Top PDF Media brand loyalty through online audience integration?

Media brand loyalty through online audience integration?

Media brand loyalty through online audience integration?

Media brand loyalty through online audience integration? Juliane A. Lischka 1 Abstract This chapter discusses the question of whether audience members become loyal toward a media brand when sharing, liking or commenting on online media content – or are loyal readers more inclined to write comments on online articles or to like and share them? The aim is to answer this chicken-egg causality dilemma of the audience integration-loyalty relationship on a theoretical basis. Therefore, the concept of attitude-behavior consistency, the theories of reasoned action and planned behavior, involvement theory, uses and gratifications theory, and current research are reviewed. In conclusion, audience integration can be defined as behav- ioral dimension of loyalty and affects gratifications obtained that determine satis- faction, which in turn determines loyalty and future gratifications sought. Keywords: Audience, audience participation, online distribution, loyalty, satisfac- tion, branding, uses and gratification, involvement, media, Facebook
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The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya

The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya

The internet has become a human lifestyle. Many business people took advantage of this opportunity to market their business by using social media marketing strategy on Facebook or Instagram. Activities in the online brand community on social media platforms could build consumer perceptions of a brand inside the online world and would form a belief in the brand that ultimate to loyalty. Therefore, social media marketing must be known for its effectiveness. This study aims to determine the influence of the online brand community on online perceived brand reputation, brand trust, and brand loyalty at cafes in Surabaya. The method used in this study is quantitative by spreading the questionnaires to 240 respondents of college students both online and offline. The research using purposive sampling technique and the sample used in this research is the consumers of De Mandailing Cafe & Eatery, Panties Pizza, and Warunk Upnormal in Surabaya where the three cafes are considered to represent the whole cafes with the same quality, consumers, service system, and price range. From the results of this study, it can be concluded that online brand community has a significant impact on brand loyalty through online process perceived brand reputation and brand trust.
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Consumers in an online brand community: uses and gratifications, social capital, and brand loyalty

Consumers in an online brand community: uses and gratifications, social capital, and brand loyalty

Online brand communities are “a specialized, non-geographically bound community based on a structured set of social relations among admirers of a brand” (Muniz & O’Quinn, 2001, p. 412,). The fast growth of this type of social media has been spurred on by consumers and apparel retailers. Through specialized interaction among consumers, brand communities provide information about pre-purchases, purchases, and follow-ups regarding products and services to consumers (Jan, Olfman, Ko, Koh, & Kim, 2008). In addition, brand communities work for retailers to increase consumers’ loyalty toward brands as impacted by consumers’ enhanced relationships with, attitudes toward, and actions related to brands (Muniz & Schau, 2005; Füller, 2008;). Brand communities increase consumers’ brand knowledge (Brown, Kozinets, & Sherry, 2003) and word-of-mouth advertising outside online brand communities (Brown, Broderick, & Lee, 2007). However, not all online brand communities are successful at generating consumer interactions and increasing brand loyalty. The biggest challenge of retailers is the facilitation of conversations or social interaction for creating knowledge sharing among members and then maintaining consumer interest to continue participation in the online brand community.
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Factors Affecting Brand Identification and Loyalty in Online Community

Factors Affecting Brand Identification and Loyalty in Online Community

Many scholars proposed the different definitions of online community. Armstrong and Hagel [4] defined that online community gathers people and let them trust each other from interaction continually. The human commu- nication and information sharing by Internet and elec- tronic media is a burgeoning society phenomenon [5]. When Internet users having common interest of emotion, they will exchange information and establish interper- sonal relationship through participating discussion [6,7]. After interpersonal relationship being built, the people have common willing are forming Internet virtual society organization based on obligation and common objective [8]. Community members communicate with each other for obtainment common opinion, sharing common value, and developing continual relationship [9]. Armstrong and Hagel [4] proposed virtual community resources should include brand, customer relationship and content.
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The Relationships Between Uses And Gratifications In An Online Brand Community And Brand Loyalty

The Relationships Between Uses And Gratifications In An Online Brand Community And Brand Loyalty

Moreover, online brand communities not just with customers, but engage with anyone interested and active in their market across all the internet activity such as discuss topic about hated and loved brand for aficionados with no distance or time restriction (Paschen, J et. al., 2017). In many cases, online brand communities become a powerful socio-economic phenomenon; strengthen the brand itself, giving the brand a face, a shape, a story (Arnould & Thompson, 2005). Because of the true benefits of the internet and social media, web-based evolution of online brand communities have become an efficient marketing and branding tool where it can overcomes time and space constraints, and to develop a relationship between the customer and brand (Anderson, 2005; McAlexander & Schouten, 2002).
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Using Social Media to Increase Consumer Loyalty to a Brand

