Engaging customers through online participation in social networking sites

Kujur, Fedric; Singh, Saumya

doi:10.1016/j.apmrv.2016.10.006

Cited by 86 publications

(95 citation statements)

References 68 publications

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“…A study by Muntinga et al [90] disclosed that these three factors of visual contents are the important drivers of the engagement in social media and online brand-related activities in the form of consumption, contribution, and creation. Various researchers put stress on information seeking, entertainment, incentive including social interactions as the main motivators for using SNS and active participation with brand-related activities [24], [63], [67], [72], [75], [128], [111]. Thus, the present study can be considered as one of the opening attempts to analyze the influence of visual contents on engaging consumers in online brand-related activities in the form of consumption, contribution, and creation.…”

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confidence: 99%

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Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization's key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.

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confidence: 99%

“…In order to explain this theoretical model, Uses and Gratifications theory (UGT) has been applied to support the present study. The UGT has already been adopted by few researchers to study the behavioral response of the customers in relation to consumer engagement in social media context [23], [24], [33], [72].…”

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confidence: 99%

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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“…The interest in brands on the internet had its start in the 1990s, when people started to use websites such as Yahoo and AOL to share their opinions about products (Kozinets, 2001). The internet has created and developed a new dimension of consumer involvement with brands in SM, becoming one of the most popular online activity among consumers worldwide (Li & Bernoff, 2011;Kujur & Singh, 2015), as social networking websites such as Facebook, Twitter, Instagram, and YouTube (platforms that allow people to share and create content about anything) have become increasingly central in consumers' lives, influencing thus their communication and buying habits (Schivinski, Christodoulides & Dabrowski, 2016). Therefore, according to Kim and Ko (2010) and Kujur and Singh (2015), social media can have dramatic impact on a brand's reputation, as the main purpose of social media in the business context is to raise the level of involvement, interaction, and intimacy with the brand over time.…”

Section: Consumer Brand Engagement On Social Mediamentioning

confidence: 99%

“…By 1999, the first blogging websites started to boom and it is in use until today; during the early 2000s, socials like Myspace, LinkedIn, Flickr, YouTube, Facebook and Twitter were created, leading to the current online environment. As a result of people's interaction in these platforms, SM became one of the most popular online activity among consumers worldwide (Li & Bernoff, 2011;Kujur & Singh, 2015) and are considered by some scholars as another dimension inside the marketing mix of a company (Cvijikj & Michahelles, 2013).…”

Section: Introductionmentioning

confidence: 99%

“…In spite of several studies covering the relationship between brand engagement and SM (Kim & Ko 2010;Kujur & Singh, 2015, Schivinski, Christodoulides & Dabrowski, 2016 little is known about how millennials engage with luxury brands specially in a cross-cultural context. This study, aims to understand how culture can influence the millennials consumer engagement on social media, targeting luxury brands in two Latin countries with high engagement with luxury: Brazil and Italy.…”

Section: Introductionmentioning

confidence: 99%

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The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians

Yamawaki

Sarfati

2019

Internext

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Over the last decades, social media has become one of the most popular online activity among consumers worldwide, leading companies to adapt and evolve their strategies in other to engage the consumer through new medias. Considering the online environment, the social media has a key participation when building consumer brand engagement. Consumers can develop three roles in this situation: consumer, contributor or creator of content. This empirical study aims to understand and compare the consumer brand engagement of millennials in luxury brands on social media between Brazil and Italy. The luxury brands chosen are Louis Vuitton, Chanel, and Prada and the social medias are Facebook, Twitter, YouTube and Instagram. The study used a quantitative research design, with a questionnaire survey based on COBRA framework and Hofstede's model. We collected 438 valid answers. The results suggest a relationship between culture and consumer brand engagement on luxury brands through social media among millennials from Brazil and Italy.

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The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

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Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer‐firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.

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Engaging customers through online participation in social networking sites

Cited by 86 publications

References 68 publications

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians

The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

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Engaging customers through online participation in social networking sites

Cited by 86 publications

References 68 publications

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians

The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

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Product

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Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective