Cutting through the clusters: Applying a social networks approach to explaining brand-related social media content flow
Presented at the Interactive Marketing Research Conference. Amsterdam, The Netherlands, March 23-24.
Abstract: In the current highly fragmented (social) media landscape, brands must increasingly rely on their own consumers to reach out to new potential consumers. Taking a social networks approach, the current study examines patterns of consumer engagement with brands on social media, identifying the major clusters as well as key users and messages that are responsible for cross- clusters engagement and information flow. After identifying these clusters, we employ large-scale automated content and image analysis to (a) identify the social mediators, and (b) the content characteristics (i.e., media richness, concepts expressed & brand emphasis in images) and sentiment of messages that cut through clusters. Our initial findings suggest that content that gets mediated across clusters is generally less marketer-driven and less polished than traditional advertising, possibly grassroots-style. These results highlight the novelty, feasibility and value of the proposed approach to explaining brand-related content flow across clusters.
Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM
Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on (1) consumers’ perceived trust in the sponsored content creator and (2) attitudes toward the content creator and the sponsoring brand. An online experiment revealed interesting […]
Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews
Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more than advertising, brand content shared or created by consumers on social media may drive brand awareness and loyalty. Marketing researchers and practitioners are only recently […]