The role of customer brand engagement in social media: conceptualisation, measurement, antecedents and outcomes

Solem, Birgit Andrine Apenes; Pedersen, Per E.

doi:10.1504/ijima.2016.081344

Cited by 37 publications

(30 citation statements)

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“…We also consider engagement to be theoretically related to, but independent from, other more traditional relationship marketing and S-D logic-based concepts (Solem and Pedersen, 2016). Several relational constructs have been identified as antecedents to consumer engagement (e.g.…”

Section: Consumer Engagementmentioning

confidence: 99%

Engagement valence duality and spillover effects in online brand communities

Bowden¹,

Conduit

Hollebeek

et al. 2017

JSTP

178

234

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Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand. Design/methodology/approach Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction. Findings This study illustrates consumer expressions of consumers’ positively and negatively valenced engagement with a focal brand, and with the OBC. Further, it demonstrates the interplay (spillover effect) that occurs between consumers’ engagement with the OBC, to their engagement with the brand. While the existence of positively valenced engagement with the OBC was found to further enhance consumer brand engagement (i.e. reflecting an engagement accumulation effect), negatively valenced engagement with the OBC was found to reduce consumer brand engagement (i.e. reflecting an engagement detraction effect). Originality/value While consumer engagement has been recognized to have both positive and negative manifestations, this study demonstrates that consumers’ engagement valence may differ across interrelated engagement objects (i.e. the brand and the OBC). Further, we demonstrate the existence of engagement spillover effects from the OBC to the brand for both positively and negatively valenced engagement.

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Section: Consumer Engagementmentioning

confidence: 99%

Engagement valence duality and spillover effects in online brand communities

Bowden¹,

Conduit

Hollebeek

et al. 2017

JSTP

178

234

View full text Add to dashboard Cite

show abstract

“…Approximately 18 items were adapted from previous researchers. Nine items of customer brand engagement were adapted from Solem and Pedersen (2016). Five items of attitude towards the behaviour were developed from Huang (2016), Lada, Tanakinjal, and Amin (2009), Teo (2009), and Four items of subjective norm were drawn from Lada et al (2009) and Teo (2009).…”

Section: Methodsmentioning

confidence: 99%

Customer Brand Engagement in Social Commerce: A Study of Sarawak

2020

BJSSH

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Due to the growth of social networking, a new business opportunity known as 'social commerce' has been created in the electronic commerce environment. This development is changing individuals' social interactions and their shopping patterns. Thus, it is important for social marketers and advertisers to understand the driver of customer brand engagement in social commerce. This study is an attempt to investigate whether attitude towards the behaviour and subjective norm have a positive effect on customer brand engagement in social commerce. The scope of the study was focussed on the clothes and accessories market in social commerce pages or groups and it was conducted in Sibu, Sarawak. The Theory of Reasoned Action was applied to capture the human behaviour of social media users connecting to the brand in social commerce. The study was conducted on quantitative basic where a survey questionnaire instrument was used for data collection. The purposive sampling method was employed to obtain accurate data from the studied samples. A total of 106 respondents were collected from social media users through a self-administered questionnaire. The Statistical Package of Social Science (SPSS) version 22 and Smart Partial Least Squares 3.0 (Smart PLS) were used as the main statistical tools. The present study implied that attitude towards the behaviour and subjective norm have a positive effect on customer brand engagement in social commerce. The findings provide valuable references for future researchers or academicians in the related social psychological fields especially in the context of social commerce. The findings also give social marketers and advertisers some ideas on what should be taken note of to gain more customers. Managerial and theoretical implications are also highlighted.

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“…Under Linux, this includes the Django web framework [24], Gunicorn as the back-end web server [25], a front-end web server such as Apache [26] to provide secure hypertext transfer protocol access (HTTPS, via secure sockets layer, SSL), the supervisord task control program [27], and the Celery distributed task queue [28] using the RabbitMQ messaging system [29]. Under Windows, Gunicorn is replaced with CherryPy [30], which can also serve as a front-end web server providing HTTPS/SSL if required, and supervisord is replaced by a custom Windows service.…”

Section: Methodsmentioning

confidence: 99%

Clinical records anonymisation and text extraction (CRATE): an open-source software system

Cardinal

2017

BMC Med Inform Decis Mak

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BackgroundElectronic medical records contain information of value for research, but contain identifiable and often highly sensitive confidential information. Patient-identifiable information cannot in general be shared outside clinical care teams without explicit consent, but anonymisation/de-identification allows research uses of clinical data without explicit consent.ResultsThis article presents CRATE (Clinical Records Anonymisation and Text Extraction), an open-source software system with separable functions: (1) it anonymises or de-identifies arbitrary relational databases, with sensitivity and precision similar to previous comparable systems; (2) it uses public secure cryptographic methods to map patient identifiers to research identifiers (pseudonyms); (3) it connects relational databases to external tools for natural language processing; (4) it provides a web front end for research and administrative functions; and (5) it supports a specific model through which patients may consent to be contacted about research.ConclusionsCreation and management of a research database from sensitive clinical records with secure pseudonym generation, full-text indexing, and a consent-to-contact process is possible and practical using entirely free and open-source software.

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The role of customer brand engagement in social media: conceptualisation, measurement, antecedents and outcomes

Cited by 37 publications

References 0 publications

Engagement valence duality and spillover effects in online brand communities

Engagement valence duality and spillover effects in online brand communities

Customer Brand Engagement in Social Commerce: A Study of Sarawak

Clinical records anonymisation and text extraction (CRATE): an open-source software system

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