Implementing social media marketing strategically: an empirical assessment

The purpose of this study is to examine how firms implement social media systematically to drive strategic marketing actions. To this end, the study conceptualises social media implementation as a multidimensional, organisational construct composed of social media strategy, active presence, customer engagement initiatives and social media analytics. Using primary data, the study operationalises the social media implementation construct and tests its effect on firm performance isolated into social media performance and marketing performance. The results indicate that all except the active presence dimension of social media implementation are positively related to social media performance. The results further indicate that social media performance is positively related to marketing performance. The study contributes to the literature by offering a novel conceptualisation and empirical validation of the social media implementation construct.     

Leveraging consumer personality and social media marketing to improve a brand's social media equity

Consumer personality traits impact consumer actions, preferences, online behaviour and shopping motives. This study examines personality traits as drivers of social media equity by addressing the mechanisms under which consumer personality traits influence social media equity. We aim to combine consumer-level information with brand-level metrics to advance our understanding of consumers' associations with brands on social media and how specific consumer personality traits can be leveraged to improve a brand's social media equity. Using a self-administered survey, a total of 418 respondents from an online consumer panel participated in this study. The results from structural equation modelling revealed that while extraversion, openness to experience and neuroticism personality traits are positively associated with brand engagement and brand advocacy, agreeableness and conscientiousness are significantly associated with brand advocacy and not with brand engagement. This study advances theory by examining how consumer personality traits influence social media equity via brand engagement and brand advocacy as mediators. The findings provide rich practical insights into underlying mechanisms through which marketers can increase social media equity using consumer personality traits.     

Integrating social media within an integrated marketing communication decision-making framework

The reported failure of organisations to successfully implement social media (SM) within marketing communications is likely to result in competitive disadvantage. An exploratory methodology was undertaken to understand implementation challenges of SM. The methodology drew on grounded theory with the in-depth interviews with senior marketers in the first phase of data collection guiding the second phase of data collection. The third phase involved 21 senior marketers completing an online questionnaire which obtained more generalised feedback on the model and identified differences in model application for different SM platforms. The contribution of the study is to propose a sequential decision-making framework for marketers that may help them overcome decision-making uncertainty regarding the choice and implementation of SM platforms.     

Analyzing user sentiment in social media: Implications for online marketing strategy

This article examines restaurant customers’ online activity following visits to restaurants. Differences in customers’ opinions based on gender and location are discussed. Sentiment analysis was used to analyze customers’ social media behavior in terms of liking, rating, and reviewing restaurants. User‐generated reviews and comments about experiences influence potential customers’ decisions. The results of this study show that gender and location of customers influence restaurant ratings. This article shows that sentiment analysis (using Natural Language Toolkit and TextBlob) can help marketers by providing a useful tool for big data analysis. Sentiment analysis can be used to interpret customer behavior and highlight how presales, sales, and after‐sales strategies can be improved.     

Social media in marketing research: Theoretical bases,methodological aspects,and thematic focus

The widespread use of social media as a marketing tool during the last decade has been responsible for attracting a significant volume of academic research, which, however, can be described as highly fragmented to yield clear directions and insights. We systematically synthesize and critically evaluate extant knowledge of social media marketing extracted from 418 articles published during the period 2009–2021. In doing so, we use an organizing framework focusing on five key areas of social media marketing research, namely, social media as a promotion and selling outlet, social media as a communication and branding channel, social media as a monitoring and intelligence source, social media as a customer relationship management and value cocreation platform, and social media as a general marketing and strategic tool. Within each of these areas, we provide important theoretical, methodological, and thematic insights, as well as future research directions. We also offer useful managerial implications derived from the articles reviewed.     

