Leveraging social media-based determinants to build customer-based brand equity of a retailer

ABSTRACT

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Though tremendous opportunities via social media are alluring, businesses are still finding it hard to penetrate the clique of consumer interactions that are largely personal in nature. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in diverse fields, this study demonstrates how retailers can build customer-based brand equity using social media-based brand determinants. Using seemingly unrelated regression technique, this study examines how retailer brands can leverage consumer characteristics on social media to successfully integrate and capitalize on social media marketing activities. This research study has important implications for both marketing theory and practice.     

Engel's Law Reconsidered

Engel's Law expresses a negative stochastic association of the bivariate distribution of income and food share across a population. Among the many different definitions which can be found in the statistical literature four concepts are discussed and tested: Kendall's τ, quadrant dependence, stochastic decreasing conditional food share distribution function and decreasing regression. Only the last one is used in the economic literature, yet it does not imply useful information of the underlying distribution. For linking Engels's Law to micro-economics, stronger concepts of stochastic association are needed. This motivates the empirical study of the proposed alternative concepts of negative association.     

Antecedents to the Justification of Norm Violating Behavior Among Business Practitioners

This study investigates the role that moral identity, religiosity, and the institutionalization of ethics play in determining the extent of justification of norm violating behavior among business practitioners. Moral justification is where a person, rather than assuming responsibility for an outcome, attempts to legitimize ethically questionable behavior. Results of the study indicate that both the internalization and symbolization dimensions of moral identity as well as intrinsic religiosity and the explicit institutionalization of ethics within the organization are significant determinants of the moral justification of unethical behaviors.     

Cross-Country Evidence on Public Sector Retrenchment

This article reports the results from a survey of public sectoremployment retrench-ment episodes across a wide variety of developingand transition economies. The information collected and analyzedis primarily from internal World Bank documents and in-depthinterviews with World Bank staff having operational informationabout experiences in specific countries. Using the informationcollected on 41 retrenchment programs across 37 countries, thearticle analyzes the relationships between the factors leadingto retrenchment, the scope and nature of retrenchment, and themethods used to accomplish the retrenchment. The discussionof methods includes an analysis of the mix of involuntary andvoluntary employment reduction programs, the compensation schemesoffered, and the extent of targeting of specific types of workers.Although relevant quantitative information is limited, the articlealso attempts to evaluate the outcome of the programs on severaldimensions. The most striking findings relate to analysis ofthe factors leading a significant fraction of programs to rehireworkers separated from the public sector (thereby defeatingthe programs'objective). In addition, the article relates programcharacteristics to calculated summary financial payback indicatorsand to the nature of the labor market adjustment.     

Financialization and the rise in co-movement of commodity prices

Between January 2000 and June 2008, the FAO food price index rose by 96%. Besides the magnitude, the price rise was remarkable for the broad range of commodities affected; prices of agriculture commodities, energy, and metals all rose and fell together. These dramatic developments coincided with a massive inflow of investment in the commodities futures market, and the rise of commodities as an investment class. In this paper, I study causal links between the increase in the co-movement between commodity prices and financialization of the commodities futures market. I extract common factors from a group of 40 commodities using the PANIC method and include it in a factor-augment VEC model along with a proxy of financialization. Results show that financialization of the commodities futures markets can explain the recent rise in co-movement between commodity prices, after accounting for macroeconomic variables.     

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.