社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement

Advertisers need to optimize their efforts on social networks to engage consumers effectively. Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks. Thus, we derive seven content categories for social network advertising and a four-level model for DCE based on consumers' intermediate mind-set responses. We propose the impact of different SNA categories as an antecedent of DCE. Our results confirm a significant but unequal impact of at least four content categories on various engagement metrics. We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation.     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

How Purchase Type Influences Consumption-Related Posting Behavior on Social Media: The Moderating Role of Materialism

It is now common to see consumers post their own purchases on social media to communicate feelings and/or thoughts about the consumption items to their social media audience. The authors conducted two surveys with a student sample and an Amazon MTurk sample to investigate factors leading to such behavior. The results show that purchase type predicts the consumption-related posting behavior—experiential purchases are more likely to get posted than material purchases, and materialism serves as a moderator in the influence of purchase type on the posting behavior. Specifically, lower-materialism consumers are more likely to post experiential purchases on social media than material purchases, while higher-materialism consumers do not show such a pattern. This article pioneers in investigating consumption-related posting behavior and provides important implications to research on user-generated content, materialism, and purchase type.     

Business Cases and Corporate Engagement with Sustainability: Differentiating Ethical Motivations

This paper explores links between different ethical motivations and kinds of corporate social responsibility (CSR) activities to distinguish between different types of business cases with regard to sustainability. The design of CSR and corporate sustainability can be based on different ethical foundations and motivations. This paper draws on the framework of Roberts (Organization 10:249–265, 2003) which distinguishes four different ethical management versions of CSR. The first two ethical motivations are driven either by a reactionary concern for the short-term financial interests of the business, or reputational, driven by a narcissistic concern to protect the firm’s image. The third responsible motivation works from the inside-out and seeks to embed social and environmental concerns within the firm’s performance management systems, and the fourth, a collaborative motivation, works to bring the outside in and seeks to go beyond the boundaries of the firm to create a dialogue with those who are vulnerable to the unintended consequences of corporate conduct. Management activities based on these different ethical motivations to CSR and sustainability result in different operational activities for corporations working towards sustainability and thus have very different effects on how the company’s economic performance is influenced. Assuming that corporate managers are concerned about creating business cases for their companies to survive and prosper in the long term, this paper raises the question of how different ethical motivations for designing CSR and corporate sustainability relate to the creation of different business cases. The paper concludes by distinguishing four different kinds of business cases with regard to sustainability: reactionary and reputational business cases of sustainability, and responsible and collaborative business cases for sustainability.     

The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal

In two studies, we explored the effect of media multitasking on viewers' cognitive and attitudinal responses to television commercials and the moderating role of advertising appeals. The limited capacity theory of Lang (2000 Lang, Annie (2000), “The Limited Capacity Model of Mediated Message Processing,” Journal of Communication, 50 (1), 46–70.[Crossref], [Web of Science ®] , [Google Scholar]) that integrates both the motivational and cognitive ability aspects of information processing was used as the theoretical framework. The results of Study 1 show that, in line with previous findings, media multitasking negatively affects cognitive responses but has an overall positive effect on attitudinal responses to television commercials. The results of Study 2 suggest that this effect on attitudinal responses is present only for commercials that focus on the desirability (compared to the feasibility) of a product. The results indicate that in media multitasking contexts, television commercials that rely primarily on stressing the desirability of a product have both a cognitive and an attitudinal advantage compared to those that rely primarily on stressing the feasibility of a product.     

Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement

The effects of advertisement and context type on the responses to advertisements for different brands of new and existing products were tested. In the first experiment (243 graduate students) a positive emotional advertisement and a non‐emotional advertisement for a well‐known and a new brand of printer were tested in a positive emotional context and a non‐emotional media context. In the second experiment (206 graduate students) positive emotional and non‐emotional advertisements for new brands of watches and healthy drinks were tested in an emotional and a non‐emotional context. The type of context moderated the responses to advertisements for the well‐known and new products: a positive emotional context led to a more positive attitude towards the advertisement and the brand and purchase intention for the well‐known brand than for the new brand. A non‐emotional context led to more positive responses for the new brand than for the well‐known brand. In general, emotional advertisements led to more positive affective reactions and non‐emotional advertisements led to more positive cognitive reactions. However, the type of advertisement did not have a moderating effect on the responses to advertising for the new or well‐known brands or different product types. The studies illustrated the relevance of media context for advertising new versus existing products.     