Exploring interactive communication using social media

Engaging consumers in interactive marketing communication is instrumental in business–customer relationships building and development. Social media enables consumers to initiate marketing messages and gain growing control in the communication process due to its enhanced interactivity features. This study investigates whether communication between businesses and their social media users is interactive and how interactive it is. It also attempts to determine what types of messages are more likely to result in interactive communication. The findings reveal that businesses are attempting functional interactivity while individual users are increasingly securing a control to achieve contingent interactivity. Businesses are adopting a consumer-centric approach in designing and executing marketing communication messages to achieve interactivity though significant variance is established between businesses as measured by Interactivity Performance Matrix. Challenges remain for businesses as to how to engage their customers by utilizing the interactivity features of social media to facilitate relationships formulation and development.     

Response to social media influencers: Consumer dispositions as drivers

Brand managers use social media influencers (SMIs) to influence consumers' attitudes and intentions. However, there is still ambiguity about the mechanisms by which SMIs influence their followers, as well as the metrics by which their performance can be evaluated. The existing literature has restricted itself to consumers' purchase intentions in order to evaluate SMIs influence and is silent on the role of the consumers' individual characteristics in SMIs influence mechanisms. Based on these research gaps and to provide a clearer picture of the SMI influence mechanism to practitioners, the present study assesses the role of consumer characteristics such as their social media attachment (SMA), parasocial relationships with social media influencer (PSR-SMIs), and susceptibility to SMIs influence (SSMII) in driving consumer response to SMIs influence through SMI compliance intentions. Study 1 found the sequential mediational role of PSR-SMIs and SSMII in the SMA-SMI compliance intentions relationship. Study 2 found the same sequential mediation and demonstrated how SMI skepticism negatively moderates the relationship between PSR-SMIs and SMI compliance intentions. To the best of the authors' knowledge, this is the first time that this skepticism variable is being explored in the SMI literature.     

Emoji rhetoric: a social media influencer perspective

ABSTRACT

Social media require a marketing rhetoric that embraces emerging language use and shifting communication norms. Emojis have become quintessential elements of social media communication; yet, their role in supporting persuasion attempts has not been systematically analysed. Drawing on general rhetoric literature, this paper dissects, portrays and labels social media influencers’ persuasive attempts to initiate engagement through emojis. The focus on influencers is justified because of their dual roles as marketers and active social media users. 600 Weibo posts by the top 200 Weibo influencers were collected to develop a taxonomy of emoji-based verbal moves aimed at encouraging responses in followers. The resulting taxonomy demonstrates that emoji use by social media influencers is complex and strategic and serves multiple persuasive and communicative purposes.     

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Guided by the influence framework, we propose and test empirically SMIs’ influence mechanism, which occurs in four principal stages: (a) a SMI's influence attempts (showcasing H1: attractive; H2: prestigious; H3 and H4: expert; H5: informative; and H6: interactive Instagram contents); (b) target consumers’ attitudinal response to the influence exercised (evaluating the SMI as a H7: taste and H8: opinion leader); which, in turn, affects (c) the targets’ desire to comply (the desire to mimic); and ultimately (d) their favorable behavioral outcomes (H9: social media word‐of‐mouth and H10: purchase intentions). On the basis of the survey data from 395 respondents, we used structural equation modeling to test our hypotheses and proposed model. We verified the robustness of our results using an ordered probit regression model and analyzed the mediating role of consumers’ desire to mimic SMIs in the influence mechanism. Our results confirm that the five aspects of influencing posts affect consumers’ attitudes positively and significantly, which in turn leads to positive behavioral outcomes through their desire to mimic SMIs. We discuss the results’ important implications for both scholars and practitioners.     

Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a multidimensional construct which reflects both consumers’ perceptions and attitudes. However, only few of the extant CBBE models emanate from the context of automotive brands. As such, this present study employs a qualitative approach using a semi-structured face-to-face interview among 11 informants, to explore the concept of CBBE in the context of automotive brands. Also, this study explores the role of social media communications in developing CBBE for automotive brands. The findings of this research demonstrate that CBBE is a valid concept which reflects consumers’ perception and mindset towards their knowledge, which are reflected through brand awareness, hedonic brand image, functional brand image, and brand sustainability of automotive brands. Additionally, the marketing activities and communication contents on social media play an important role in improving the perception of automotive brands in consumers’ minds, hence the development of automotive CBBE. The theoretical implications of these research findings are that this study provides an insight into the feasibility of developing a specific CBBE model for automotive brands. Practically, this study presents insights for brand manager on the importance of developing CBBE through social media communications.     

