Brand Community Research Articles

Research on the Impact of Perfect Diary Brand Strategy

The arrival of the new media era has brought new publicity ideas to enterprises, enriched marketing methods and channels, and allowed brand and product information to be delivered to consumers in a more comprehensive and rapid manner, thereby achieving more efficient and comprehensive marketing. Effect. Through digital means, brands can better find target audiences, provide personalized interactive experiences, and achieve precision marketing. Among them, social media platforms are the main platform for Perfect Diary brand communication. Perfect Diary can be said to be a successful example of social media marketing. Through short videos, grass planting notes, combination of pictures and text, and social marketing, it has been widely used on Douyin, Kuaishou, Xiaomi, etc. Conduct all-round publicity on social media such as Red Book and WeChat to cater to the viewing habits and consumption habits of the younger generation on social media, communicate more directly with users, understand consumer psychology and needs, provide products that meet user requirements in a timely manner, and fully penetrate The social media ecology of the younger generation establishes deeper connections with consumers through social media.

Research on Sports Brand Communication in the New Media Era

Research on Sports Brand Communication in the New Media Era

Carving Image: Impactful Amistartop Brand Communication Strategy and Tactics

Carving Image: Impactful Amistartop Brand Communication Strategy and Tactics

Audiovisual branded content, the key to aspirational brand communication

Dado el protagonismo que han alcanzado las marcas en la sociedad, convertidas en vehículos de comunicación de las compañías con los ciudadanos a través de un diálogo emocional y positivo, la publicidad está sufriendo una profunda restructuración hacia planteamientos interdisciplinares desde la transmedialidad al advertainment. En este escenario, el branded content se posiciona como una herramienta esencial para transmitir los valores de las empresas a través de un discurso aspiracional utilizado para fidelizar a la audiencia. La investigación utiliza un método de trabajo basado en el análisis de contenido comparativo a partir de siete estudios de caso con el fin de reconocer los elementos que establecen los valores de branded content. Las piezas son descritas a partir de una lista de dimensiones que precisará una serie de elementos comunes a través de los cuales hacer la comparación entre dichas piezas y establecer de este modo la importancia del storytelling. El análisis demostrará cómo se configura una publicidad asentada en la comunicación aspiracional, donde las marcas dialogan con diferentes formatos audiovisuales hibridando sus contenidos, mensajes y canales y explorando las particularidades del branded content como concepto fundamental de una necesaria renovación de la mirada publicitaria convencional.

Research on the Breakthrough Path of Local Media Brand Communication under the Perspective of Integration—Taking Henan TV as an Example

Research on the Breakthrough Path of Local Media Brand Communication under the Perspective of Integration—Taking Henan TV as an Example

Study on the Strategy of Red Literature and Tourism Brand Communication Helping Study Tourism Economic Development in Liaoning Province under the Background of Internet

Abstract Liaoning Province has a deep red cultural background and rich red tourism resources, and has an enormous potential for the development of red study tour. This paper establishes the evaluation system of the competitiveness of study tour development in Liaoning Province based on the explanatory structural model, solves the index weights through the coefficient of variation method, and gives the calculation of the competitiveness of study tour economic development. The regional differences in the competitiveness of research and study tourism economic development were measured by using the Thiel index, the spatial autocorrelation Moran index verified the regional correlation, and the TF-IDF algorithm was introduced to improve the LDA theme model thereby analyzing the emotional expression of the research and study tourism network text. Taking the tourism data of Liaoning Province from 2015 to 2019 as the research object, the data were quantitatively analyzed regarding development competitiveness evaluation, regional differences, spatial autocorrelation and emotional expression. The results of the study found that the weight of the red culture tourism market size in the economic development competitiveness of study tourism reached 29.64%, the peak and valley values of the regional differences in competitiveness from 2015 to 2019 differed by 0.0587, and significant differences were presented at the 1% level between cities. The frequency of red characteristic words reached 2,536 times. This indicates that the effective integration of red culture and study tourism in Liaoning Province effectively reduces the development differences between cities, and enhances the satisfaction of study students with red culture study tourism bases.

