Segmenting consumer reactions to social network marketing

Campbell, Colin; Ferraro, Carla; Sands, Sean

doi:10.1108/ejm-03-2012-0165

Cited by 102 publications

(126 citation statements)

References 52 publications

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“…The recent paper by Palmer et al (2014) explains how consumers can now gang-up online to disrupt marketing strategies. Gironda and Korgaonkar (2014) describe the extent to which social networking sites have fundamentally altered consumers' behaviours, while Campbell et al (2014) focus on how not all consumers behave the same on social media, but that marketers have been slow to appreciate that segments exist in terms of these behaviours.…”

Section: Stage D: Reflections and A Postcard Homementioning

confidence: 99%

The Digital Journey: Reflected Learnings and Emerging Challenges

Quinton

Simkin

2016

Int J Management Reviews

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This paper identifies and examines the four stages of marketing's digitalization journey to date and the points of interest along the way. The metaphor of a journey provides a narrative through which to understand the complex changes that are occurring within the digitalization of marketing. The digital journey has no final destination yet, but it is possible to identify an origin and chart its route thus far. In reflecting on this journey, insights emerge, which pose ongoing challenges for businesses and for the marketing discipline. The digitalization of marketing provides new options for routes to markets, communication, brand building, relationship development, trialling pricing, product development, sourcing insights, as well as a platform for innovation. But, only if businesses embark on this journey, and then keep up with the pace once en route. The implications for business stemming from marketing's digital journey are detailed along with avenues for future research, to develop further understanding of digitalization. The theoretical contributions made by this paper include both a novel mapping of the complex trajectory of marketing's digitalization through a visualization and an articulation of the main four gaps in current research and practice knowledge within marketing. The gaps include the need for a strategic view, the issue of technical silos, the changing conceptions of time, and the tension between empowered consumers and their reliance on pre‐filtered information. This paper provides a critical appraisal of the digital journey so far, resulting in a distilled conceptualization and route map, which should help guide future researchers.

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Section: Stage D: Reflections and A Postcard Homementioning

confidence: 99%

The Digital Journey: Reflected Learnings and Emerging Challenges

Quinton

Simkin

2016

Int J Management Reviews

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“…The values of Cronbach's Alpha correspond to the set of items included in the respective complex scale. Items (statements) are adapted from Campbell, Ferraro, and Sands (2014).…”

Section: Continued On the Next Pagementioning

confidence: 99%

Consumer Activities and Reactions to Social Network Marketing

Vassileva¹

2017

MNG

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The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure of social network marketing based on the following criteria: level of brand engagement, word-of-mouth (wom) referral behaviour, and purchase intentions. Consumers are investigated based on their attitudes toward social network marketing and basic socio-demographic covariates using data from a sample size of 700 Bulgarian respondents (age group 21-54 years, Internet users, urban inhabitants). Factor and cluster analyses are applied. It is found that consumers are willing to receive information about brands and companies through social networks. They like to talk in social networks about these brands and companies and to share information as well (factor 2, brand engagement). Internet users are willing to share information received through social network advertising (factor 1, wom referral behaviour) but they would not buy a certain brand as a result of brand communication activities in social networks (factor 3, purchase intention). Several practical implications regarding marketing activities through social networks are drawn.

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“…Research shows that consumers are increasingly critical of unsolicited marketing communication (e.g., Sher, ; Yu & Cude, ; Wible, ) because they feel that these messages represent a blatant intrusion into their private spaces and that marketers merely try to persuade them to buy things that they do not need or want (O'Malley, Patterson, & Evans, ; O'Malley & Prothero, ; Fransen, Verlegh, Kirmani, & Smit, ). Particularly in social media, consumers often view advertisers as uninvited intruders (Amezcua & Quintanilla, ; Fournier & Avery, ; Campbell, Ferraro, & Sands, ). As Fournier and Avery () have argued, the Internet was ‘created not to sell branded products, but to link people together’.…”

Section: Introductionmentioning

confidence: 99%

Consumers as legitimating agents: How consumer‐citizens challenge marketer legitimacy on social media

Lillqvist

Moisander

Fırat

2017

Int J Consumer Studies

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Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy-the perceived appropriateness of marketers and their activities-in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as legitimating agents-consumer-citizens that have the power to confer or deny legitimacy in the context of business-society relations. Overall, the study advances knowledge in the field of consumer studies in two ways. First, it builds a symbolic interactionist perspective on consumer-citizens as legitimating agents who enact their active citizenship role in the marketplace by assessing and constructing marketer legitimacy in online communities. Second, it offers an empirically grounded account of how and for what reasons consumer-citizens challenge or accept the legitimacy of marketers and unsolicited marketing communication in online communities. K E Y W O R D S ad avoidance, consumer-citizens, online community, organizational legitimacy, social media, symbolic interactionism

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Segmenting consumer reactions to social network marketing

Cited by 102 publications

References 52 publications

The Digital Journey: Reflected Learnings and Emerging Challenges

The Digital Journey: Reflected Learnings and Emerging Challenges

Consumer Activities and Reactions to Social Network Marketing

Consumers as legitimating agents: How consumer‐citizens challenge marketer legitimacy on social media

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