The influence of social capital through social media: a study of the creation of value in shopping behaviour

When consumers access information from groups through social network sites (SNSs), they develop social capital in the form of bonding and bridging ties with these groups. The purpose of this study is to investigate the influence of these bonding and bridging behaviours on consumers’ use of the social network information (SNI) gained from SNSs in their purchasing decisions. The study integrates constructs from the Technology Acceptance Model and the concept of flow to examine how these behaviours influence consumers’ perceptions of how useful the SNI is, of how easy the SNI is to use, and how they engage with SNI. The study utilizes structural equation modelling to examine questionnaire data from a random sample of social network users. The findings demonstrate that bonding and bridging ties influence consumers’ perceptions of the usefulness and ease of use of the information provided by SNSs, and therefore influence their use of the information when making shopping decisions. In addition, consumers who access SNI through bonding ties are likely to have flow experiences which further contribute to their use of the information. This study makes a theoretical contribution by expanding knowledge of the social capital influences on consumers’ perceptions of the value of the social media shopping experience.     

Eat,drink, and create content: a multi-method exploration of visual social media marketing content

As visual social media marketing (VSMM) content continues to increase in popularity, it is imperative for marketers to understand the elements of such marketing efforts that capture consumers attention. Across three empirical studies, the researchers use eye tracking technology and a scenario-based experimental design to explore the impacts of the use of figurative language (i.e., antithesis and alliteration) and Snapchat’s drawing feature on consumers attention to the verbal element (i.e., caption) of company-generated and consumer-generated VSMM content (i.e., snap), specifically, on Snapchat. Results demonstrate the positive impact of the use of figurative language on consumers attention to the caption in VSMM content. Furthermore, consumers attention to the caption in company-generated (consumer-generated) VSMM content is greater when the caption uses antithesis (alliteration). Finally, the presence of pictorial information (i.e., drawings) in VSMM content may impact the relationship between the use of figurative language (i.e., alliteration) and consumers attention to the caption in consumer-generated VSMM content. Implications for marketing and advertising theory and practice are discussed.     

The Impact of New Technology on the Communication of Parliamentary Information

SUMMARY

This article discusses the results of an exploratory study, funded by the Economic and Social Research Council, which investigated the impact of technology on the communication of parliamentary information to the general public in the United Kingdom. As Stage 1 of the project, interviews were conducted with representatives of the public information services of the UK Parliament, the Scottish Parliament, the National Assembly for Wales and the Northern Ireland Assembly. Stage 2 consisted of interactive, electronically-assisted interviews, delivered in a roadshow environment, where members of the public were given the opportunity to explore, and provide critical feedback on, parliamentary websites.     

The role of customer gratitude in relationship marketing: moderation and model validation

Relationship marketing (RM) theories often emphasize on the role of trust and commitment in affecting seller performance outcomes. We test a recently developed model in a field experiment that demonstrates that RM investments (RMI) generate feelings of gratitude depending on the different types of gratitude leveraging acts and affects purchase intentions. The results confirm the presence of previously untested relationship between trust and purchase intention. The existing model is extended by including the moderating effects of the nature of the medium of communication for the seller–customer interaction (i.e. face-to-face vs. telephonic communication), and the varying intangibility of the purchase context (i.e. product vs. service) on the above relationship. Third, evidence of the moderating influence of certain individual-level cultural value orientations (i.e. good vs. evil, changeable vs. unchangeable and doing vs. being) is found. It is also endeavoured to extend and validate the model to a new culture.     

