How virtual brand community traces may increase fan engagement in brand pages

Rosenthal, Benjamin; Brito, Eliane Pereira Zamith

doi:10.1016/j.bushor.2017.01.009

Cited by 46 publications

(33 citation statements)

References 28 publications

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“…The internet, with its ability to connect people around the globe, has also become the main arena for customers' brand-related expressions, discussions, opinions and experiences (Edelman, 2010). Therefore, netnography has been used by marketing researchers to explore firms' online branding strategies (Tynan et al, 2010;Rosenthal and Brito, 2017), as well as customers' involvement and engagement with different brands online (Colliander and Hauge Wien, 2013;Hollebeek and Chen, 2014).…”

Section: Brandingmentioning

confidence: 99%

Netnography as a tool for understanding customers: implications for service research and practice

Heinonen

Medberg

2018

JSM

156

104

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Purpose-Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences and behaviors can be retrieved from a variety of online platforms. Online customer information creates new opportunities to design personalized and high-quality service. This paper aims to review how netnography as a method can help service researchers and practitioners to better use such data. Design/methodology/approach-A systematic review and analysis were conducted on 321 netnography studies published in marketing journals between 1997 and 2017. Findings-The systematic review reveals that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical and methodological recommendations for future netnographic service research are presented. Research limitations/implications-This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research. Practical implications-Netnographic research can help service firms with, for example, service innovation, advertising and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool. Originality/value-Netnography has seen limited use in service research despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of the method and aims to stimulate interesting future netnographic service research.

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Section: Brandingmentioning

confidence: 99%

Netnography as a tool for understanding customers: implications for service research and practice

Heinonen

Medberg

2018

JSM

156

104

View full text Add to dashboard Cite

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“…Brand researchers concur that community building in social media leads to more brand loyalty and trust, although there are still different perspectives on how to achieve it (Laroche, Habibi & Richard 2013). Consequently, there are ample studies on diverse brand community topics through lenses such as virtual brand communities (Potgieter & Naidoo 2017;Rosenthal & Brito 2017), social media marketing (Cawsey & Rowley 2016) and consumers' reasons for joining brand communities in social media (Chi 2011).…”

Section: Introductionmentioning

confidence: 99%

The role of content marketing in social media content communities

Plessis

2017

S. Afr. j. inf. manag.

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Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme.Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities.Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

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“…Así, muchos usuarios pueden utilizar estas redes sociales para mantenerse informado de lo que pasa alrededor del mundo eliminando barreras culturales, geográficas o físicas. Además, la investigación empírica ha demostrado que los consumidores que participan en comunidades de marcas tienden a tener una relación más profunda y más estrecha con la marca que aquellos que no lo son (Potgieter y Naidoo, 2017;Rosenthal y Brito, 2017). Varias teorías económicas y sociales han explicado por qué las personas utilizan las redes sociales (en este caso, los perfiles de redes sociales de las cadenas hoteleras): para obtener información; hacer compras; para comunicarse e interactuar con otros; para divertirse y disfrutar de la experiencia; para entablar nuevas relaciones; y para expresar sus opiniones y su identidad.…”

Section: Beneficios Percibidos Por Los Usuarios En Las Redes Socialesunclassified

Estudio de los Beneficios Percibidos por los Usuarios a través de su Experiencia en las Redes Sociales Hoteleras

2019

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ResumenEn esta investigación se pretende estudiar los beneficios que proporcionan las redes sociales de los hoteles a los usuarios. Las actividades de innovación están muy presentes en el sector turístico, la aparición de los medios sociales, que facilitan la creación, edición e intercambio de contenido, permiten a las empresas relacionarse de forma más directa e interactiva con los usuarios. Se ha realizado un análisis cuantitativo mediante un cuestionario dirigido a los seguidores de las redes sociales de hoteles o cadenas de hoteles. De esta manera se han propuesto 4 hipótesis basadas en el estudio de las relaciones entre la experiencia del usuario en las redes sociales de los hoteles y los 4 beneficios identificados (beneficio funcional, beneficio socio-psicológico, beneficio hedónico y beneficio monetario). Se pudo verificar así que una mejor experiencia en la red social del hotel provoca un aumento de los beneficios percibidos por el usuario. AbstractThis research aims to study the benefits provided by social networks of hotels to users. Innovation activities are very present in the tourism sector, the emergence of social media, which facilitate the creation, editing and exchange of content, allow companies to interact more directly and interactively with users. Thus, a quantitative analysis has been conducted through a questionnaire aimed at followers of social networks of hotels or hotel chains. In this way 4 hypotheses have been proposed based on the study of the relationships between the user experience in the social networks of the hotels and the 4 identified benefits: functional benefit, sociopsychological benefit, hedonic benefit and monetary benefit. It was possible to verify that better experience in the hotel's social network causes an increase in the benefits perceived by the user.

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How virtual brand community traces may increase fan engagement in brand pages

Cited by 46 publications

References 28 publications

Netnography as a tool for understanding customers: implications for service research and practice

Netnography as a tool for understanding customers: implications for service research and practice

The role of content marketing in social media content communities

Estudio de los Beneficios Percibidos por los Usuarios a través de su Experiencia en las Redes Sociales Hoteleras

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