The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

Lund, Niels Frederik; Scarles, Caroline; Cohen, Scott

doi:10.1177/0047287519887234

Cited by 64 publications

(51 citation statements)

References 57 publications

(155 reference statements)

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“…To summarize, this model provides destinations with a UGC effect assessment tool to facilitate its co-productive than co-destructive role (Lund, Scarles, and Cohen 2020). DMOs can achieve this end with this model by merely experimenting with parameter value variations, simulating, and compare outcome differences to identify effects, yet if their purpose is to produce accurate quantitative forecasts of future trends in visits and UGC, the model needs to be thoroughly adapted to the specific context with additional validations and calibrations before implementation.…”

Section: Practical Implicationsmentioning

confidence: 99%

See 1 more Smart Citation

How the Spread of User-Generated Contents (UGC) Shapes International Tourism Distribution: Using Agent-Based Modeling to Inform Strategic UGC Marketing

Zhang

Gao

Cole

et al. 2020

Journal of Travel Research

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While user-generated contents (UGC) are recognized as increasingly important to destination marketing, many DMOs are uncertain how to strategically manage them to their best advantage, largely due to their lack of understanding of mechanisms underlying the UGC effects. By integrating multiple theories of travel decision-making and UGC distribution, this study develops and validates an agent-based model to inform DMOs of potential causal mechanisms of how individual tourists’ UGC behavioral features shape international arrival distribution via the social media channels of review sites (RSs) and social networking sites (SNSs). Simulated experiments with the model decompose and assess the complex UGC behavioral effects, which further suggest context-based favorable UGC distribution statuses for DMOs’ strategic UGC marketing. The model developed following a rigid procedure offers a promising UGC research approach toward the combination of restrictive causal conceptualization and real-life replicability. It also provides an adaptive prototype for cost-effective UGC effect assessments by DMOs.

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Section: Practical Implicationsmentioning

confidence: 99%

“…DMOs are particularly uncertain about when would UGC co-create rather than co-destruct the destination brand and how to manage its effects (Lund, Scarles, and Cohen 2020). The diverse channels of social media as well as its ever-shifting complex landscape further complicate DMOs' accurate evaluation and management of UGC impacts .…”

Section: Introductionmentioning

confidence: 99%

How the Spread of User-Generated Contents (UGC) Shapes International Tourism Distribution: Using Agent-Based Modeling to Inform Strategic UGC Marketing

Zhang

Gao

Cole

et al. 2020

Journal of Travel Research

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“…These capabilities and characteristics of netnography support the rationale behind the prescription of the methodology instead of the popular decision tree and other extensively used techniques that are not enjoying similar benefits in insights and richness of data. Few of the recent influential publications that have entrusted and discussed the netnography technique as a tool to yield customer insights are Eaton and Pasquini (2020); Tavakoli and Wijesinghe (2019); Wang (2019a); Wang (2019b); Xharavina et al (2019); Lund et al (2019); Toledano (2017); Thanh and Kirova (2018); and Weijo et al (2014).…”

Section: Qualitative Consumer Research and Netnographymentioning

confidence: 99%

Investigation of customer churn insights and intelligence from social media: a netnographic research

Bhattacharyya

Dash

2020

OIR

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PurposeThe purpose of this paper is to investigate the distinct reasons and more common reasons that reduce customer satisfaction and are antecedents to customer churn behavior in the telecommunication industry.Design/methodology/approachThe study adopted the netnography approach to investigate churn behavior by utilizing online user-generated content in qualified social media communities.FindingsThe investigation revealed that “data speed issue”, “ineffective relationship building”, “service area coverage issues” and “billing issues” are some of the most important attributes that influence a consumers' decision to churn. Further, the churn consequence influencers model summarizes the attributes that contribute to overall dissatisfaction and finally results in churn behavior. The study found out the application of the netnography approach in a quantitatively dominant research area and stands out with its insights from a rich qualitative data.Practical implicationsProper clarification of customer expectations and pain points can help reduce customer churn. The study will serve as the basis for developing future churn prediction models that will contribute to the informed decision-making process.Originality/valueContributing to research on customer churn behavior, the study offers a novel attempt to study customer satisfaction and customer churn behavior jointly. The paper is the first attempt that contributes to the extant literature by adopting the unique qualitative approach to understand the reasons for telecommunication churn behavior in the emerging Indian market. Another contribution of this research is that the paper shifts the focus of the electronic word-of-mouth (eWOM) literature to the telecommunications industry, thus adding another block to ongoing research in eWOM communication.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/ OIR-02-2020-0048

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“…Previous research suggests that consumers hold different attitudes toward different types of brand storytelling. For example, consumers tend to be motivated to share the story and perceive the brands positively when they realize that the story is generated by other consumers' real experiences (Kang and Schuett, 2013;Berger, 2014;Pera and Viglia, 2016;Lund et al, 2019). However, they are less engaged with a brand story once they recognize that the story was created and propagated by a firm as an advertising and sales tool (Dessart, 2018;Li et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions

Hong¹,

Yang²,

Wooldridge³

et al. 2021

JPBM

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Purpose Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers. This research aims to examine whether consumers’ brand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm. Design/methodology/approach Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumers’ brand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted. Findings The results show that consumers’ brand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude. Originality/value There is a lack of empirical research investigating how consumers’ brand storytelling is different from brand stories created by firms, and how consumers’ brand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumers’ brand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.

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The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

Cited by 64 publications

References 57 publications

How the Spread of User-Generated Contents (UGC) Shapes International Tourism Distribution: Using Agent-Based Modeling to Inform Strategic UGC Marketing

How the Spread of User-Generated Contents (UGC) Shapes International Tourism Distribution: Using Agent-Based Modeling to Inform Strategic UGC Marketing

Investigation of customer churn insights and intelligence from social media: a netnographic research

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions

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