1,720,975 research outputs found
How social media impacts brand value: the mediating role of customer satisfaction
Full text linkThe growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and collect a unique dataset that combines social media data from Facebook, Twitter, and YouTube with customer satisfaction, brand value, and advertising expenses. We find that user-generated content has a stronger effect on customer satisfaction than marketer-generated content. We also find that YouTube is the most effective platform for user generated content. Interestingly, we find that the effects of marketer-generated content depend on the brand’s corporate reputation. In other words, more reputable brands can leverage their marketer-generated content more effectively
Multiple time series analysis for organizational research
Full text linkWhile multiple time-series analysis (MTSA) is a well-established method in economics, marketing, and finance, few studies have applied MTSA in organizational research. With the growing availability of data sources that contain detailed time-series data and the increasing importance of longitudinal designs, we argue that MTSA blends well with organizational research. We exemplify the possible applications of MTSA to the topics of social media, innovation, ambidexterity, and top management teams. We illustrate the state-of-the-art MTSA technique – Vector Autoregressive (VAR) model – by explaining the key methodological steps needed to estimate and interpret the results and providing a software tutorial in R and STATA. In line with the rising popularity of social media data, we employ a dataset that combines public social media data from Facebook with corporate reputation data from a private data source. We conclude with a discussion on the applicability, limitations, and extensions of MTSA for academics and practitioners
Modeling the relationship between firm and user generated content and the stages of the marketing funnel
Full text linkWhile research has successfully linked social media to separate customer metrics, an in-depth conceptual and empirical understanding of how social media affects the stages of the marketing funnel is currently lacking. We draw on extant theories of consumer information processing and source credibility to conceptually link and contrast the relationships between firm generated content (FGC) dimensions of neutral valence, positive valence and vividness, user generated content (UGC) dimensions of volume and valence and the marketing funnel stages of awareness, consideration, purchase intent and satisfaction. Using daily aggregate brand-level data for 19 brands across seven industries, our analysis shows that UGC dimensions have a stronger relationship with awareness and satisfaction while FGC dimensions are more effective for consideration and purchase intent. Specifically, we observe that FGC vividness has the strongest relationship with consideration and purchase intent, while UGC valence dominates UGC volume for these stages. Our results also show that brands with higher corporate reputation have stronger relationships between dimensions of FGC and the marketing funnel stages. Findings by consumption category show that UGC and FGC dimensions have larger positive relationships with awareness for durables and non-durables, and with consideration, purchase intent, and satisfaction for services. Thus, overall, our study offers critical managerial insights into social media marketing regarding how to leverage both FGC and UGC in managing the marketing funnel and brand reputation
How main street drives Wall Street: customer (dis)satisfaction, short sellers, and abnormal returns
Full text linkAlthough previous studies have established a direct link between customer-based metrics and stock returns, research is unclear on the mediated nature of their association. The authors examine the association of customer satisfaction and abnormal stock returns, as mediated by the trading behavior of short sellers. Using quarterly data from 273 firms over 2007–2017, the authors find that short interest—a measure of short seller activity—mediates the impact of customer satisfaction and dissatisfaction on abnormal stock returns. Customer dissatisfaction has a more pronounced effect on short selling compared with customer satisfaction. In addition, customer satisfaction and dissatisfaction are more relevant for firms with low capital intensity and firms that face lower competitive intensity. The results show that a one-unit increase in customer satisfaction is associated with a .56 percentage point increase in abnormal returns, while a one-unit increase in customer dissatisfaction is associated with a 1.34 percentage point decrease in abnormal returns
Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
Full text linkAs customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers
Is Investing in Social Media Really Worth It? How Brand Actions and User Actions on Social Media Influence Brand Value
Full text linkAlthough previous studies have documented a positive link between traditional media and brand performance, how social media is related to brand value has not yet been comprehensively explored. We propose a conceptual model to address this research gap, collecting a unique data set that captures information on user and brand actions on three social media platforms (Facebook, Twitter, and YouTube), word-of-mouth, and brand value for 87 brands in 17 industries. We empirically test our model with partial least squares path modeling (PLS-PM). First, we test the direct effects and find that user actions on YouTube and brand actions on Facebook have a positive influence on brand value. Second, we enrich our model by
including word-of-mouth as a mediator, finding that the effect of social media goes above and beyond pure word-of-mouth
spread. We test for alternative models, by first accounting for sample heterogeneity and second by including brand strength as
a control variable, finding that the main model results’ are indeed robust. Our study demonstrates that making use of social
media positively relates to brand value, as well as validates a set of objective metrics to measure social media actions, thus
advancing knowledge on social media marketing for both academics and practitioners
An empirical investigation of the antecedents of partnering capability
No full textIn this paper, we propose a new approach to evaluating firms’ Partnering Capability. While previous
research treats Partnering Capability as an exogenous factor, we take into account its antecedents and
thus conceive it as endogenous. Our motivations are driven by the fact that firms ex-ante evaluate their
partners by assessing their Partnering Capability. We focus on departmental integration, customer ser-
vice, and economic and operational performance as key antecedents of Partnering Capability. Our em-
pirical findings show that Partnering Capability is directly induced by operational performance and de-
partmental integration. In addition, customer service along with departmental integration generates a
chain of indirect effects due to economic and operational performance. Finally, we investigate the im-
portance-performance matrix analysis (IMPA) that further identifies the managerial levers to enhance
Partnering Capability
Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media
No full textAlthough research has examined the social media–shareholder value link, the role of consumer mindset metrics in this
relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/
diagnosticity perspective, the authors hypothesize varying effects of owned and earned social media (OSM and
ESM) on brand awareness, purchase intent, and customer satisfaction and link these consumer mindset metrics to
shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data for 45 brands in 21 sectors using
vector autoregression models, they find that brand fan following improves all three mindset metrics. ESM engagement
volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative
valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction
but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase
intent for high involvement utilitarian brands and for brands with higher reputation, implying that running a socially
responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect
shareholder value
Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool?
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Using online data and network-based text analysis in HRM research
Full text linkPurpose The purpose of this paper is to propose new directions for human resource management (HRM) research by drawing attention to online data as a complementary data source to traditional quantitative and qualitative data, and introducing network text analysis as a method for large quantities of textual material. Design/methodology/approach The paper first presents the added value and potential challenges of utilising online data in HRM research, and then proposes a four-step process for analysing online data with network text analysis. Findings Online data represent a naturally occuring source of real-time behavioural data that do not suffer from researcher intervention or hindsight bias. The authors argue that as such, this type of data provides a promising yet currently largely untapped empirical context for HRM research that is particularly suited for examining discourses and behavioural and social patterns over time. Practical implications While online data hold promise for many novel research questions, it is less appropriate for research questions that seek to establish causality between variables. When using online data, particular attention must be paid to ethical considerations, as well as the validity and representativeness of the sample. Originality/value The authors introduce online data and network text analysis as a new avenue for HRM research, with potential to address novel research questions at micro-, meso- and macro-levels of analysis.Peer reviewe
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