section: Social Media Marketingmentioning

confidence: 99%

Social media marketing management: an application to small restaurants in the US

Lepkowska‐White

Parsons

Berg

2019

IJCTHR

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“…Kotler et al (2009) have opined that interactivity, customization, personalization, timely information, traceability and accountability are the major attributes of interactive marketing. Similarly, these attributes are akin to the attributes of social media marketing activities (Alhadid & Abu-RAhman, 2014;Godey et al, 2016;Kim & Ko, 2012;Pham & Gammoh, 2015;. Few past studies have managed to establish relationship between interactive marketing and CBBE dimensions (Keller, 2010;Shankar & Balasubramanian, 2009).…”

Section: Relationship Between Social Media Interactive Marketing and mentioning

confidence: 99%

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

Adetunji

Rashid

Ishak

2018

JKMJC

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Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communication has significant impact on Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the relationships of several types of marketing communications anchored by different social media platforms for brand equity. As such, the objective of this study is to examine the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing); and the CBBE of automotive brands in Malaysia. Subsequently, 800 samples were selected through cluster samplings from five cities in five geographical regions across Malaysia. Survey questionnaires were administered to users of four types of automotive brands, namely; PROTON, PERODUA, TOYOTA and HONDA. The data collected was analyzed using descriptive statistics, correlation and multiple regressions in SPSS 22. The findings revealed that, the selected automotive brands have notable presence on Facebook, YouTube, Instagram and Twitter. Furthermore, it was found that, social media advertising, social media promotions and social media word-of-mouth have positive relationships with the CBBE of automotive brands. However, social media interactive marketing has an insignificant role in the CBBE. The theoretical and practical implications of the findings are discussed in this paper.

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“…The total number of active users of Facebook is 50 percent of internet users (Internet World Stats, 2018), that poses a huge customer base for the companies to improve their sales. Apparently for that companies are now linked themselves to different social media sites for building and maintaining better relationships with the customer through better communication and have created a new dimension for companies to connect with their targeted customers more distinctively (Assaad & Marx Gómez, 2011;Sashi, 2012;Pham & Gammoh, 2015). On the ground of the huge acceptance of social media a new form of e-commerce has cemented that is known as social commerce (Huang & Benyoucef, 2013;Wang & Zhang, 2012) and one of the major components of social commerce is Social Media Marketing.…”

Section: Introductionmentioning

confidence: 99%

Antecedents of and Their Impact on Purchase Intention of Customers Purchasing through Social Media: An Empirical Research on Facebook in Bangladesh

Nandi

Rakiv

2020

TIJAB

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This research paper aims to clarify the relationship between the influential factors and their impact on the intention of the customers to make a purchase from social media particularly Facebook in Bangladesh.From the literature review, a conceptual model has been established, which is followed by the multiple regression model.The collected data are analyzed using multiple regression analysis. Among the four independent variables three factors namely trust, perceived value and brand loyalty are founded to be influential at the 0.05 significance level and the remaining variable perceived risk has some impact on the purchase intention of the customers using social media but it is not as much influence as other three factors at this significance level.Although there are some researchers conducted to measure the impact of social media marketing, there is a rare study in the context of emerging economies like Bangladesh that tries to investigate the influential factors which ultimately drive customers to make purchases from Facebook pages in Bangladesh.This research proves to be helpful for retailers who are doing their marketing using social platforms in Bangladesh. As most of the people in Bangladesh are using Facebook, this study helps the retailers to understand which factors ultimately drive customers to make a purchase from the Facebook pages in Bangladesh.

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Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model

Cited by 65 publications

References 0 publications

Social media marketing management: an application to small restaurants in the US

Social media marketing management: an application to small restaurants in the US

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

Antecedents of and Their Impact on Purchase Intention of Customers Purchasing through Social Media: An Empirical Research on Facebook in Bangladesh

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