Exploring social change through social media: The case of the Facebook group Indignant Citizens

This study examines the role of social media in facilitating the network of a social movement, the novel forms of exchange networks that are fashioned by participants of this movement and the drivers and effects of individuals’ engagement therein. Specifically, using the lens of political consumerism, we look at the movement of self‐described Indignant Citizens in Greece to reveal the underlying motivations for participants to engage in this social movement, the dynamics of their engagement and the ways in which Indignant Citizens’ online presence enables identity expression, community building and social change. We draw on interpretive analysis of findings from eight focus groups with members of Indignant Citizens. The findings reveal how this movement and the shared identity developed amongst its members empower our participants by giving them a voice and engage them in role mobilization, drive specific actions towards the conceptualization of a shared utopia and provide them with a platform to organize action and employ desired practices for the co‐creation of useful and gratifying exchanges.     

Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

Service failures, once handled quietly by customer service departments, are now played out on a highly public social media stage. These failures can result in not only the loss of a loyal consumer but also can negatively affect relationships with those watching the dialogue between disgruntled customers and organizations. The phenomenon of seeking resolution to service failures online is distinct from both traditional word-of-mouth and voice behaviors. This article introduces social voice: public complaining behavior that aims to change the behavior of the organization. A qualitative methodology defines eight dimensions of social voice and categorizes them by the strength of the relationship to the organization. Results indicate that appropriate response strategies differ based on social voice segment.     

The evolution of social media and its impact on organizations and leaders

This paper examines organizational impacts of social media on Fortune 100 companies over a 5-year period (2011–2016). Specifically, the study focuses on three broad areas of social media impact: (1) the adoption of social media platforms across industries and business models from 2011 to 2016, (2) the influence of social media adoption on the roles of the chief information officer (CIO) and chief marketing officer (CMO) and their changing relationships in companies over this time frame, and (3) the impact of social media on company strategy, governance, and the IT (information technology) and marketing functions. The results support the contention that the CMO role has evolved to meet the technology needs of the marketing function and that the relationship between the CMO and CIO has taken on greater importance. In most Fortune 100 companies in 2016, social media has transitioned to ownership by the marketing department and the CMO provides leadership for social media strategy while working closely with the CIO. This study contributes to a better understanding of the established role of social media in companies, governance structures, and the evolving roles of both the CIO and CMO in relation to social media trends. The study integrates the IT and marketing literature to provide an agenda for future work that builds on theory and establishes an ongoing cohesive research agenda.     

WOM and social media: Presaging future directions for research and practice

Word of mouth (WOM) has become the focus of growing interest among marketing practitioners and consumers. However, the promises of WOM marketing are often oversold, and various assertions about the nature of WOM, its dynamics, antecedents, and consequences at times have been misstated in mass-mediated articles and books on the topic. In this introductory paper for the special issue on WOM and social media, we survey the current state of WOM knowledge and the role of WOM in contemporary marketing, reconsider common beliefs about the WOM process in an effort to separate WOM facts from fallacies, and presage some future directions and best practices in light of evolving online channels of WOM generation and transmission.     

Web-based social movements contesting marketing strategy: The mobilisation of multiple actors and rhetorical strategies

Abstract

Previous studies suggest that marketing strategy is developed and used to mobilise and configure the actions of firm actors, creating a set of stabilising activities focused on the firm–customer dyad. Destabilising forces precipitated by the Internet and associated digital technologies involving contention and disruption by multiple actors are much less prevalent in the marketing literature. The central point we advance is that rather than marketing strategy being a controlled and stabilising force for firms in their relationships with customers, it can often lead to socially produced spaces where consumers and, importantly, other multiple actors form a social movement to actively attempt to destabilise it and contest its legitimacy. Using an innovative research approach, the findings of this study show how social movements proactively enrol and mobilise a wide range of relevant actors into a network of influence. Critical to this are rhetorical strategies, acting as important levers in attempts to destabilise and delegitimise a dominant firm’s marketing strategy.     

‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.