Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness and brand attitude

Souto, Daniela; Rita, Paulo; Salgueiro, Maria

doi:10.1080/13527266.2015.1036100

Cited by 109 publications

(95 citation statements)

References 74 publications

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“…Nevertheless, a distinct branding perspective is brand building, which has been widely studied, with a particular emphasis on the specific case of assessing the impact of social media (e.g., Langaro et al, 2015;Moro et al, 2016). Such remark implies that this branding perspective is also considered on the present study to assess the drivers for including social media in brand strategies.…”

Section: Brand Strategiesmentioning

confidence: 99%

Brand strategies in social media in hospitality and tourism

Moro

Rita

2018

IJCHM

Self Cite

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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Section: Brand Strategiesmentioning

confidence: 99%

Brand strategies in social media in hospitality and tourism

Moro

Rita

2018

IJCHM

Self Cite

131

100

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“…This increased frequency and scope of consumer-brand contacts are expected to affect brand awareness (Buil, Chernatony, & Martinez, 2013;Graham & Havlena, 2007;Macdonald & Sharp, 2000;Niederhoffer, Mooth, Wiesenfeld, & Gordon, 2007). Previous studies on Facebook BP have supported these effects (Bruhn et al, 2012;Langaro, Rita, & Salgueiro, 2015;Schivinski & Dabrowski, 2015;Schivinski, Christodoulides, & Dabrowski, 2016).…”

Section: Users' Participation In Facebook Brand Pages Brand Knowledgmentioning

confidence: 94%

“…The items were generated based on findings from a qualitative research (Muntinga et al, 2011) and read as follows: 'Read brand posts', 'Read others' comments to brand posts' and 'Access video and music links that are posted'. The brand attitude was measured with items aimed at capturing the users' evaluations towards the brand (as in Table 1) (Langaro et al, 2015). The items aimed at measuring brand awareness were extracted from Langaro et al (2015), conciliating measures that captured brand recall and recognisability (see Table 1 for the complete wording of all the items).…”

Section: Measurement Scalesmentioning

confidence: 99%

“…The brand attitude was measured with items aimed at capturing the users' evaluations towards the brand (as in Table 1) (Langaro et al, 2015). The items aimed at measuring brand awareness were extracted from Langaro et al (2015), conciliating measures that captured brand recall and recognisability (see Table 1 for the complete wording of all the items). Brand trust was measured using five items, capturing brand benevolence and credibility.…”

Section: Measurement Scalesmentioning

confidence: 99%

See 1 more Smart Citation

Users’ Participation in Facebook Brand Pages and Its Influence on Word-of-Mouth: The Role of Brand Knowledge and Brand Relationship

Langaro

Salgueiro

Rita

et al. 2019

Journal of Creative Communications

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Due to developments in social media, brands have integrated social networking sites (SNSs) as an important part of their communication mix. This change calls for studies that help to understand the role of SNS in the communication mix through further investigating their effects on brands and acknowledging their influencing triggers. Concerning that, previous studies have associated the use of SNS to effects on word-of-mouth (WoM), with SNS contributing as a tool skilled for generating conversations about the brand. The current study focusses on investigating the triggers of these effects. In previous research, WoM was accepted as being triggered by constructs related to the effects of SNS on increasing users' knowledge of the brand and improving perceived relationship value. Despite their relevance, studies in SNS so far have not yet explored these approaches in an integrative manner. So researchers and managers could better understand how these dimensions behave in relation to each other in triggering WoM. The current study addresses this research gap, proposing an integrative perspective that combines brand knowledge and brand relationship constructs while investigating the effects of SNS on WoM. Direct and indirect effects are proposed with mediating relations being supported by the theory of reasoned action (TRA) and social exchange theory (SET). Two surveys were implemented, with 203 and 550 valid responses obtained. Results were analyzed using structural equation modelling. Findings support the relevance of brand relationship variables (trust and affective commitment) in influencing WoM, with trust assuming a pivotal role. Moreover, triggers related to brand knowledge also influence WoM, with brand awareness and attitude driving significant effects. Managerial and theoretical implications are discussed.

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“…Relationship between Social Media Word-of-Mouth and CBBE Arguably, determining the role of consumers is the underlying motivations of most previous studies that have focused on how social media is affecting brand equity development (Langaro et al, 2015). Most of these studies have taken different approaches to analyze the role of users of social media in building strong brand equity.…”

Section: H3: Social Media Interactive Marketing Has a Positive Relatimentioning

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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Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness and brand attitude

Cited by 109 publications

References 74 publications

Brand strategies in social media in hospitality and tourism

Brand strategies in social media in hospitality and tourism

Users’ Participation in Facebook Brand Pages and Its Influence on Word-of-Mouth: The Role of Brand Knowledge and Brand Relationship

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

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