Managing Brands in the Social Media Environment

The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand's performance substantially. Literature about social media's impact on brands is evolving, but lacks a systematic identification of key challenges related to managing brands in this new environment. This paper reviews existing research and introduces a framework of social media's impact on brand management. It argues that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks. Firms need to pay attention to such consumer-generated brand stories to ensure a brand's success in the marketplace. The authors identify key research questions related to the phenomenon and the challenges in coordinating consumer- and firm-generated brand stories.     

Understanding consumers’ multichannel choices across the different stages of the buying process

This article provides a more integrative approach toward channel choice than previous research by considering all stages of the buying process (search, purchase, and after-sales), and by taking channel attributes, experience, and spillover effects into account when examining consumers?? channel choice intentions. The authors show that such an integrative perspective is important as channel attributes, experience, and spillover matter for consumers?? channel choices in all stages of the buying process. Notably, the study stresses the importance of channel experience and spillover effects for explaining consumers?? channel choice intentions in the different stages of the buying process. Channel experience effects occur when using the channel increases the likelihood that the consumer will use the very same channel on the next occasion. Spillover effects result when the likelihood of using a channel in one stage of the buying process affects the likelihood of choosing that channel in another stage. The results show that both effects influence consumers?? channel choice intentions over and above channel attributes. Importantly, the model results strongly pledge for studying attribute, experience, and spillover effects simultaneously.     

Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can place brand posts (containing videos, messages, quizzes, information, and other material) on these brand fan pages. Customers can become fans of these brand fan pages, and subsequently indicate that they like the brand post or comment on it. This liking and commenting on brand posts reflects brand post popularity. In this article, we determine possible drivers for brand post popularity. We analyze 355 brand posts from 11 international brands spread across six product categories.Results show that positioning the brand post on top of the brand fan page enhances brand post popularity. But the findings also indicate that different drivers influence the number of likes and the number of comments. Namely, vivid and interactive brand post characteristics enhance the number of likes. Moreover, the share of positive comments on a brand post is positively related to the number of likes. The number of comments can be enhanced by the interactive brand post characteristic, a question. The shares of both positive and negative comments are positively related to the number of comments. Managers of brands that operate brand fan pages can be guided by our research with regards to deciding which characteristics or content to place at brand posts.     

Labor Force and Welfare Program Participation: The Effects of Welfare

A bstract This research examines the quantitative impacts of welfare program characteristics and individual characteristics on both the labor force and welfare participation decisions of low-income females with children . The participation decisions are estimated jointly as a bivariate probit model using data derived from the U.S. Census Bureau's Current Population Survey for the years 1979 to 1990, inclusive. These data allow the estimation of the precise behavioral impacts of welfare. The main empirical findings are that effective welfare guarantee levels and the effective welfare tax rate on unearned income both significantly affect the probability of labor force and welfare program participation, but that such impacts are very small in magnitude. Implications for policy are discussed.     

Child Welfare Allocations: State-level Estimates of Effective Guarantees

Welfare grants in the United States very from year to year and from state to state. Actual grants are very different from stated nominal levels of support for two reasons. First, grants are reduced for income. Second, not all qualified families receive welfare. Some do not apply. Others are discouraged, wrongly denied, or poorly counselled. The actual level of welfare support per child is estimated herein at the state level for single female household heads for each year from 1979 to 1990. A tobit estimation technique is employed to account for the probability of not receiving welfare when otherwise qualified.     

Welfare and the family size decision of low-income,two-parent families

This study determines the increase in family size given an increase in the per child welfare benefit for a family with children in the US. The family size decision was modeled as a discrete choice decision. Data were obtained from the 1980-91 March Current Population Surveys of the US Census Bureau on 13,516 low-income, nonmilitary, non-farm, two-parent families with at least one dependent child. Low income was any amount under twice the official poverty level. Parents were limited to ages 18-40 years. Alaska and Hawaii were excluded. The data sets for 1979-90 were pooled. The sample included 10% Blacks and 27% receiving some amount of welfare. Average ages were 28.9 years for mothers and 30.8 years for fathers. The average number of children was 2.43. Findings from the ordered probit model indicate that education had a negative impact on family size, and age and race had positive impacts. Wages did not have a significant effect. The state unemployment rate and the average state income had negative effects. Unearned income had a small but significant effect on family size. The marginal welfare benefit had a positive impact. Findings reinforce the wealth hypothesis, that wealthier societies have smaller family sizes. Family size declines with increases in wages and education, which reflect increases in opportunity costs for time. Family size increases with age, as rearing children is labor-intensive. Family size increases with unearned income and welfare benefits that make childbearing affordable. It is argued that poor people in developed societies behave more consistently like poor people in developing countries. A 100% increase in the per child welfare benefit resulted in a 2% increase in the number of children. The policy implication is that a considerable increase in welfare benefits will have only trivial behavioral impacts for the poor on family size decisions.     

Einsatzmöglichkeiten der Matching Methode zur Berücksichtigung von Selbstselektion

Zusammenfassung Häufig ist es von Interesse, den Effekt der Teilnahme an einer Massnahme auf eine Ergebnisvariable zu untersuchen. Um jedoch eine Kausalität adäquat evaluieren zu können, müssen Selbstselektionseffekte berücksichtigt werden. Hierfür wird die Matching Methode vorgeschlagen. Bei der Matching Methode besteht das Ziel darin, durch die Bildung von Paaren von Teilnehmern und Nicht-Teilnehmern den Effekt der Teilnahme an einer Massnahme auf eine Ergebnisvariable zu bewerten. Dieser Beitrag stellt unterschiedliche Varianten der Matching Methode vor und vergleicht diese. Der Beitrag zeigt damit, wie bei betriebswirtschaftlichen Problemen Selbstselektionseffekte angemessen berücksichtigt werden können. JEL classifications C40, C21, M31     

The interrelationships between brand and channel choice

We propose a framework for the joint study of the consumer’s decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions within each of these areas. We then discuss methodological issues pertaining to the use of experimentation and econometrics. Our framework suggests that brand and channel choices are closely intertwined, and therefore studying them jointly will reveal a deeper understanding of consumer decision making in the modern marketing environment.     

Influence of perceptual metrics on customer profitability: The mediating effect of behavioural metrics

Accountability of marketing actions is a topic of ongoing interest. In accordance with the growing importance of the subject, a multitude of customer metrics has been developed intended to measure and value marketing investments and link their returns to financial results and performance. Managers widely acknowledge the need for quantitative measures of marketing performance but now face the challenge of deciding which metrics to measure and how to interpret them. One of the main difficulties lies in the interdependencies of metrics. Those interdependencies may lead to serious misinterpretation and have been widely neglected in the existing literature. Therefore, this study empirically tests if the influence of customer perceptual metrics (for example, customer satisfaction) on customer profitability persists when customer behavioural metrics are considered. We use data from a large European financial service provider. Our findings support the relevance of mediating effects of customer behavioural metrics (for example, cross-selling ratio) on the relationship between customer perceptual metrics and customer profitability. The article contributes significantly to the body of knowledge about interdependencies between different customer metric combinations by considering direct and indirect links, testing for mediator effects, and evaluating their impact on customer profitability.