Consumer Brand Engagement in Social Media: Conceptualization,Scale Development and Validation

In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’ (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including ‘involvement.’ However, despite the growing scholarly interest regarding the undertaking of marketing research addressing ‘engagement,’ studies have been predominantly exploratory in nature, thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap. Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand ‘involvement’ acts as a CBE antecedent, consumer ‘self-brand connection’ and ‘brand usage intent’ represent key CBE consequences, thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.     

Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement

This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. Past research has suggested that brands should focus on maintaining a social presence across social channels with content that is fresh and frequent and includes incentives for consumer participation (Ling et al., 2004). This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages. Despite the value of these creative approaches, most branded social content can be categorized as functional.     

Narrative Transportation and Paratextual Features of Social Media in Viral Advertising

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS) environments. Specifically, it is stronger if the senders and intended receivers have personal ties. Moreover, the influence of narrative transportation is negatively moderated by advertising disclosure that elicits persuasion knowledge. Finally, the negative effect of persuasion knowledge is reduced if the ad appears with a higher number of “likes,” which increases social proof for viral ads. Implications regarding viral advertising and social media behaviors are discussed.     

Habits,Self-Control and Social Conventions: The Role of Global Media and Corporations

There has been an intellectual debate at least since the 1960s in business ethics on the role of the media in relation to consumer choice driven by either habits or rationality. If consumers are totally rational, then the global media and global corporations provide just information and knowledge. If consumers are influenced by habit then large corporations and global media can greatly influence consumer choice and create problems of self-control (Ainslie, 1992, Pico Economics: The Strategic Interaction of Successive Motivational States Within the Person, Cambridge University press, Cambridge). In this article, we provide a synthesis and integrated approach to this continuing debate. We provide a more institutional approach to consumer choice based on social conventions, rather than just on individual habits and lapses in self-control.     

Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion

This research examines the effects of social media brand–consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands. Results suggest that whereas interaction satisfaction positively influences both CLV and CIV, interaction immersion impacts both CIV and CKV. The authors identify social media strategies for brands related to interaction satisfaction and immersion that are based on the three types of customer value studied. The findings reported offer important managerial and theoretical implications with respect to the effects of discrete social media interactions on customer value creation.     

Loyalty to Social Ventures in Social Media: The Role of Social Cause Involvement,Identification, and Commitment

Recently, more social organizations are engaging in market transactions to achieve financial self-reliance. In today’s highly competitive market, it is imperative for such social ventures to bolster long-term support from their consumers through every possible point of access, such as social media. Given the importance of social media in enhancing customer relationships, this study examines factors that promote consumers’ loyalty toward social ventures, focusing on intentions to participate in cause-related activities and opinion-sharing behavior via social media. Data obtained from 304 US consumers confirmed that consumer involvement, identification, and commitment were key determinants of consumer loyalty in social media. The results also showed that the effect of involvement was mediated by identification and commitment. The findings suggest that social ventures should not only attract interested segments through social media, but also engage and enhance their sense of belonging and commitment.     

Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors. Findings indicate that consumer engagement behaviors (CEBs) have different potential for luxury brand cocreation depending on their intended audience, degree of applied effort and creativity, complexity of motivations, and dominant content creation style, but not on choice of social media platform. Luxury marketers can preserve their unique positioning in social media by offering top-quality visual content reinforcing the desired brand associations to (a) generate active and creative behaviors by influentials and (b) promote low-effort, high-virality behaviors by consumers motivated by less complex needs.     

