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.     

The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case

Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.     

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.     

Processing contradictory brand information from advertising and social media: an application of the multiple-motive heuristic-systematic model

This study tested two major theoretical assumptions of the heuristic-systematic model – (1) concurrent information processing and (2) multiple processing motives – in a common advertising situation where contradictory brand information from different sources (e.g. a positive advertising claim [a persuasive argument] vs. negative consensus information from a third-party source [a persuasion cue]) was available to consumers with varying motivation (accuracy and defense motivation). Results showed that individuals employed different information processing strategies, depending on motivation type. Accuracy-motivated individuals engaged in concurrent (both cue- and argument-based) processing when involvement was high. Defense-motivated individuals sought positive valence, regardless of the level of involvement and type of information.     

The use of social media to detect corporate fraud: A case study approach

Social media is a rapid and dynamic medium of communication that forms a crucial component of the modern business toolkit. It can be used to detect corporate fraud by tapping into collective user wisdom, also known as the wisdom of crowds. This article highlights both the potential and limitations of social media in detecting corporate fraud by examining information from traditional media and social media for a recent corporate fraud case (i.e., Empowered Products Inc.). Using text analysis of information posted on traditional media compared to social media, this article illustrates how social media provides an increased level of relevant information in a faster manner. By using wisdom of crowds in this way, social media platforms such as Twitter can improve organizational knowledge quality. We identify methods for managers to utilize social media to improve their organizational knowledge management.     

From desire to help to taking action: Effects of personal traits and social media on market mavens’ diffusion of information

While extant research has studied traits of market mavens and the link from mavenism to market helping behavior, there is a need for more research to understand personal and contextual factors that influence actual recommendations of products and differences among market mavens with different traits in that respect. In this study, we took research in the area of market mavenism one step further and investigated the role of personal traits such as self‐esteem and susceptibility to normative interpersonal influence, and the contextual factor of social media, in the frequency of recommendations. We hypothesize that while market mavens with lower self‐esteem are likely to engage in less frequent recommendations, negative effect of their lower self‐esteem is attenuated when they use social media platforms as their medium of choice. Our findings lend support to our hypotheses, including the triple interaction effect between self‐esteem, choice of social media, and market mavenism on market recommendations.