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

Purpose This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the develops a comprehensive typology of branded content media and tests for its effect on engagement. Design/methodology/approach A sample brand posts derived from official Facebook pages top corporate brands was double-coded using an elaborate coding instrument. Message operationalized three main strategies (i.e. informational, transformational interactional)...

Consumption of local food is a fast-growing trend supported by advocates and governments. This has also captured the interest researchers. The present study draws from foundational principles theoretical perspective helping behaviour with view to enhancing understanding why people buy food. article tests conceptual framework proposed relationships between constructs food-buying within Norwegian context. Local consumers in Troms County are surveyed, results indicate that empathic concern...

Brand posts are concise and recurrent updates created by brands sent out to their followers on social media. play a crucial linking role connecting customers fans daily basis. represent rich form of communication that convey various brand meaning experiences using multiple media formats. Despite this, however, have not been subjected formalized analyses in the literature. Accordingly, purpose this study is conduct analysis propose systematic framework categorize them. With aim, performed...

ABSTRACT This study examines factors moderating the relationship between individualism and word‐of‐mouth (WOM) transmission. The conceptual model is based on premise that high‐individualism consumers are highly driven by self‐enhancement motive when they transmit WOM change their willingness to provide perceived opportunity for self‐enhancement. results reveal more willing than low‐individualism in relation satisfactory consumption experiences (vs. unsatisfactory), unsolicited solicited),...

Purpose ChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being recent innovation, however, there lack of academic insight into its tangible applications in the marketing realm. To address this gap, current study explores ChatGPT’s application by mining social media data. Additionally, employs stages-of- growth model to assess state adoption organizations. Design/methodology/approach The collected tweets related and using...

Purpose – Marketing literature views word-of-mouth (WOM) as unidirectional communication in which consumers transmit either positive or negative messages based on their consumption experiences. Becoming visible online forums, however, are who engage WOM part of interactions with other consumers. This article aims to investigate a phenomenon frequently occurring these interactions: defend companies and brands against others' WOM. Design/methodology/approach The authors investigated the...

ABSTRACT Relevant literature recognizes that transaction‐specific and cumulative evaluations are different, but few empirical studies test how these differences might affect the link between product word of mouth (WOM). This study addresses this issue by assessing simultaneous effects perceived quality satisfaction on resulting positive WOM intentions for both types evaluations. Results reveal different factors drive depending context study. When consumers' related to a specific transaction,...

This study focused on differences between uses and users of sushi sashimi in Norway Japan. The was based a consumer survey that completed by representative sample 902 participants from 897 included questions about food consumption frequency, ways sourcing situational factors related to consumption. Participants also reported their knowledge about, attitudes toward, ambivalence sashimi, social acceptability consumption, domain-specific innovativeness, demographic characteristics. Differences...

Purpose The purpose of this study was to investigate how a consumer’s intention purchase premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach A 2 × between-subjects design (label: versus prior event: success failure type: hedonic utilitarian) on guilt implemented. Findings Following successful event, are lower for compared primarily utilitarian one. effect valid when consumers were looking buy both premium. In situation following failure, levels...

Brand posts are concise and recurrent updates created by brands sent out to their followers on social media. play a crucial linking role connecting customers fans daily basis. represent rich form of communication that convey various brand meaning experiences using multiple media formats. Despite this, however, have not been subjected formalized analyses in the literature. Accordingly, purpose this study is conduct analysis propose systematic framework categorize them. With aim, performed...

Several researchers emphasize the importance of consumer self-confidence in production word mouth (WOM). However, most focus has been on as a positive WOM predictor, and possible negative relationship between remains largely unexplained. Here, we aimed to elucidate possibility both effect production, attributed different dimensions self-confidence. Our results support this idea, demonstrating social confidence personal WOM. Furthermore, identify unique personality roots for each two that...

Purpose Previous research suggests that self-presentation causes people to have a reflective tendency produce electronic word-of-mouth (eWOM). Drawing on the theory of reflective-impulsive model (RIM), this paper aims examine whether also could motivate an impulsive eWOM. Self-monitoring is suggested as possible moderator in relationship between and eWOM production. Design/methodology/approach Data were collected based online survey members from consumer panel. The effective sample size was...

Purpose – This study proposes to examine how message strategy influences consumer behavioral engagement in social media. To this end, the develops a comprehensive typology of branded content media and tests for its effect on engagement.

Abstract The study examines the effects of dark triad traits (i.e., psychopathy, narcissism, and Machiavellianism) on positive word-of-mouth (WOM) intention for luxury products, moderating role others’ opinion divergence whether or not a consumer’s deviates from that reference group). An experiment with 208 respondents tested research hypotheses, shedding light in relationship between each three WOM intention. Results showed psychopathy is positively (negatively) related to presence...

This study examines the relationship between trust and pride their collective influence on sustainable consumption within fashion industry. We hypothesized that concrete marketing communications would enhance consumer trust, which in turn directly, indirectly via increased pride, encourage intentions. Through an experimental design involving 199 participants, we tested effects of versus abstract sustainability claims intentions such as word-of-mouth endorsement willingness to buy products....

Purpose The purpose of this study was to explore whether consumers' confidence in cooking skills related seafood differed across genders, and if such difference could be explained by the identity-relevance for men. Design/methodology/approach Survey data collected from a balanced sample 515 Norwegian consumers. Findings results showed that men (versus women) with high their have lower preference convenient solutions, indicating these may more reluctant use food products hinder outcome being...

Med sin enorme brukerbase har Facebook blitt en nødvendig og verdifull markedsføringsplattform for norske bedrifter. Særlig fremstår som viktig plattform å drive merkebygging. Men hvordan bør bedrifter tilnærme seg arena merkebygging? I dag baserer mange Facebook-aktivitet på normative antakelser om hva er det «riktige» gjøre. Formålet med denne artikkelen bidra mer forskningsbasert forståelse av markedsføring Facebook. Gjennom analyse tre strategier merkebygging, igjen utledes til konkrete...