Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

Melancon, Joanna Phillips; Dalakas, Vassilis

doi:10.1016/j.bushor.2017.09.015

Cited by 41 publications

(31 citation statements)

References 14 publications

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“…Accordingly, companies need to identify approaches and tools to manage their relationship with customers by considering that in such virtual environments, their interactions contribute to nurture forms of collective intelligence and participated processes of value co-creation (Faase et al , 2011; Irani et al , 2017). The adoption of qualitative methods for a deeper understanding of customers’ behaviors and profiles preserves its actuality also in this time as it assures, if opportunely addressed and contextualized, to capture and examine critical features and emerge dynamics into the relationship between companies and customers (Melancon and Dalakas, 2018).…”

Section: Literature Backgroundmentioning

confidence: 99%

Detecting customers knowledge from social media big data: toward an integrated methodological framework based on netnography and business analytics

Vecchio

Mele

Passiante

et al. 2020

JKM

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Purpose This paper aims to demonstrate how the integration of netnography and business analytics can support companies in the process of value creation from social big data by leveraging on customer relationship management and customer knowledge management (CKM). Design/methodology/approach This paper adopts the methodology of a single case study by using desk analysis, netnography and business analytics. The context of analysis has been identified into the case of Aurora Company, a well-known producer of fountain pens. Findings The case demonstrates how the integration of big data analytics and netnography is relevant for the development of a customer relationship management strategy. The results obtained have been categorized according to the three main categories of customer knowledge, such as knowledge for, from and about customer. Research limitations/implications This paper presents implications for the advancement of the theory on CKM by demonstrating, as the acquisition, storage and management of data generated by customers on social media require the adoption of a cross-disciplinary approach resulting from the integration of qualitative and quantitative approaches. The framework is structured as methodological tool to detect knowledge in virtual community. Practical implications Practical implications arise for managers and entrepreneurs in terms of value creation from knowledge assets generated on social big data through the management of the customers’ relationship and data-driven innovation patterns. Originality/value This paper offers an original contribution of integration of well-established research streams. The focus on the knowledge under the perspectives of information assets for, from and about customers in the debate on value creation and management of big data is an element of value offered by this study in addition to the comprehension of strategies of social customer relationship management as actual initiative embraced by a company in the leveraging of innovation and tradition.

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Section: Literature Backgroundmentioning

confidence: 99%

Detecting customers knowledge from social media big data: toward an integrated methodological framework based on netnography and business analytics

Vecchio

Mele

Passiante

et al. 2020

JKM

View full text Add to dashboard Cite

show abstract

“…Due to the trending topic of social media marketing, the Marketing Science Institute has set different priority areas that cover exploring the consumer behavior with respect to social media marketing (MSI, 2014). Almost 96% of the companies are engaged in social media marketing (Melancon & Dalakas, 2018). However, the research about the effectiveness of social media marketing strategies in terms of affecting consumers' attitudes and behavioral intentions is still debatable and at an embryonic stage (Irshad, 2018;Zhang & Mao, 2016).…”

Section: Introductionmentioning

confidence: 99%

Investigating the Determinants of Consumers’ Attitude towards Social Media Marketing: Moderating Role of Gender

Irshad

Ahmad

2019

ONLINE J COMMUN MEDI

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Social media marketing is a trending topic in marketing research. However the research on its effectiveness is still at embryonic stage. Marketers are faced with challenging issues of identifying consumers' motivations that affect subsequent trust on social media retailers and attitudes of consumers with respect to social media marketing. The aim of the present research is to address these gaps and identify the impact of consumers' socialization motivation on consumers' attitude towards social media marketing and trust on social media retailers. In addition to this, the study identifies the moderating role of gender in affecting the relationship between socialization motivation, trust and attitude towards social media marketing. Data were collected from three cities of Pakistan. Structural equation modelling through AMOS was used to test the hypotheses. The results revealed that socialization motivation has a positive impact on consumer' trust on social media retailers. Moreover, socialization motivation has a positive impact on consumers' attitude towards social media marketing. Trust on social media retailers has a significant positive impact on consumers' attitude towards social media marketing. Gender was found as an important moderating variable in affecting the path estimates among different variables of the research model. The study has important theoretical and managerial implications and concludes with few limitations and future research directions.

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“…Many researchers have analysed consumer age as a variable of shopping patterns or as a variable of social media activity (Khaksar et al, 2017;Matarazzo et al, 2018;Melancon and Dalakas, 2018). Brand value research is often carried out in terms of gender.…”

Section: Or Inmentioning

confidence: 99%

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Rzemieniak¹,

Wyrwisz²,

Toborek³

2021

ERSJ

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Purpose: The subject of this article is the identification and evaluation of communicated values and values actually declared by consumers' gender and age.Design/Methodology/Approach: The article presents a research approach based on a literature query and empirical research. Beginning by presenting the essence of both material and non-material values in marketing, the focus is on the values pyramid communicated by brands. The empirical research was conducted by the method of a diagnostic survey using a questionnaire on a representative sample of 1000 respondents. The principal research was preceded by a pilot survey. The research results were statistically processed using the Chi-square test of independence, the Mann-Whitney U test, the Kruskal-Wallis test, post-hoc Dunn test with Benjamini-Hochberg correction. Findings: The research analysis indicates differences in the assessment of declared and expected values towards cosmetic product brands between women and men, in particular concerning functional and life-changing values. The assessment of the declared and expected values also changes depending on age. Substantially different assessment is shown by the group of the youngest respondents. A particular difference is noticeable concerning the aesthetic value, the brand prestige and the heritage, tradition, as well as brand history.Practical Implications: To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursuing processes that focus on capturing the existing customer and competitor trends in the market. Originality/Value: This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to verify the actual expected values towards brands. Enterprises should also verify the consistency of the values declared by brands with those actually expected by consumers.

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Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

Cited by 41 publications

References 14 publications

Detecting customers knowledge from social media big data: toward an integrated methodological framework based on netnography and business analytics

Detecting customers knowledge from social media big data: toward an integrated methodological framework based on netnography and business analytics

Investigating the Determinants of Consumers’ Attitude towards Social Media Marketing: Moderating Role of Gender

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

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