Using Social Media to Increase Consumer Loyalty to a Brand

We have a much more detailed client communications plan for when something goes wrong than what we had before and a lot of times unfortunately, I mean it's always a good idea to have a plan, but until it happens, especially with social media you don't really know what the red flags are going to be and what the dangerous zones are. So we kind of aired on the side of just saying everything on facebook and if you're going to air on a side it's probably a better side than to say nothing, especially with our clientele. One thing that doesn't work is to try and impress upon people that you're having a bad day too, so while they can't run their business you've got 300 people who are trying their best to help people out and they are dealing with angry customers all day long and they have been doing it for four days... Nobody cares about any of that. At first we thought, well we got yoga and pilates clients maybe they'll be more willing to understand, no not really. Maintaining a professionalism is paramount for a company during a crisis. You have to be really careful because not only is your intended audience looking at you on facebook, but so is your competition, so it's very much an open, unguarded conversation and to protect the security of your company depending on what you do to protect your reputation you have to take as much sensitive information because you don't put it on facebook and you have to take the touchy conversations offline as much as you can and you have to have someone monitoring it all the time."
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Factor model of social media marketing effect on brand loyalty

Factor model of social media marketing effect on brand loyalty

Social media marketing involves targeting the target audience through social networks by creating content that matches the interests of a particular user group and fits into the specifics of the functioning of a particular social service. The main goal of the company is to develop an effective strategy that will optimize its activities in the social network, using the best tools for attracting users and building sustainable communication on a long-term basis, with the effective use of available financial and human resources. A company to ensure competitive advantages in social networks should analyze the specified environment and respond promptly to changes in user behavior, the introduction of innovative digital marketing technologies, transformation into relevant services through the implementation of appropriate marketing decisions.
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Building the dream online: Does participation in luxury brand's social media affect brand experience, brand affect, brand trust, and brand loyalty?

Building the dream online: Does participation in luxury brand's social media affect brand experience, brand affect, brand trust, and brand loyalty?

separate but correlated exogenous latent variables. The study found no evidence that the level of activity in participation influenced brand experience or the brand affect/trust-loyalty chain. The study could not provide information on respondents involvement or identification with the SMBBC, thus it is impossible to contemplate whether the findings were in line with prior research suggesting that active participation results in higher level of involvement and identification with the community, and stronger emotional ties, which may increase loyalty (Algesheimer et al., 2005; Casaló et al., 2008). However, findings from other studies have contested the dominant understanding of the importance of high interactivity. According to Zhou et al. (2012), community commitment does not necessarily translate into brand commitment, and according to de Valck et al. (2009) active participation may not influence community impact on consumer’s decision-making. This may indicate, that bonding, identification, and commitment with SMBBCs may have a minor role in the development of consumer-brand relationship. Moreover, the findings were in line with Hartmann et al. (2015), who argue that vicarious consumption plays as important role in online communities as interactive participation. In fact, the effect of passive participation was somewhat stronger than active participation in the present study. To conclude, the findings might have been somewhat different with more sophisticated measurement scales.
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How Consumers' Brand Loyalty Would Be Influenced in Social Media Based Brand Communities

How Consumers' Brand Loyalty Would Be Influenced in Social Media Based Brand Communities

The measures of all the constructs in the model were based on the previous literatures. The scales to measure brand satisfaction were adopted from previous audience studies (Grace & O’Cass 2005; Fullerton 2005; Garbarino & Johnson, 1999; Heitmann et al., 2007, Yi & Suna, 2004; Ha & Perks, 2005; Lyer & Muncy, 2005; Lin, Wang, & Hsieh, 2003; Methlie & Nysveen 1999; McAlexander, Kim, & Roberts, 2003), but we made slight modifications to better suit the context of our study, which consists of 6 items. The scale to measure brand trust was drawn from the literature (Hsteh & Hiang 2004; Caceres & Paparoidamis 2007; Ballester & Aleman- Munuera 2001; Dixon, Bridson, Evans & Morrison 2005; Chaudhuri & Holbrook 2001). The modified scale consists of 6 items. The scales to measure brand loyalty were adapted from previous studies (Grace & O’Cass 2005; Algesheimer, Uptal & Herrmann, 2005; Fullerton, 2005; Heithman, Lehman, & Herrmann, 2007; Hess & Story, 2005; Johnson, Herrmann, & Huber, 2006; Sierra & McQuity, 2005; Zeithaml, Berry, & Parasuman, 1996). The modified scale consists of 11 items. We derived a 6-item measure from Yoo and Donthu (2005) to measure participants’ cultural orientations. The level of shopping experiences was measured by one item developed by Chiu et al. (2009), but slightly modified to suit the context of our study. All items were 5 point Likert-type scales except for the items measuring level of shopping experience. 3.3 Research Models
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How Does Social Media Interactivity Affect Brand Loyalty?

