Exploring The Social Marketing Impacts of Virtual Brand Community Engagement

Chiang, I-Ping; Tu, S.; Wang, Ling Hui

doi:10.7903/cmr.18086

Cited by 12 publications

(12 citation statements)

References 31 publications

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“…H2 -SMM impacts on the brand awareness (BA) of micro-learning-platform students H3 -CBE impacts on the brand awareness (BA) of micro-learning-platform students At the same time, previous research has shown that CBE can act as a mediator between SMM and BA, as proposed by Bruhn et al [71] and Chokpitakkul & Anantachart [120], or between SMM and brand equity as confirmed by Chiang et al [121]. In this sense it is likely that this mediating effect also occurs in the micro-learning platform sector, and therefore the following hypothesis is proposed: H4 -CBE is a mediator between SMM and BA in micro-learning platform students…”

Section: Brand Awarenessmentioning

confidence: 86%

Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

Mujica

Villanueva

Lodeiros-Zubiria

2021

Int. J. Emerg. Technol. Learn.

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This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

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Section: Brand Awarenessmentioning

confidence: 86%

Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

Mujica

Villanueva

Lodeiros-Zubiria

2021

Int. J. Emerg. Technol. Learn.

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“…SOVC develops a unification among community members (Yao et al, 2021) and incorporates a significant role in predicting consumer behavior in C2C communities. It motivates the members to make the transaction with a specific brand (Chiang et al, 2018); brand trust is the other most vital determinant in online shopping. The influence of SOVC reflects the buying pattern of consumers (González-Anta et al, 2021); the brand's image dictates the trade, as the feedback established for a seller will either boost or knock down the sales, dependent upon the reviews from the buyers of the community.…”

Section: Sense Of Virtual Community and Brand Trustmentioning

confidence: 99%

How does consumer-to-consumer community interaction affect brand trust?

Tabish

Thomas

Rehman

et al. 2022

Front. Environ. Sci.

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This article seeks to study how the extensive usage of social networking sites (SNSs) and interaction in consumer-to-consumer (C2C) communities influence brand trust. Social networking sites have impacted internet commerce in a technologically advanced era; it connects global users. Social media ads have changed our thinking; new market trends are reshaping the business industry. This study empirically investigates a model based on media richness theory and social capital theory. Using data collected from users who conducted transactions on these sites, a theoretical model was developed to analyze the inspirations behind trust. The results show that Instagram’s media-rich platform enhances social capital and a sense of virtual community between its members, affecting trust. Instagram usage intensity does not immediately affect brand trust, but it has an indirect effect; community trust also positively influences brand trust. This study defines the role of a sense of virtual community (SOVC) and social capital (SC) in C2C communities only. This study delivers insights to managers on how to increase brand trust via SNSs. Prior studies on social commerce do not apply to C2C communities on social media platforms, especially Instagram. This study presents a novel standpoint of social capital and media richness structures as precursors of brand trust in C2C communities.

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“…In this context, we consider sharing, in terms of the extent of involvement, as the highest form of engagement followed by commenting and liking (Bitiktas et al, 2020;Cho et al, 2014;Cooper et al, 2019;Swani et al, 2014). Higher active or passive customer participation (customer engagement) with contents at least leads to better spreading the company messages, create better customer experience (Chiang et al, 2018), by enhancing relationships (De Vries et al, 2014), and increasing customers' value (Ersoy et al, 2018). For coffee-shops, social networks are a particularly valuable reference for customers when choosing a venue (E. Kim et al, 2016) because of the intangibility of their services.…”

Section: Short Theoretical Backgroundmentioning

confidence: 99%

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

Ferencakova

Gajdka²,

Nétek³

et al. 2020

IJEK

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Social media's importance is increasing rapidly in the business world as in the lives of individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike (Brodie, 2011). The study aims to examine content strategy on coffee shops' Facebook brand-fan pages in terms of differences in the length of the text part of the posted content and its impact on customer engagement. Using the Fanpage karma web application, we collected a total number of 1254 of 10 coffee shops' brand-fan pages posts published on Facebook during the year 2019. We found that there is a statistically significant difference between text length according to post type (status, photo, video, link) (p=0.0007), and also customer engagement differs depending on post type (p=0.0009). Surprisingly we also revealed that in text length, there is a statistically significant difference only between photo and status types of posts (p-Value=0.0009) and in customer engagement (CE), only between the photo and video types of posts (p-Value=0.0044). Results of linear regression also were not able to support hypothesis, that the shortest length of the text leads to higher customer engagement (CE). The study extends the research on customer engagement (CE) and expands the knowledge about the Facebook content strategy of coffee companies. Finally, it offers recommendations for future research in the examined area.

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Exploring The Social Marketing Impacts of Virtual Brand Community Engagement

Cited by 12 publications

References 31 publications

Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

How does consumer-to-consumer community interaction affect brand trust?

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

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