Internal branding workflow implementation based on inter-functional effort between marketing and human resources departments

This article explains what internal branding is and how to implement it based on inter-functional efforts between marketing and human resources departments. This article reviews academic literature and business articles to consolidate definitions, processes, and practices of internal branding. Internal branding implies an articulation between marketing and human resources departments to design, implement, and evaluate processes focused on promoting the brand among employees and increasing brand equity internally and externally. The human resources area has a superior domain in brand-centered human resource management. The marketing area leads the internal brand communications. Both areas participate proportionally in managing brand leadership. The three main processes of internal branding show an upward and downward relationship. This review summarizes the definition of internal branding based on advances in the literature and practice. This conceptualization helps professionals and researchers to understand what internal branding is. In addition, this article provides a detailed guide about how to implement internal branding explaining the roles that marketing and human resources departments play in the implementation process.

A Literature Study of Marketing Strategies in Product Development Using Design Thinking Method

Objective study This is for reviewing marketing strategies in product development using the design thinking method. As for the method of study This is a qualitative study, and research qualitative is a research method used to understand social phenomena in depth. As for Types of research used by researchers, i.e. A literature study is carried out by researchers by collecting, studying, and analyzing references or sources obtained in written form, such as books, journals, articles, documents, and other sources of information that are significant to the topic or title being researched. And then the researcher analyzes and draws conclusions to find answers to what the researcher is studying. The results of the research show that a marketing strategy based on design thinking is a holistic approach that brings significant changes to the way companies approach product development and brand communication. By prioritizing a deep understanding of user needs, embracing creativity and innovation, and being responsive to consumer feedback, companies can achieve a competitive advantage and build strong relationships with consumers.

Brand Community Motives and Engagement: The Impact of Gender

Brand Community Motives and Engagement: The Impact of Gender

중국 기업의 가상 브랜드 커뮤니티 분위기가 소비자 가치공동 창출 행위에 미치는 영향

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities.
 Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust.
 Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior.
 Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

Brand Communication Strategy Analysis of Lululemon Athletica Using AISAS Model

Brand communication is an effort done by a brand to promote their unique traits or superiority against other brands, using many kinds of strategy. One of successful examples of brand communication is from lululemon athletica; a brand which focuses on athletic garments from America-Canada that centered in Vancouver. Lululemon is a company that swear and commit on developing sustainability and humane development through their natural and human resources, to the point where lululemon is known as an ideal model of brand for sustainability fashion. This scientific article is written to evaluate and to analyze lululemon athletica’s brand communication strategy using AISAS (Attention, Interest, Search, Action, and Share) analysis model. This research is using the method of qualitative. Data were collected through various sources. Primary data was obtained from observation via internet in the form of posters, videos, and social media activity about lululemon athletica. Secondary data was obtained through literature reviews. Lululemon athletica’s brand communication is focused on transparency, and also the health of both environment and their users; where this strategy resulting in successful trust from their users.

Konstruksi Wacana Kesehatan dalam Iklan IQOS Indonesia di Channel YouTube IQOS Indonesia

IQOS is claimed by the company as a better solution than continuing to smoke. As a new innovation in Indonesia, Philip Morris needs to communicate this product to be known by the public. One of the methods employed by the company is advertising the product through YouTube. IQOS extensively constructs health issues in their brand advertisements. Therefore, the aim of this research is to describe the construction of health discourse in advertisements IQOS Indonesia on the IQOS Indonesia YouTube channel. This research uses a qualitative approach with a Critical Discourse Analysis method by Norman Fairclough. The research findings indicate that the brand community and brand believers play a significant role in constructing health discourse. The constructed health discourse includes IQOS as a solution for cleanliness, IQOS as an expression of self-love and care for others, IQOS is safer for women to use, and IQOS as a solution to a problem. The contribution of this study found that advertisements on YouTube channel IQOS Indonesia reinforce the health discourse that has been claimed by the company so far

