Entifying your brand among Twitter-using millennials

Sashittal, Hemant C.; Hodis, Monica; Sriramachandramurthy, Rajendran

doi:10.1016/j.bushor.2015.01.010

Cited by 24 publications

(23 citation statements)

References 9 publications

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“…This might be explained by a number of reasons. Firstly, could be an excess of posts (Sashittal et al, 2015) or what is even worst, an overload of non-valuable posts. Secondly, considering the source of the retweet, the researcher can differentiate between own branded content and third party content.…”

Section: Discussionmentioning

confidence: 99%

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2018

Esic Market

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This paper investigates spreading behavior of branded content, within an online brand community. A total of 41.392 pieces of content were gathered to analyze the activity of 45 Twitter brands, in the Spanish food industry, during one-year period. The study uses an Exploratory Factor Analysis (EFA) to reveal the structure of that spreading behavior, addressing two key constructs: propagation and sharing. In addition, multiple regression analysis is conducted to identity the influence of the independent variables controlled by the company, which predict that spreading action on the proposed structural model. Findings indicate the significant effect of variables such as: mentions made by the brand, posting time or volume of tweets, in predicting audience spreading behavior. Controversially, results suggest that brand use of the retweet function generates a negative influence on audience response. The research also innovates exploring the impact of sentiment expressions used by the brand on audience spreading behavior. 文章摘要本专题研究于在线群体中品牌资讯的传播行为。我们在一年内收集了一共 41，392项资讯内容，来分析于西班牙食品产业45个品牌在Twitter的活动。研究利用探索性因子分析法(EFA)来显示在品牌传播行为中的潜在因素结构，发现有两个构成部分：传送与分享。此外，我们更进行了多元回归分析，确认企业所操控的自变量的影响，这些自变量可以在所提出的结构模型里预测其资讯传播。研究结果指出以上提及被用到的变量：品牌、发布资讯的时间及tweets的量，对预测在拥护者中的传播行为都有着重要的影响。同时，研究结果指出，拥护者对品牌使用retweet功能有着负面的回响。为了进一步研究本专题，我们更分析了品牌所使用的情感表达对上述传播行为的影响。关键词: 西班牙产业、社交媒体、Twitter、品牌拥护者、在线群体。 JEL 分类号: M21、M15、M31。探讨在Twitter中品牌活动的变量如何影响其资讯在拥护者之间的传播行为

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Section: Discussionmentioning

confidence: 99%

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2018

Esic Market

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“…245). Making daily use of technology and digital and social media (Raines, 2002;Tanner, 2010;Bolton et al, 2013;Sashittal et al, 2015), the millennials are shaped by the era of the Internet through mass marketing and pop culture (Raines, 2002), the 9/11 trauma, globalization and environmentalism (Tanner, 2010). For this reason, millennials are also claimed to be the "Internet generation", the "digital generation", "digital natives", "digital immigrants", the "dot.com generation" and the "Nintendo generation".…”

Section: Research Environmentmentioning

confidence: 99%

“…In addition, the construct of brand authenticity has an objective dimension that is strongly linked to the heritage of the company and related to the preservation of the brand's historical identity over time (Postrel, 2003;Grayson and Martinec, 2004;Chhabra, 2005;Leigh et al, 2006;Fionda and Moore, 2009;Balmer, 2011;Wiedmann et al, 2011;Napoli et al, 2014). This time-related dimension of brand authenticity could be challenged by the millennials' quest for innovativeness, triggered by their daily use of technology and social media (Raines, 2002;Tanner, 2010;Sashittal et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

Towards a new understanding of brand authenticity: seeing through the lens of millennials

Pattuglia¹,

Mingione²

2018

Sinergie Italian Journal of Management

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Purpose of the paper:The purpose of this study is to explore millennials' perceptions of brand authenticity in relation to their experience with well-established brands.Methodology: This study pursues a mixed approach, applying survey and focus groups as research methods. The quantitative study used cluster analysis to verify the differences and homogeneity of millennials' brand authenticity perceptions of wellestablished Italian brands (Vespa, Peroni and Cinecittà Studios). Then, it goes on to explain and explore the quantitative findings, focus groups revealed how and why millennials judged these brands to be (in)authentic.Findings: Four clusters of millennials (i.e., the Engaged, the Cheated, the Believer, and the Skeptics) emerged, each ascribing a specific hierarchy to brand authenticity attributes. In contrast, qualitative results show a transversal construct that unify millennials' quest for authenticity, namely coherence (i.e., coherency over time, coherency between brand promise and its delivery, and coherency between the brand identity and the consumers' identity).Research limits: This study only considers millennials and well-established brands. Therefore, the specific sample of respondents and brands might limit the generalizability of findings.Practical implications: Managers should invest on millennials, paying careful attention to the misalignment of brand values over time and to gaps between brand promise and its delivery. In fact, being the "Digital generation" millennials have a tremendous power in legitimating or de-legitimating the authenticity of brands, especially through e-WOM.Originality of the paper: This study suggests a shift from a historically-based approach to a more holistic one that takes into account the multifaceted nature of brand authenticity related to its quest for coherency.

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“…One focuses on sentiment, while the other emphasizes on trend. Most of the articles in the 1 st stream analyze sentiment on brands [46, 61, 62] and events[63]. These studies result in some interesting conclusions.…”

Section: Recent Research Themesmentioning

confidence: 99%

Recent Themes in Social Networking Service Research

Liu

2017

PLoS ONE

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The body of literature addressing the phenomenon related to social networking services (SNSs) has grown rather fast recently. Through a systematic and quantitative approach, this study identifies the recent SNS research themes, which are the issues discussed by a coherent and growing subset of this literature. A set of academic articles retrieved from the Web of Science database is used as the basis for uncovering the recent themes. We begin the analysis by constructing a citation network which is further separated into groups after applying a widely used clustering method. The resulting clusters all consist of articles coherent in citation relationships. This study suggests eight fast growing recent themes. They span widely encompassing politics, romantic relationships, public relations, journalism, and health. Among them, four focus their issues largely on Twitter, three on Facebook, and one generally on both. While discussions on traditional issues in SNSs such as personality, motivations, self-disclosure, narcissism, etc. continue to lead the pack, the proliferation of the highlighted recent themes in the near future is very likely to happen.

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Entifying your brand among Twitter-using millennials

Cited by 24 publications

References 9 publications

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Towards a new understanding of brand authenticity: seeing through the lens of millennials

Recent Themes in Social Networking Service Research

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