The role of social network websites in the consumer–brand relationship

Park, Hyejune; Kim, Youn‐Kyung

doi:10.1016/j.jretconser.2014.03.011

Cited by 183 publications

(155 citation statements)

References 40 publications

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“…These results are in line with previous studies showing that consumers' participation in the SNS-embedded brand community positively influences consumer-brand relationships (Park & Kim, 2014). We suggest that Facebook brand pages are useful marketing tools, even though the degree of effect can differ by cluster and sector.…”

supporting

confidence: 92%

Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users

Lee¹,

Lim²

2017

Fashion, Industry and Education

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In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups. 

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supporting

confidence: 92%

Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users

Lee¹,

Lim²

2017

Fashion, Industry and Education

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“…In addition, diverse product/brand information and monetary incentives offered in a BSNS can play a critical role in creating psychological bonds that encourage consumers to stay in the relationship with a brand via the brand's SNS (Park & Kim, 2014). Thus, this study hypothesizes that, when consumers perceive that a particular fashion brand's SNS is beneficial for their lives, it may create a positive perception of the brand's relationship effort.…”

Section: Brand Relationship Outcomesmentioning

confidence: 98%

“…In their study of BSNSs for apparel and restaurant brands, Park and Kim (2014) identified two major benefits offered in BSNSs: Experiential benefits and functional benefits. Experiential benefits of BSNSs include social interaction with a brand as well as other consumers (Bagozzi & Dholakia, 2006;Mathwick, Wiertz, de Ruyter, 2008) and hedonic benefits derived from browsing and participating in SNSs (e.g., watching video clips uploaded by a brand) (Chan & Li, 2010;Sung et al, 2010).…”

Section: Literature Review 1 Social Consumer Attributesmentioning

confidence: 99%

“…First, as previously noted, the construct "perceived relationship investment" was correlated with experiential benefits and functional benefits. Although the scales for perceived relationship investment and BSNS benefits were established in previous studies (De Wulf et al, 2001;Park & Kim, 2014), a future study can consider developing the measurement scales of these constructs that converge in a proper way and yet do not relate too highly with each other. …”

Section: Limitations and Future Researchmentioning

confidence: 99%

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How Social Media is Transforming the Fashion Consumers: The Effects of "Social" Consumer Attributes on Brand Engagement in Social Networking Sites

Park¹

2017

Fashion, Industry and Education

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The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling.The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits.In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits.The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

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“…Companies expect marketing departments, perceived as cost generators, to provide adequate return of costs incurred on investment and build a certain brand value based on market share, income, and profits generated by the departments. In the face of decreasing return of resources allocated to traditional media and searching for new solutions managers engage resources in activities conducted in social media (McDonald &Wilson, 2012;Solis, 2012;Kim & Ko, 2012;Park & Kim, 2014). Social media shows itself to be a logical consequence of changes taking place within the information society.…”

Section: Introductionmentioning

confidence: 99%

Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Kucharska

2017

SSRN Journal

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The role of social network websites in the consumer–brand relationship

Cited by 183 publications

References 40 publications

Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users

Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users

How Social Media is Transforming the Fashion Consumers: The Effects of "Social" Consumer Attributes on Brand Engagement in Social Networking Sites

Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

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