Relationship building through Facebook brand pages: the multifaceted roles of identification, satisfaction, and perceived relationship investment

A comparison of social media marketing between B2B, B2C and mixed business models

“…Although most SMM channels offer similar abilities to marketers (e.g. communicate content, target and engage consumers), different social media platform are perceived more favourably for certain forms of communications: Facebook is for providing a rich means for customer relationship management (Popp, Wilson, Horbel, & Woratschek, 2016); Twitter is known for its ability to communicate brand messages and mining consumer responses in realtime (Culotta & Cutler, 2016); Instagram is a means for sharing image-based content (Muñoz & Towner, 2017); and YouTube for videos (Indvik, 2011). Although certain channels have strengths in different arenas, Pozza (2014) asserts that "better customer experience is driven by the presence of multiple channels" (p. 1274).…”

“…Acquisition Orientation refers to the activities engaged in by firms to identify and interact with prospective customers and, specifically, where the aim is to engage them in their first transaction with the firm (Sashi, 2012). In relation to social media, this may include: using paid advertisements on social platforms (Stephen & Galak, 2012); engaging influencers to promote or refer to the brand (Kozinets et al, 2010;Barry & Gironda, 2017); or creating content that can virally spread, thus connecting new audiences with the brand (Popp et al, 2016;Pitt et al, 2017).…”

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

“…Social media has changed the way supporters engage with sports teams, athletes and other fans (Ioakimidis, 2010). Most sport fans are very engaged and, for many, sport plays an important role in their everyday lives (Popp, Wilson, Horbel, & Woratschek, 2016). Due to the popularity of social media, sport clubs increasingly invest significant time and resources to drive online engagement, leveraging the highly involved nature of their fans (Filo, Lock, & Karg, 2015;Hur, Ko, & Valacich, 2007).…”

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

“…The seventh paper by Popp, Wilson, Horbel and Woratschek (2015), which is titled 'Relationship Building through Facebook Brand Pages (FBPs): The Multifaceted Roles of Identification, Satisfaction and Perceived Relationship Investment' adds to the literature by developing an integrative framework of key drivers of consumer-brand relationship on FBPs, including different targets of identification and perceived relationship investment. The empirical study undertaken in the context of team sport-based FBPs serves to confirm the hypothesised model.…”