How Does Social Media Interactivity Affect Brand Loyalty?

With the emergence of social media, the evidence has been increasing that our understandings of perceived interactivity on SNS need to be updated. For example, the level of interaction in virtual communities was proven to influence consumers’ commitment to the community [35]. Wang, Yu and Wei (2012)[36] demonstrated that peer communication and socialization by means of social media influences not only the community members’ product attitudes directly, but also their purchase intentions indirectly. In the study, perceived interactivity was investigated in the context of virtual communities on SNS. It is believed that the level of such perceived interactivity in social media use is definitely different from what is experienced on websites. As Tremayne (2005) [37] suggested, it is necessary to manipulate interactivity by varying the nature of the dimensions involved according to a specific online medium or website. Thus, perceived interactivity was adopted in the study without considering communication and control constructs, and defined as the users’ perception of interactivity in the brand community on SNS. This is because the difference in communication and control is quite limited in the context of virtual communities on SNS. To explicitly draw the distinction between social- media-influenced interactivity and website interactivity, we propose the concept of “social media interactivity,” which includes not only responsiveness, but also two new dimensions that consider the salience of social media, namely social influence and media richness. Both of these dimensions are critical features in which social media users are highly interested when they interact with virtual communities on SNS.
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De invloed van social media op brand loyalty : “Brandpages: Van Like naar Loyalty”

De invloed van social media op brand loyalty : “Brandpages: Van Like naar Loyalty”

Een volgende consequentie van brand loyalty is de WOM intentie. Bij de Facebook groep zagen we al dat brand loyalty de meest significante correlatie had met WOM intenties. Bij de niet FB groep zien we ook een significante correlatie, maar deze is niet zo sterk als voor de Facebook groep. Een mogelijke reden hiervoor kan zijn dat mensen sneller geneigd zijn via Facebook om vrienden en kennissen op de hoogte te stellen van een merk dat ze leuk vinden. Het merk of de brandpage is met slechts één klik te delen en aan te bevelen, waarbij de niet FB groep meer moeite moet doen om tot WOM over te gaan. Dit komt overeen met de resultaten uit de studie van Broderick, Brown & Lee (2007) die stellen dat online WOM makkelijker en sneller verloopt dan de traditionele face-to-face WOM.
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Brand Loyalty on social media - can images make you more loyal?

Brand Loyalty on social media - can images make you more loyal?

online setting it is very important to stay reliable from a company’s perspective as touch points like physical contact from employees are not present. Brand awareness Brand awareness is an important factor when it comes to service brand management, as it is vital for companies to differentiate themselves in order to stay competitive. If the consumer can identify the brand under different conditions, a company has strong brand awareness. Consumers should be able to identify various brand elements like the brand name, logo, symbol, slogan, character and packaging under different conditions as well. Hence, brand awareness is related to how aware the consumers are about the brand in their mindset (Keller, 2013). According to Keller (2013), brand awareness both has depth and breadth. Depth describes whether the consumers can recognize or recall the brand, and breadth describes the variety of situations in which the brand comes in mind; situations like purchase and consumption (Keller, 2013). Overall, brand awareness is about customers being able to recall or recognize a brand (D. A. Aaker, 1991). A brand with high levels of recognizability can be categorized as being a strong brand and will have influence on customer’s choice of service or product (Kimpakorn & Tocquer, 2010). An effective communication and presentation of the brand contributes directly to brand awareness because customers are more likely to recall a brand through different cues (Berry, 2000). Therefore, it is important for companies to attract consumers' attention by building strong brand awareness. Managers also need to make this a priority in order to stay competitive on the market (Balaji, 2011). Balaji (2011) advocates that one of the first steps in building brand equity is brand awareness because brand awareness creates familiarity and increase consumer trust which result in an attraction and willingness to purchase from a consumers point of view. Consumers tend to not trust the quality of an unfamiliar brand and are more likely to ascribe positive quality value to brands with greater awareness and familiarity (Balaji, 2011). Brand awareness helps the brand by creating value, by creating and maintaining awareness, consequently generating brand loyalty (D. A. Aaker, 1991).
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Early Career Victorianists and Social Media: Impact, Audience and Online Identities

