The impact of social media conversations on consumer brand choices

Liu, Yizao; López, Rigoberto A.

doi:10.1007/s11002-014-9321-2

Cited by 60 publications

(26 citation statements)

References 15 publications

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“…As consumer-brand engagement progressively shifts to digital domains, understanding the effectiveness of social media marketing strategies has become vital for brand management. Recently, researchers have started examining how social media activities affect consumer mindset metrics Liu and Lopez 2016;Lovett and Staelin 2016) and consumer behavior (De Vries et al 2017). Yet, limited research exists on the link between social media and CBBE.…”

Section: Introductionmentioning

confidence: 99%

Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

Colicev

Malshe

Pauwels

2018

Administrative Sciences

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As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.

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Section: Introductionmentioning

confidence: 99%

Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

Colicev

Malshe

Pauwels

2018

Administrative Sciences

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“…and Gambett (2013) andGovender (2013) analysed the impact of social media on marketing strategies for micro-firms, whereas Pentina and Koh (2012), Durkin et al (2013), Öztamur and Karakadılar (2014) and Nobre and Silva (2014) focused on small and medium ones[63][64][65][66][67][68]. Recent studies stated that the conversations among social media users have a great impact on their evaluation and demand[69] Tussyadiah and Fesenmaier (2008),Cobe (2008). andChen and Lin (2015) demonstrated the substantial potential of blogs for marketing strategies[70][71][72] Yu et al (2008),Ngu et al (2010).…”

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confidence: 99%

Customer Knowledge Management in SMEs Facing Digital Transformation

et al. 2020

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This paper provided a novel definition of customer knowledge management (CKM) as the logical intersection of customer relationship management (CRM) and knowledge management (KM). The main aim was to investigate the digital technologies supporting small and medium enterprises (SMEs) operating in creative industries in their customer knowledge management strategies. To achieve this aim, a survey involving 73 handicraft and/or retail SMEs operating in luxury jewelry industry was conducted. The survey results pointed out that in a few years the scenario has changed and that surveyed SMEs make more intensive use of traditional technologies supporting customer knowledge management processes rather than more innovative digital technologies, which are also cheap and easy to use. This finding showed the difficulties of SMEs operating in creative industries to be responsive to the rapid technological changes that are affecting CKM, as well as the lack of support from information technology vendors in the decision-making process for choosing adequate digital systems.

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“…A dimension of impact that is uniquely captured through social media is the word‐of‐mouth (WOM) conversations that consumers engage in around a brand. Recent academic studies have shown that conversations about brands on social media can have a significant impact on brand preference and purchase behavior (Liu and Lopez, ) and further, that the fans of brand pages are influenced by each other with the positive comments in response to someone's brand‐related post enhancing the attractiveness of the communication around the brand (de Vries et al ., ). These conversations are important because research indicates that consumers trust peer consumers more than they trust corporations (Lee and Koo, ); however, there is scant research on how and why consumers engage in brand‐sponsored social media sites.…”

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confidence: 99%

Facebook, self‐disclosure, and brand‐mediated intimacy: Identifying value creating behaviors

Hassan

Mydock

Pervan

et al. 2016

J of Consumer Behaviour

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Value creating behaviors (VCBs) have not been extensively investigated within the context of social networking sites; this study highlights the importance of self‐disclosure leading to brand‐mediated intimacy as an explanation for VCBs within brand pages of social networking sites. A netnographic approach is undertaken, and the data include naturalistic observations of four Facebook brand communities. The results introduce four new VCBs and confirm that all 14 VCBs listed in previous research are practised within Facebook brand communities. This study also provides evidence of factual and emotional brand disclosures, and responses, suggesting consumer peers may be achieving a level of brand‐mediated intimacy through their exchanges. Harnessing the need for intimacy may represent an important strategic advantage to brands. It also has implications for public policy makers wishing to further understand consumer health and well‐being. Copyright © 2016 John Wiley & Sons, Ltd.

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The impact of social media conversations on consumer brand choices

Cited by 60 publications

References 15 publications

Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

Customer Knowledge Management in SMEs Facing Digital Transformation

Facebook, self‐disclosure, and brand‐mediated intimacy: Identifying value creating behaviors

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