Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing

Liu, Xia; Shin, Hyunju; Burns, Alvin C.

doi:10.1016/j.jbusres.2019.04.042

Cited by 314 publications

(277 citation statements)

References 59 publications

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“…Currently, BDA is being used for marketing campaigns oriented toward increasing customer engagement (Liu, Shin, & Burns, 2019). The literature review shows an increasing number of publications on the use of Big Data techniques aimed at creating relational marketing benefits.…”

Section: Theoretical Background and Hypotheses Of The Proposed Model Big Data Analytics And Marketingmentioning

confidence: 99%

Factors Affecting the Adoption of Big Data Analytics in Companies

Cabrera-Sánchez

Ramos

2019

Rev. adm. empres.

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With the total quantity of data doubling every two years, the low price of computing and data storage, make Big Data analytics (BDA) adoption desirable for companies, as a tool to get competitive advantage. Given the availability of free software, why have some companies failed to adopt these techniques? To answer this question, we extend the unified theory of technology adoption and use of technology model (UTAUT) adapted for the BDA context, adding two variables: resistance to use and perceived risk. We used the level of implementation of these techniques to divide companies into users and non-users of BDA. The structural models were evaluated by partial least squares (PLS). The results show the importance of good infrastructure exceeds the difficulties companies face in implementing it. While companies planning to use Big Data expect strong results, current users are more skeptical about its performance.

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Section: Theoretical Background and Hypotheses Of The Proposed Model Big Data Analytics And Marketingmentioning

confidence: 99%

Factors Affecting the Adoption of Big Data Analytics in Companies

Cabrera-Sánchez

Ramos

2019

Rev. adm. empres.

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“…Antecedents. Researchers explore the factors driving customer community engagement from different perspectives (Le, 2018;Liu et al, 2019;Ray et al, 2014;Vohra & Bhardwaj, 2019;Wirtz et al, 2013). These factors include social, cognitive, psychological, entertainment, and brand relationships, Wirtz et al (2013) explore the drivers of online brand community engagement from brand, social, and functional factors.…”

Section: Antecedents and Consequences Of Customer Community Engagementmentioning

confidence: 99%

“…Vohra and Bhardwaj's ( 2019) study provides empirical evidence in terms of identifying both trust and commitment as antecedents to the construct of customer engagement, in the context of social media for emerging markets. Focusing on the entertainment, interaction, and trendiness dimension of luxury brand's social media marketing efforts can significantly increase customer engagement (Liu et al, 2019). Knowledge of self-efficacy, self-identity verification, and community identification positively influence online brand community engagements (Ray, 2014); Le (2018) suggested that posts contain informational and social contents, which have a positive impact on the online engagement of forum/Facebook users.…”

Section: Antecedents and Consequences Of Customer Community Engagementmentioning

confidence: 99%

Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

Pan

2020

IJIKM

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Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.

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“…The comprehensive development of e-commerce and the expansion of establishing electronic markets for online shopping like Amazon, eBay, Walmart, Best Buy, Wish, etc., have created a competitive environment between companies to attract the highest number of customers. Enterprises seek to measure several factors like customer satisfaction, loyalty, and the success of marketing strategies by analyzing customer reviews through electronic platforms such as websites and social media [133][134][135][136]. But the analysis process must involve excluding fake reviews and negative comments released by competitors [137].…”

Section: Marketing and E-commercementioning

confidence: 99%

Big Data: Analytical Solutions, Research Challenges and Trends

Ali¹,

Novikov²

2020

Proceedings of ISP RAS

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The term Big Data refers to an extensive collections of digital data generating every second. Produced datasets come in structured, semi-structured, and unstructured formats throughout the world, which is difficult for the traditional database management systems to analyze. Recently, big data analytics emerges as an essential research area due to the popularity of the Internet and the advent of new Web technologies. This growing area of research represents a multidisciplinary that attracts researchers from various research fields. Interested researchers are invited to design, develop, and implement several tools, technologies, architecture, and platforms for analyzing these large volumes of data. This paper begins with a brief introduction to big data and related concepts, including the main characteristics of big data, followed by discussions of the most significant open research challenges and emerging trends. Next, we review a study of big data analytics, the advantages of using big data solutions, and the preliminary assessments required before migrating from traditional solutions. Finally, we present a review of the recent main applications to obtain a broad perspective of big data analytics.

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Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing

Cited by 314 publications

References 59 publications

Factors Affecting the Adoption of Big Data Analytics in Companies

Factors Affecting the Adoption of Big Data Analytics in Companies

Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

Big Data: Analytical Solutions, Research Challenges and Trends

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Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing

Cited by 314 publications

References 59 publications

Factors Affecting the Adoption of Big Data Analytics in Companies

Factors Affecting the Adoption of Big Data Analytics in Companies

Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

Big Data: Analytical Solutions, Research Challenges and Trends

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Product

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Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing