Search Results (9)

Social media are an important approach for florists to reach consumers, and many florists have set incentives to encourage users to engage with their social media pages. However, various subjects can serve as rewards, but what is more effective for encouraging users to engage with the florists’ social media pages remains unknown. This study is intended to address this deficiency. The objectives of this study are as follows: (1) to explore the typology of the incentives used by succulent retailers to promote user engagement; (2) to compare the difference across various types of incentives in regard to the effect on promoting user engagement with succulent retailers’ social media pages. Data were gained from the succulent retailers’ empirical practices on their Facebook brand pages. As a result, 2602 Facebook posts were downloaded and analyzed via content analysis to explore the typology of the incentives applied by succulent retailers. The number of clicks on likes, comments, shares, and emojis by users was recorded as the index of user engagement with the post. The effect of various incentives on user engagement with the succulent retailers’ FB pages was analyzed via the statistical approach of MANOVA. The study results showed that the incentives applied by succulent retailers can be classified into three categories: economic incentives; social incentives; mixed incentives, which contain both economic and social values. The economic incentives included discounts, gifts, sweepstakes, and bidding, while social incentives included gratitude to customers, leaving a question mark, and inviting users to respond. The statistical results revealed that economic incentives are more likely to encourage users’ emotional engagement, while social incentives in the form of inviting users to react are more significant for encouraging users’ behavioral engagement in terms of leaving comments on posts. Full article

In the current era, social media is changing how people interact with each other and their perceptions of branding, marketing, and commerce. Due to the growing concern about the sustainability of the environment and the wellbeing of societies, green marketing and branding are essential to reach these aims. Leveraging the power of brand pages in social media for green branding and impact are critical issues. This study is concerned with information influence, persuasiveness, adoption, and its impact on green page use engagement, especially on social media, such as Facebook. Based on the perspective of the Information Adoption Model (IAM) and Information Acceptance Model (IACM) that integrated theories from information influence and adoption, this study advances by identifying the antecedents of information usefulness and applying information adoption in the context of Facebook brand engagement. A questionnaire survey with 416 valid responses from Facebook fan page users is used. The hypotheses of the proposed model are tested using a structural equation model with AMOS software. The results show that: (1) Information and source credibility are two critical antecedents of information usefulness with different degrees of impact. (2) Information usefulness, brand engagement, and brand loyalty are found to have a significant cause-and-effect relationship. (3) Brand engagement is found to mediate the relationship between information usefulness and brand loyalty. (4) Enhancing information usefulness would improve customers’ brand loyalty to the brand pages. The significant findings of this study could provide insightful information on how to improve the engagement and loyalty of Facebook brand page users to sustain the benefits of green marketing. Full article

The present study’s objective is to investigate the influence of active and passive social media brand page engagement on eWOM, via self-brand connection. To accomplish this objective, an online survey was conducted among a sample of Facebook users from Romania, Facebook being the most popular social network worldwide, and Romania being an adequate representation of a European developing country. To assess the proposed research model, we used partial least squares structural equation modeling (PLS-SEM). Our results show that social media brand page engagement, either passive or active, has a positive impact eWOM, both directly and indirectly, via self-brand connection. Additionally, our research reveals that the two types of social media brand page engagement generate eWOM distinctly: although passive engagement has a considerably stronger direct influence on self-brand connection, active engagement is equally influential for both self-brand connection and eWOM. However, due to the mediating role of self-brand connection, the total effect on eWOM is relatively equal for both passive and active engagement. The research provides practical implications for social media marketers, emphasizing the importance of increasing consumers’ engagement with social media brand pages for generating eWOM and, consequently, to attract new customers and to reinforce brand loyalty for existing ones. Full article

Numerous brands utilize social media to capture consumers’ interests while promoting their sustainability goals. To understand how sustainable fashion brands communicate with their consumers, this study explored the visual and textual information sustainable fashion brands post on social media. Data were collected from sustainable fashion brands’ social media pages, and a total of 1525 images and captions and 140,735 comments were analyzed. By employing color theory and the theory of speech acts, HSV color analysis and the SVM classification model were used to extract information. The results showed that the images and captions posted by all three brands were consistent with their brand identities and sustainability goals. We also found that there were significant differences among the three brands when comparing posts employing expressive and assertive acts with posts using directive and assertive acts. These results indicate that social media users are more likely to leave comments when they read posts containing expressive and directive acts. These findings will allow fashion social media marketers to select appealing images and colors to engage consumers as well as to choose appropriate speech acts to deliver information to achieve their sustainability goals. Full article

With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers’ active reactions and provides comparisons between two samples—public-issue posts and all Twitter posts. After collecting data from Twitter based on tweets from official sportswear brand pages, we find that public-issue posts have a positive influence on consumers’ active reaction (i.e., number of retweets, number of quotes, number of replies, and post-social search behavior). Moreover, the effect of brand activeness, which is brand social activity on Twitter, and media type (photo or video presence in a tweet) are included in the analysis. With user engagement in the public-issue post sample, the effect of the media type is not significant, whereas the effect of brand activeness is significant. This study aggregates literature on brand activism and environmental, social, and governance (ESG) criteria to propose a measurement for a public issue in a single post rather than at the corporate level. The results of this study are useful for brands of all scales taking sustainable marketing strategies and aiming to improve interactions with consumers on Twitter. Full article

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones. Full article

The objective of this research is to bridge the gap by proposing a content-based framework that is specifically designed to operate in social media environment. This study proposed a recommendation framework that integrated the features of brand pages and information on user behavior on brand pages. Data were obtained from 2,076 official brand pages in Taiwan, and a total of 500,000 interaction data were obtained and processed. Decision trees were used to classify brand pages and detect features that facilitate distinguishing among brand pages. Our method involved a simple training procedure with no restriction to a particular classifier learning algorithm and yields improved results on data sets extracted from a considerable number of Facebook brand pages. The results represented the diversity of social media user criteria in evaluating whether an activity is interesting to users. Moreover, these prevalent features indicate that brand pages distinguish themselves from others through their willingness to engage and interact with users. These findings not only enabled using brand page recommendation models for facilitating the selection of the most suitable brand page, but also useful for researchers seeking to develop a recommendation system for social media. Full article

Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and services, and cultivate brand loyalty. However, the research into online brand communities is mainly centered on that utilizing the platforms of websites instead of using social media platforms. Thus, it calls for more studies to investigate consumer brand fan page engagement behavior to increase their fan base and further induce a fan’s purchase behavior. By adopting the perspectives of co-production and social identity theory, this study endeavors to investigate the impact of customer perceived value derived from engaging in brand fan pages on their identification with and stickiness to an online brand community in the SNS-based context. The target population of this study is consumers who have ever participated in an online brand community. Data was collected through a web-based survey. After deleting 36 incomplete responses, 524 usable responses remained for further analysis, with an effective sample rate of 93.57%. The results revealed that utilitarian value, hedonic value, and monetary value separately exerted a significantly positive effect on community identification. Utilitarian value and hedonic value also had significantly positive effects on community stickiness. Moreover, community identification was positively related to community stickiness. Community identification was found to have significantly positive influences on both word-of-mouth and repurchase intention. Furthermore, community stickiness exerted a significantly positive effect on word-of-mouth and repurchase intention. This study confirms the importance of perceived value on enhancing consumers’ identification with and their stickiness to online brand communities. Therefore, businesses should provide consumers with the value they desired to cultivate customer loyalty to their brand fan pages. Full article

In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization’s key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms. Full article