Early Career Victorianists and Social Media: Impact, Audience and Online Identities

to these new agendas in research assessment and external funding. And it is no longer a possibility but a very real likelihood that selection committees and appointment panels will Google the names of applicants. Rather than a drunken photo on a Facebook profile with inadequate privacy settings, how much better to discover a well-crafted online identity? Appropriate use of social media can help to make the right impression before setting foot in an interview room, setting you apart for all the right reasons. N D V ist brand are instantly recogniseable and speak to his dual expertise in history and digital humanities. D , by contrast, offers a range of attractive skills and interests
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CUSTOMER BRAND ENGAGEMENT ON ONLINE SOCIAL MEDIA PLATFORMS

CUSTOMER BRAND ENGAGEMENT ON ONLINE SOCIAL MEDIA PLATFORMS

The data collection procedure comprised two stages - a pilot study to pretest the survey instrument and a full-scale field study. During the pretest a self-administrated online questionnaire was created on an online survey tool Qualtrics 3 and distributed to a number of selected web forums. A total of 57 responses were collected. The results of the pilot test have been used for reviewing and refining the questions. The full-scale questionnaire has also been launched online and distributed using various web tools such as email, social networking platforms (e.g. Facebook) as well as various international forums. The questionnaire comprised a few basic parts. It started out with an introduction to the survey and a screening question, to make sure that only those, who have a Facebook account, participate in the survey. Further questions were related to the usage of and perceptions about Facebook, such as involvement, participation, ease of use and telepresence as well as three control variables (customer goals, resources and perceived cost/benefit). In order to get to the next part of the questionnaire the participants had to state whether they are fans of any of food or drink brands on Facebook, which then allowed to divide the total sample (N) into two major groups – 1) respondents who are fans of at least one food or drink brands on Facebook (N1); 2) respondents who are not fans of any food or drink brand on Facebook (N2). The respondents in the first group were then asked about their engagement with a certain brand of their choice on Facebook as well as the ongoing relationship with that brand and future intentions related to loyalty and recommending the brand to others. A list
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The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

dilakukan dengan mengamati setiap unggahan official account Indosat Ooredoo baik di Instagram, Twitter dan Facebook pada bulan Oktober 2018 – Maret 2019 untuk mendapatkan gambaran secara jelas mengenai objek penelitian, seperti bagaimana bentuk dan intensitas interaksi yang terjadi. Selain itu, mendistribusikan kuesioner pada pelanggan IM3 Ooredoo di Instagram, Twitter dan Facebook yang memenuhi kriteria sampel yang disesuaikan dengan objek penelitian. Pendistribusian kuesioner menggunakan link dan partisipan berbeda pada setiap media sosialnya. Penulis juga melakukan wawancara tidak terstruktur secara online dengan beberapa pengguna Indosat Ooredoo yang telah berpartisipasi mengisi kuesioner dan beberapa anggota komunitas yang tergabung dalam IM3 Ooredoo Squad serta mengkaji berbagai sumber yang berhuhungan dengan objek penelitian seperti laporan akhir tahunan Indosat Ooredoo 2015 – 2018, hasil survey APJII tahun 2018, serta sumber-sumber lain, seperti artikel ilmiah dari research gate dan slide share, artikel majalah MSI dan artikel surat kabar/situs tekno kompas, merdeka, seluler.id, dan lain lain. Selain itu, penulis membaca literatur, buku, serta jurnal ilmiah, yang berkaitan dengan permasalahan, baik secara online maupun offline (fisik).
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The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda

The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda

For managerial implications, the results indicated that marketing practitioners should imbue brands with a congruent product-brand user image and self- expression benefits for consumers to feel associated with the brands, contributing to brand loyalty. This study also suggests that brand managers, advertisers and companies should focus on brand self-relevance attributes in their brand loyalty strategies to reinforce the brand’s presence and benefits in the minds of the customers. Moreover, brand managers need to recognise the brand relationship of the consumers and the brand as it is an important predictor of brand loyalty. By creating positive and strong emotion and symbolic bond between the consumer and the brand, customers start to perceive the brand to be significant to their self; they view the brand as unique and relevant to their lifestyle and personalities. Overall, the brand makes them feel better about themselves as well as feel good using the brand. This action will then lead to the contribution of customers’ brand loyalty. Customer-brand relationship can be fostered through online applications such as becoming members in Facebook and Twitter. The social media today plays a significant role in building relationship with consumers as well as in updating a brand’s benefits, news and products.
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Heineken in the House: Improving Online Media Reputation through Featuring a Sponsored Brand Community

