Non-monetary social and network value: understanding the effects of non-paying customers in new media

Hollebeek, Linda D.; Brodie, Roderick J.

doi:10.1080/0965254x.2015.1097093

Cited by 20 publications

(13 citation statements)

References 32 publications

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“…Other researchers conceptualized DCM as the creation and dissemination of relevant and valuable brand‐related content to current or prospective customers on digital platforms to develop their favourable brand engagement, trust, and relationships (Holliman & Rowley, 2014; Pulizzi, 2013). Hence, DCM's growing importance is obvious in research and industry (Hollebeek & Brodie, 2016). Digital content has gained an increasingly important part of any existing business.…”

Section: Introductionmentioning

confidence: 99%

Does digital content marketing affect tourism consumer behavior? An extension oftechnology acceptance model

Mathew

Soliman

2020

J of Consumer Behaviour

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With the rapidly dramatic environmental change and intensive competition, tourism organisations are required to adopt advanced marketing strategies and techniques. Recently, digital content marketing (DCM) has become one of the most prominent marketing tools that has substantial benefits and influences in different settings and domains. To this end, it is crucial to understand the effect of DCM on consumer behavior within the tourism context. Therefore, this research empirically examines an extended technology acceptance model (TAM) model to investigate and compare the influence of DCM on travel and tourism consumer behavior in two distinct countries in the Middle East and North Africa (MENA) region. A quantitative approach was adopted by collecting surveys from a convenience sample of 285 and 122 participants in Egypt and Oman, respectively. The findings of PLS‐structural equation modelling revealed that the TAM major constructs were good elucidating the attitude and behavior toward using of DCM for tourism purposes. It is also found that perceived enjoyment and perceived convenience are antecedents of customers' attitudes, which in turn, influence their intention and behavior of using DCM to buy or select a certain tourism product/service. The current study contributes to knowledge of DCM literature in the tourism field in general and within the MENA region in particular. It also adds to studies on TAM and digital technologies by extending two critical constructs related to tourism consumer behavior. The practical implications will greatly support tourism marketers and authorities to develop their tourism strategies and marketing activities. Future research can be expanded to study different target groups comprehending region differences.

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Section: Introductionmentioning

confidence: 99%

Does digital content marketing affect tourism consumer behavior? An extension oftechnology acceptance model

Mathew

Soliman

2020

J of Consumer Behaviour

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“…Social media platforms allow consumers to engage in extensive brand-related activities (Hollebeek & Brodie, 2016), enabling dynamic, ubiquitous and often real-time communication between brands and consumers, as well as large-scale consumer-to-consumer interactions (Dholakia, Bagozzi, & Pearo, 2004;Gensler, Volkner, Liu-Thompkins, & Wiertz, 2013). Engagement is particularly relevant within communities on social networking sites (SNS), such as Facebook brand pages, through which organizations are allowing consumers to engage with the brand, while at the same time being able to share their activities within their social group (Tsai & Men, 2013).…”

Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

Social media and sports: driving fan engagement with football clubs on Facebook

Vale

Fernandes

2017

Journal of Strategic Marketing

217

144

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Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. However, research on sport fan engagement is still limited in relation to social media. The purpose of this research is to understand why and how sport fans engage with clubs on social media. Following the Uses and Gratifications approach and the Consumers' Online Brand-Related Activities framework, seven motivations (Information, Entertainment, Personal Identity, Integration and Social Interaction, Empowerment, Remuneration and Brand Love) and three dimensions of online engagement behaviours (Consumption, Contribution and Creation) were considered. A web-based survey was conducted among football club fans of a major UEFA league on Facebook, resulting in 562 responses. The need for Information, Empowerment and Brand Love mainly drive Consumption, Contribution and Creation, respectively, while the need for Integration and Social Interaction emerged as the second most important motivation overall. This study contributes to the emerging research on social media use in the sport marketing literature, thus revealing additional opportunities for managers to engage their fan base online.

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“…Hollebeek et al, 2016a). Consequently, there is a growing need to better understand networked or ecosystem-based, multi-actor engagement and its drivers, characteristics, and outcomes (Vargo and Lusch, 2016;Bednall et al, 2018;Groeger et al, 2016;Hollebeek and Brodie, 2016). This paper propose an S-D logic/structuration theory-informed perspective of differing actors' (e.g.…”

Section: Introductionmentioning

confidence: 99%

Epilogue – service innovation actor engagement: an integrative model

Hollebeek

Andreassen

Smith

et al. 2018

JSM

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Purpose: While (customer) engagement has been proposed as a volitional concept, our structuration theory/S-D logic-informed analyses of actors' (e.g. employees') engagement in service innovation reveal engagement as a boundedly volitional theoretical entity. Engagement's boundedly volitional nature arises from actors' structural and agency-based characteristics and constraints that are addressed and further developed in a conceptual model of actor (i.e. customer, firm, employee) engagement with service innovation.Design/methodology/approach: Based on the observed gap, we propose an integrative S-D logic/structuration theoretical model that outlines three particular service innovation actors' (i.e. customers', the firm's, and employees') engagement, which comprises institution-driven (i.e. fixed) and agency-driven (i.e. variable) engagement facets. In addition, we integrate the key expected characteristics of positively (vs. negatively) valenced service innovation engagement for each of these actor groups in our analyses. Findings:We develop a 12-cell matrix (conceptual model) that outlines particular service innovation actors' institution-driven and agency-driven engagement facets, and outline their expected impact on actors' ensuing positively and negatively valenced engagement. Research limitations/implications:We discuss key theoretical implications arising from our analyses.Originality/value: Outlining service innovation actors' structure-and agency-driven engagement facets, our model can be used to explain or predict customers', the firm's, or employees' service innovation engagement-based activities.

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Non-monetary social and network value: understanding the effects of non-paying customers in new media

Cited by 20 publications

References 32 publications

Does digital content marketing affect tourism consumer behavior? An extension oftechnology acceptance model

Does digital content marketing affect tourism consumer behavior? An extension oftechnology acceptance model

Social media and sports: driving fan engagement with football clubs on Facebook

Epilogue – service innovation actor engagement: an integrative model

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