Research On the Development Strategy of Chinese Domestic Brands Based on Stepps Model—A Case Study of Hui Li Shoes

In today's fierce global economic competition, local Chinese brands' future development strategy and planning are particularly important. With the trend of globalization and the intensification of market competition, local Chinese brands must constantly innovate and adapt to changes to gain competitive advantages. At the same time, the rise of new media has brought great changes and opportunities to the marketing industry. Traditional marketing methods have made it difficult to meet the needs of today's consumers, while the emergence of new media provides brand communication with a new channel and way. Domestic brands' use and marketing of new media have become the trend of future business development. By using new media platforms, domestic brands can better interact with consumers and deliver brand values and concepts. This paper aims to conduct an in-depth analysis of the development of Chinese domestic brands based on the STEPPs model. The STEPPs model is a theoretical framework based on communication and marketing that explains why products, ideas, and behaviors are widely disseminated and accepted. It includes six key elements: Social Currency, Triggers, Emotion, Public, Practical Value, and Story. Through in-depth analysis and research of these six key elements, this study can reveal their importance and application value in brand marketing for the market. At the same time, it can also explore the success of successful domestic brands and put forward plans and suggestions for the future development of domestic brands.

Analysis of the Effectiveness of Public Relations for Brand Communication

Brand communication plays a crucial role in the advancement of corporations, with many organizations placing significant emphasis on fostering public relations with their clientele. In a context of escalating competition and volatility within the market, effective brand communication plays a pivotal role in enhancing business image and credibility. Consequently, the management of public relations necessitates appropriate adjustments. Enterprises are increasingly prioritizing the management of public relations and corporate image due to the impact of brand image and consumer trust on customer choices in the marketing landscape. In addition to quality and price, customers now consider brand image and trustworthiness when making purchasing decisions. Therefore, effective brand communication has become a paramount objective for enterprises. Given this market context, public relations play a crucial role in conveying the value of a brand. Therefore, enterprises must adeptly navigate public relations in order to achieve favorable growth.

Marketing in the Context of Small Non- Profit Organisations

The application of the marketing concept has been accepted as appropriate in the non-profit context. Non-profit market orientation scales arguably fail to capture the main dimensions of marketing, as it is practiced and understood by smaller non-profit organisations (NPOs) that dominate the non-profit landscape in small countries like Bulgaria. The paper presents the results from a mixed method research study that included in-depth interviews with managers of prominent Bulgarian NPOs and structured interviews with representatives of active non-profit organisations in Bulgaria. The research aimed to understand how active Bulgarian NPOs implement the marketing concept and to establish the main dimensions of marketing orientation in this context. The results showed that non-profit marketing is mostly implemented through brand building and communication activities. Furthermore, donors tend to significantly limit the use of marketing instruments to avoid the commercialisation of non-profit initiatives, which reduces the ability of grant-dependent organisations to apply a comprehensive and consistent marketing strategy. We established that influencing the environment is an overarching motive for NPOs to be marketing oriented and we introduce the concept of impact orientation as a potential dimension of non-profit marketing orientation. Impact orientation was identified as one of the main dimensions of the nonprofit marketing orientation of active Bulgarian NPOs.

The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty

Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of the activity in the online brand community on value co-creation practices to create brand trust and brand loyalty. Design/Methods/Approach: An online survey was conducted by distributing a questionnaire among 319 members of an online brand community. The collected data was analyzed using Structural Equation Modeling (PLS-SEM). Findings: Online brand communities influence value co-creation practices (social networking, community engagement, impression management, and brand use). In this study, social networking and impression management influence brand trust and brand loyalty. However, community engagement and brand use do not affect brand trust. The role of brand trust affects the creation of brand loyalty in online brand community members. Originality/Value: This study examines the effect of value co-creation practices in online brand communities on brand trust and brand loyalty in brand communities found in one country with a high collectivity level. Not all community value co-creation activities have the effect of creating brand trust due to conditions within the community. Practical/Policy implication: The practical implication is to guide marketers to pay attention to some value co-creation activities in online brand communities that can create brand trust in brand communities with a high culture of collectivity. Companies understand the dynamics of online brand communities and relevant strategies in high collectivity cultures, as well as leveraging the potential of social networks while overcoming the challenges posed by the abundance of information on the internet.

Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels

The paper analyzes Xiaomi’s social media posts on Facebook and Weibo, addressing three different audiences: the global audience, the Egyptian audience, and the Chinese audience. Its primary aim is to dissect Xiaomi’s strategies in employing local, global, or glocal approaches within its intercultural brand communication. To achieve this, the study employs a multimodal framework that integrates brand communication and linguistics, allowing for a comprehensive examination of Xiaomi’s digital marketing strategies through brand personality appeals and the strategic use of linguistic features. The paper finds that Xiaomi displays an exciting personality on its global and Chinese social media pages, while it reflects a competent personality on its Egyptian social media page. The study also finds that Xiaomi employs culture-specific linguistic features in its social media posts, including intimate address forms for its Chinese audience, colloquial expressions for its global audience, and codemixing and dialect for its Egyptian audience. These insights not only affirm the existing literature’s observations of cultural disparities in intercultural marketing but also contribute to our understanding of how global brands strategically adapt to diverse cultural contexts.

Purchase Intention in Online Brand Communities: The Effect of Consumer Empowerment

İletişim, yeni medya ve mobil uygulama teknolojilerindeki gelişmeler, tüketici deneyimini geliştirdi ve markalarla olan ilişkilerinde tüketicileri güçlendirdi. Bu çalışma, bu doğal ilerlemenin etkisini, satın alma niyetini, tüketici memnuniyetini ve markaya olan güveni dikkate alarak araştırmaktadır. Çalışmanın verileri, sosyal platformdaki birçok marka topluluğunun üyesi olan 312 Facebook kullanıcısından sağlanmıştır. Yapısal Eşitlik Modellemesi (SEM) kullanılarak gerçekleştirilen analiz, öncelikle tüketicinin güçlenmesi ve güven arasında, ikinci olarak da memnuniyet ve güven arasında anlamlı bir ilişki olduğunu göstermiştir. Memnuniyet ve güven, satın alma niyetiyle de önemli ölçüde bağlantılıdır. Bununla birlikte, sonuçlar tüketici güçlenmesi ve memnuniyeti arasında anlamlı bir ilişki göstermemiştir. Bu sonuçlar ve çıkarımları, yönetimsel öneriler ve gelecek araştırmalara yön gösterecektir. Anahtar Kelimeler: Tüketicinin Güçlenmesi, Tüketici Memnuniyeti, Güven, Satın alma Niyeti JEL Sınıflandırması: M30, M31

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

Drivers and outcomes of online customer engagement – evidence from Balkan countries

Purpose Due to the worldwide internet usage and online presence of businesses, digital marketing is an integrated part of the overall marketing strategy. One of the main investments in this field is the investment on more creative content that engages more potential customers. Online brand communities (OBCs) are used by businesses as a tool to have higher rates of engagement. Many researchers have developed customer engagement (CE) models to better understand it, but the transition economies like the countries of the Balkan are somehow left aside. Due to this identified gap in the literature, this paper aims to provide a model explaining the drivers and outcomes of CE, specifically on OBCs. Design/methodology/approach The research is based on primary data collected with an online questionnaire. Sample consisted of 764 respondents from four Balkan countries (Kosovo, North Macedonia, Albania and Montenegro). Data were analyzed using SPSS Statistics and IBM AMOS 26. To test the research model and hypotheses, confirmatory factor analysis and structural equation modeling were used. Findings First, the study found a positive impact of entertainment and customer satisfaction, and celebrities’ endorsement in CE. Furthermore, the results revealed a positive impact of CE on customer purchase intention and customer loyalty. Practical implications The research findings aim to help businesses of Balkan countries to better understand the importance and operation of CE in OBC. Originality/value This paper enriches the existing digital marketing literature of transition economies with a model of online CE.