Heineken in the House: Improving Online Media Reputation through Featuring a Sponsored Brand Community

This study provides insights into the influence of brand community sponsoring on social media on an organization’s online media reputation. Although previous research has found that online levels of engagement are positively related to the perception of an organization’s reputation (Dijkmans et al., 2015), this research solely found that to be true for Twitter. This might be due to the fact that hashtags are less used on Facebook and Instagram (Albu, Etter, 2016). Furthermore, there are various motivations for retweeting, including: “to publicly agree with someone”, “to validate others’ thoughts” or “as an act of loyalty or friendship” (Boyd, Golder, Lotan, 2010). However, in contrast to Twitter, Facebook and Instagram offer a comment option, which allows for a dynamic expression of thoughts and feelings without any restrictions. For the threshold to post a negative comment would be higher with retweets than with comments, this could elucidate the lower negativity levels on Twitter.
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Online Communities: Influence on Members Brand Loyalty and Purchase Intent

Online Communities: Influence on Members Brand Loyalty and Purchase Intent

The uses and gratifications theory is built around the idea that audiences are active and goal oriented, not just passive recipients of information. The need to link gratification and media choice rests with the individual who ultimately has a variety of alternative options of need satisfaction available. Gratification can be described as a positive emotional response to having ones desires or goals fulfilled. Using gratification as measure of success while researching online communities it is possible to identify how members’ use of online communities can influence their brand loyalty and intent to purchase. Gratification can be difficult to measure because it is in large part an emotion in which each user will experience at different levels (Sangwan, 2005).
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Branded Media Text as Communicative integration Model of Interaction with Audience

Branded Media Text as Communicative integration Model of Interaction with Audience

and the determination of responsibility for the final decision-making in the production of media products. Theoretical grounds undoubtedly need the development of conceptual and practical methods and their testing to evaluate the productivity of an integrative approach to the production of media texts that are required by the consumer. The mass media cannot abandon the fundamental principle of its production (journalistic text), but they either cannot neglect the issues of profitability of production. The problem can be solved only experimentally, taking into account trial and error analysis, as well as analyzing statistics obtained in the modeling of hybrid media text variants. At the same time, one should also take into account the main trend, which is the development of the digital economy and the fact that the media industries can only progress in line with economic rationalism and more complex market relations. The introduction of a wide range of economic concepts and criteria (e.g. brand, brand-building, branding, customer orientation, efficiency and profitability of production, media text, etc.), focused on a pragmatic and economical approach to the production of media products, plays a significant role here. It will also be necessary to introduce methods for training in economic modeling of media products in order to adjust the ideological principles and self-consciousness of the journalist, aiming at the functional and effective action plan, whether in relation to the collection of material for a media project, or at the time of creative inspiration, when the creation, concept and form of the integration process occurs. An important aspect on the way of reforming is the formation of staff relations in the editor’s office, which should start from the study and comparison of related concepts as "consideration of media user needs" and "customer-oriented approach", which can serve as a valuable addition in the work with the mass media audience. The main problem of mass media is that the target audience always remained blurred not personalized. But the digital age requires new characteristics of participants in mass communications.
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Examining the benefits of audience integration: Does sharing of or commenting on online news enhance the loyalty of online readers?

Examining the benefits of audience integration: Does sharing of or commenting on online news enhance the loyalty of online readers?

latent users and involves no quality management costs, disestablishing sharing features is not reasonable. However, before commenting is blocked due to small loyalty effects, the consequences of abandoning commenting features have to be assessed. First, the value of reading comments for the online audience has to be evaluated. According to Springer, Engelmann, and Pfaffinger (2015) comment reading is related to cognitive and entertainment motives and can provide readers with additional information to form opinions or increase entertainment value, e.g. for lurkers, which in turn may increase satisfaction and loyalty. In Yoo’s (2011) study, interest in other people’s opinions motivates comment reading that enhances the entertainment value of a news outlet. Second, as discussed by many scholars, the commenting feature possesses a democratic function as an instrument for establishing a reader dialogue and is a sign of appreciation of the readers’ views. The lack of commenting possibilities may be interpreted as sign of depreciation by readers “as though online newspaper audiences are increasingly accepting and even appreciative of the role they play” in participatory journalism (Marchionni 2013, 267). Third, interactivity between readers and engagement in content makes journalism more meaningful to the audience (Chung and Nah 2009) and generates a thirst for engagement in public affairs (Canter 2013) and thus provides important functions to society.
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