Evaluating the impact of social media activities on human brand sales

Do different kinds of user-generated content in online brand communities really work?

“…Previous research proposes that this medium level of vividness and richness content has a positive impact on the reaction of users to this content (Jeon et al, 2016) and attracts more people (Xu et al, 2009). As it has been demonstrated that attractiveness is a good predictor of purchase intention (Saboo et al, 2015), UGCs characterised by a medium-high level of vividness and richness (i.e., videos and guides developed by users) are herein also considered to exert a positive influence on product success. Thus, the following research hypotheses are proposed:…”

Drivers and outcomes of political candidate image creation: The role of social media marketing

“…Human brands are commonly referred to as any “persona that is subject to marketing communication efforts” (Saboo et al, , p. 525). Drawing on social identity theory, Saboo et al () suggest that the widespread and growing presence of social media have strengthened the creation of human brands. Due to the increased level of interaction on social media platforms, consumer attachments and relationship building among users and brands are peaking (Moulard et al, ).…”

“…Saboo et al's (, p. 525) study on the effect of social media on human brands shows that positive WOM on social media positively affects brand sales, customer loyalty, and further brand advocacy. Social WOM is also considered amongst the most influential elements on building and maintaining a stronger relationship between the brand and the consumer (Mooradian & Swan, ).…”

“…2 | THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT Newman and Sheth (1985, p. 180) describe candidate image as "observable personality traits" that are associated with the candidate. Whilst the literature does not provide an exact description of the components that constitute CI, studies on human brands can be taken as a reference point as many include politicians and electoral candidates (Saboo, Kumar, & Ramani, 2016).…”

The impact of death on consumer responses to celebrity endorser misbehavior

“…Belk, Wallendorf, and Sherry (1989) showed that spiritual meanings are acquired by a person after death. While celebrities are often already considered sacred in their lifetime (Saboo, Kumar, & Ramani, 2015), the sacredness they gain after death may lead to cult worship (Radford & Bloch, 2013;Sherlock, 2013). In addition, learning about the death of a celebrity may engender high emotional reactions, such as sadness, which should increase sympathy toward the celebrity (Brown et al, 2003).…”