Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality

Shanahan, Tyler; Tran, Trang P.; Taylor, Erik C.

doi:10.1016/j.jretconser.2018.10.007

Cited by 206 publications

(164 citation statements)

References 55 publications

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“…This means delivering information to social media users in language that is easy to understand, in the languages spoken by various native and immigrant communities in the country, to ensure that the information reaches all residents. Additionally, the use of reminders, similar to those on SMS, should be generalized to social media by utilizing tailored advertisements [ 68 , 69 ].…”

Section: Discussionmentioning

confidence: 99%

Social Media Engagement and Influenza Vaccination During the COVID-19 Pandemic: Cross-sectional Survey Study

Benis¹,

Khodos²,

Ran³

et al. 2021

J Med Internet Res

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Background Vaccines are one of the most important achievements of modern medicine. However, their acceptance is only partial, with vaccine hesitancy and refusal representing a major health threat. Influenza vaccines have low compliance since repeated, annual vaccination is required. Influenza vaccines stimulate discussions both in the real world and online. Social media is currently a significant source of health and medical information. Elucidating the association between social media engagement and influenza vaccination is important and may be applicable to other vaccines, including ones against COVID-19. Objective The goal of this study is to characterize profiles of social media engagement regarding the influenza vaccine and their association with knowledge and compliance in order to support improvement of future web-associated vaccination campaigns. Methods A weblink to an online survey in Hebrew was disseminated over social media and messaging platforms. The survey answers were collected during April 2020. Anonymous and volunteer participants aged 21 years and over answered 30 questions related to sociodemographics; social media usage; influenza- and vaccine-related knowledge and behavior; health-related information searching, its reliability, and its influence; and COVID-19-related information searching. A univariate descriptive data analysis was performed, followed by multivariate analysis via building a decision tree to define the most important attributes associated with vaccination compliance. Results A total of 213 subjects responded to the survey, of whom 207 were included in the analysis; the majority of the respondents were female, were aged 21 to 40 years, had 1 to 2 children, lived in central Israel, were secular Israeli natives, had higher education, and had a salary close to the national average. Most respondents (128/207, 61.8%) were not vaccinated against influenza in 2019 and used social media. Participants that used social media were younger, secular, and living in high-density agglomerations and had lower influenza vaccination rates. The perceived influence and reliability of the information on social media about COVID-19 were generally similar to those perceptions about influenza. Conclusions Using social media is negatively linked to compliance with seasonal influenza vaccination in this study. A high proportion of noncompliant individuals can lead to increased consumption of health care services and can, therefore, overload these health services. This is particularly crucial with a concomitant outbreak, such as COVID-19. Health care professionals should use improved and targeted health communication campaigns with the aid of experts in social media. Targeted communication, based on sociodemographic factors and personalized social media usage, might increase influenza vaccination rates and compliance with other vaccines as well.

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Section: Discussionmentioning

confidence: 99%

Social Media Engagement and Influenza Vaccination During the COVID-19 Pandemic: Cross-sectional Survey Study

Benis¹,

Khodos²,

Ran³

et al. 2021

J Med Internet Res

View full text Add to dashboard Cite

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“…At the same time, social media, combined with mobile technology, has revolutionized how retailers reach and understand their customers (e.g. Shanahan, Tran, and Taylor 2019;Shareef et al 2018). Thus, through digitalization, retailers now have much more data at their disposal about the needs, wants, and expectations of their customers, in addition to an influx of new technology, such as robots, drones, and Artificial Intelligence (AI), to automate their supply-chain activities (e.g.…”

Section: Introductionmentioning

confidence: 99%

From the store to omnichannel retail: looking back over three decades of research

Hänninen

Kwan

Mitronen

2020

The International Review of Retail, Distribution and Consumer R

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The retail sector has gone through major changes over the past three decades. These changes have been made possible by advances in information and communications technology that have enabled new business models, communication tools, technologies, and supply-chain practices to emerge and shape the behavior of actors across the retail value chain. For example, from its initial incarnation as only a separate, albeit small, channel in the retail and marketing mix, e-commerce is now a critical part of a firm's multi-and omnichannel strategy. In this paper, we synthesize current knowledge drawn from academic retail literature and discuss potential directions for future research. This study contributes to research by developing five research propositions, based on our literature review, to guide researchers to better grasp the technological and digital developments across the retail sector over the next decade or so.

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“…Their results from a survey of 446 WeChat users indicate that higher product involvement, brand familiarity, visual attractiveness, and information quality increase the user's intention to proceed with further interaction with the brand. Shanahan et al [70] reached similar conclusions. Their analysis of 242 responses from Amazon Mechanical Turk suggests that personalized content positively influences brand engagement, attachment, and, by extension, brand loyalty.…”

Section: User Reactiveness To Personalized Advertisingmentioning

confidence: 67%

Computer Estimation of Customer Similarity With Facebook Lookalikes: Advantages and Disadvantages of Hyper-Targeting

Semerádová

Weinlich

2019

IEEE Access

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The advertising systems and the algorithms they use are constantly evolving and expanding the possibilities for reaching potential customers. Hyper-targeting (also called microtargeting) is the use of detailed customer data and marketing automation to deliver highly targeted and personalized messages across a large number of channels. These campaigns are designed to appeal to specific people or small groups of customers. By using the ability to process large amounts of data through innovations, such as predictive analytics, marketers can gain a deeper understanding of their audiences, focusing on specific accounts and not on the entire segments. This reportedly allows B2B brands to target customers directly and provide unique personal and highly relevant experiences. However, the scientific evidence to support this claim is missing. Some previous studies even suggest a negative impact of highly personalized advertising content on user reactiveness and purchase behavior. In this article, we test the effects of different levels of personalized advertisements using the advanced campaign targeting tool called Facebook Lookalike Audiences. Facebook Lookalike Audiences works on the basis of the estimation of customer similarity based on the characteristics of a custom audience, as defined by the advertiser. We examine the performance of various targeting settings using data from 840 Facebook ads with different personalization levels. These advertisements are compared in terms of reach, number of reactions, frequency of impressions, number of clicks, average time spent on a website, number of viewed pages, number of conversions, and profitability. We believe that the findings presented in this article help clarify the factors that influence user reactiveness toward personalized online advertising using evidence from actual Facebook ad sets.

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Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality

Cited by 206 publications

References 55 publications

Social Media Engagement and Influenza Vaccination During the COVID-19 Pandemic: Cross-sectional Survey Study

Social Media Engagement and Influenza Vaccination During the COVID-19 Pandemic: Cross-sectional Survey Study

From the store to omnichannel retail: looking back over three decades of research

Computer Estimation of Customer Similarity With Facebook Lookalikes: Advantages and Disadvantages of Hyper-Targeting

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