The Influence of B to B Social Media Message Features on Brand Engagement: A Fluency Perspective

Purpose: Social media is increasingly drawing the attention and interest of business-to-business (B to B) organizations. Yet, B to B organizations remain cautious in their social media pursuits, in part based on a stated lack of understanding for best practices. The purpose of the current work is to take initial steps to address this challenge by identifying specific social media message features that influence online users’ engagement with B to B organizations.

Methodology/Approach: This work examines the Twitter feeds of the top 50 social B to B brands (as reported by Brandwatch in 2015) to examine the effects of message features (hashtags, text difficulty, embedded media, and message timing) on user engagement, captured in terms of Twitter likes and retweets.

Findings: We argue that message features that enhance fluency (e.g., images) should enhance engagement. In contrast, those that disrupt fluency (e.g., hasthags) should result in lower levels of engagement. Consistent with these predictions, we find that hashtags and text difficulty correlate to lower levels of engagement whereas embedded media in the form of images and video correlate to higher levels of engagement. Also consistent with the proposed fluency framework, we find that tweets from B to B organizations generate greater engagement on evenings and weekends.

Research Implications: This research applies a fluency lens to identify specific message features that influence online engagement. In doing so, it highlights fluency as a powerful construct for understanding the drivers of B to B social media brand engagement. More generally, this work suggests fluency as a valuable conceptual lens for developing effective B to B social media strategies. This research also speaks to the complexity of B to B social media strategies – organizations must go beyond content and platform decisions, to also consider the specific features of the message.

Practical Implications: Social media is becoming more and more important to B to B organizations and is as yet an underutilized engagement tool. The current work offers initial strategies regarding message features that business practitioners can incorporate into their content development strategies to strengthen engagement. Specifically, efforts should be made to attain high levels of fluency in B to B social media content development.

Originality/Value/Contribution of the Paper: The current work offers initial insights as to the importance of understanding not only how social media topics/content influence engagement, but also the influence of message features (e.g., hashtags, embedded media). In doing so, it highlights fluency as a novel conceptual lens for developing more effective B to B social media strategies. Finally, it draws on actual tweets from leading B to B brands to examine the proposed influence of message features on engagement.     

Social Shareholder Engagement: The Dynamics of Voice and Exit

Investors concerned about the social and environmental impact of the companies they invest in are increasingly choosing to use voice over exit as a strategy. This article addresses the question of how and why the voice and exit options (Hirschman 1970) are used in social shareholder engagement (SSE) by religious organisations. Using an inductive case study approach, we examine seven engagements by three religious organisations considered to be at the forefront of SSE. We analyse the full engagement process rather than focusing on particular tools or on outcomes. We map the key stages of the engagement processes and the influences on the decisions made at each stage to develop a model of the dynamics of voice and exit in SSE. This study finds that religious organisations divest for political rather than economic motives using exit as a form of voice. The silent exit option is not used by religious organisations in SSE, exit is not always the consequence of unsatisfactory voice outcomes, and voice can continue after exit. We discuss the implications of these dynamics and influences on decisions for further research in engagement.     

Advertising Creativity: The Role of Divergence Versus Meaningfulness

Creativity is seen as an essential component of advertising and is continuing to attract research interest. While there is widespread agreement on the value of creativity, there are two different perspectives on the key components of creativity. One perspective sees creativity as primarily divergence, containing elements of novelty, aesthetic representation, newness, and difference. The second includes, in addition to divergence, the concept of meaningfulness (or appropriateness or connectedness) to the consumer. This view argues that if an advertisement is not meaningful then it simply is not creative. We attempt to find some empirical resolution to this issue. Our findings indicate that divergence is indeed an important element of creativity. Meaningfulness, however, while certainly very important to ad effectiveness, appears to be a distinct and separate construct from creativity.     

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising,Advergames, and Advertising in Social Network Games

The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the player. In addition, theoretical models of advertising perception in digital games and issues regarding regulation are addressed. Directions for future research in the area of advertising in digital games are provided.