Brand Community Research Articles

Online brand community engagement and brand evangelism: the role of age, gender and membership number

PurposeThis study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.Design/methodology/approachTo achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.FindingsThe results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.Originality/valueOBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

Alcohol industry-sponsored music festivals, alcohol marketing and drinking practices among young Nigerians: Implications for policy

IntroductionThe global alcohol industry sponsors social/music events targeting young people; however, existing literature focuses on Westernised contexts. Given the decline in young people's drinking in many Western countries, it appears that multinational alcohol companies are importing the strategies they have used in high-income countries to the Global South countries like Nigeria to recoup profits. This study aims to examine the Guinness Show- a free one-month annual music festival, alcohol marketing at the festival and the extent to which the event encourages diverse drinking practices among its attendees. MethodsWe observed the music festival before collecting data through 53 interviews and 3 focus groups (N = 26). Data were analysed to generate themes with the aid of NVivo 12 software. FindingsOver 6000 participants attend the Guinness Show daily, and participants gave detailed descriptions of the music festival, alcohol marketing activities that occur in it and the drinking practices of attendees, indicating that they were highly knowledgeable of the event. The Guinness Show attracts famous music artistes and other entertainers. Therefore, young people attend to see them perform free of charge. However, diverse alcohol promotions (e.g., quantity deals, low prices, giveaways) that happen daily, the strategic use of young women as ‘beer promoters’, and the pleasure the event induces by fusing music/entertainment into alcogenic environments, encourage drinking and drunkenness. All the attendees drank alcohol, and some engaged in impulse buying, while many consumed excessively due to promotions (e.g., buy-two-get-one free), which facilitated intoxication and the loss of control. ConclusionsGuinness Nigeria organises the event for strategic brand communication, generating brand capital, and encouraging alcohol purchases and consumption among young people. Policymakers should reconsider self-regulation and implement national alcohol control policies and other public health interventions to restrain the alcohol industry from sponsoring such events.

Elevating low-effort engagement to cultivate stronger community commitment: A study of social capital within Instagram's brand community

Purpose: This study aimed to analyze the role of social capital in enhancing the engagement of community members, specifically transitioning them from low-effort participation to higher levels of commitment toward the community.Design/methodology: This study presents the results derived from a quantitative analysis of 483 participants across diverse automotive brand communities found on Instagram.Findings: Based on the foundation of social capital theory, this research enquires into the effects of shared relational elements of social capital on the commitment of members to communities. The results indicate that when members perceive an adequate degree of social trust and adhere to a recognized norm of reciprocity, there is a notable influence on the potential for heightened commitment to the community.Research limitations/implications: This study solely focused on a specific type of social media, underscoring the prominent role of visual presentation style as the primary approach in content creation. As a result, this has a notable impact on the mechanism of social interaction among users.Originality/value: In visually oriented settings such as Instagram, the barriers to participating in social interactions are noticeably reduced. Consequently, activities that require only minimal engagement effort have a higher probability of evolving into more profound and intensified forms of social exchange among community members. This, in turn, greatly facilitates the cultivation of social trust and the establishment of a norm of reciprocity.

Biscuit Slogan in Commercial Media: An Analytical Exploration of Figurative Language

This study examines the use of figurative language in biscuit slogans in commercial media, focusing on advertisements from 2015 to 2020. The research aims to explore the linguistic functions of figurative language in advertising and its impact on consumer perception and behavior. A descriptive qualitative research approach is employed, with data collected from fifteen biscuit slogans featured on social media platforms, particularly YouTube. The analysis reveals a variety of figurative language types used in these slogans, including metaphors, symbols, rhetorical questions, assonance, alliteration, repetition, hyperbole, and personification. The findings suggest that figurative language is a powerful tool in advertising, influencing consumer perceptions and brand engagement. The study highlights the importance of cultural elements in slogan creation and the effectiveness of figurative language in making slogans memorable and persuasive. Future research should focus on empirically measuring the impact of figurative language in advertising across different cultural contexts to optimize advertising strategies and enhance brand communication.

Dose Online Brand Community Help Brands Increase Loyalty? -The Impact of Customer Citizenship Experience

Dose Online Brand Community Help Brands Increase Loyalty? -The Impact of Customer Citizenship Experience

Exploring the Marketing Communication Strategy of Li Ziqi's Self-media Brand Based on SWOT

The arrival of the digital media era has led to the development of the new media industry, which promotes the innovation of business models. More and more consumers are more accustomed to using media platforms. Li Ziqi's unique style of ancient Chinese cuisine and the unique natural environment of the countryside not only relax and satisfy the viewers mentally but also provide a lot of inspiration for other self-media and media companies. This thesis took the Li Ziqi network platform account as an example, and explores the development situation and problems faced by Li Ziqi in brand marketing on the basis of SWOT analysis, and conducts in-depth analyses of these problems, and gives some marketing strategies with practical value. video content, low frequency of interaction with viewers, lack of data analysis, lack of clear and definite operation planning, and misalignment between video communication channels and brand communication channels. This paper put forward suggestions in terms of enriching the form of content for brand communication, improving the efficiency of traffic conversion, enhancing brand influence, setting up a brand image communication team to improve the live broadcasting ability, and broadening the way to build a lasting brand, etc., so as to fully explore the maximum cultural communication potential and brand marketing influence of "Li Ziqi's" food videos in a theoretical manner.

Analyzing IKEA Brand's Media Marketing Strategies and Improving Customer Experience through Inductive Reasoning Approach

As competition in the global furniture retail industry intensifies, IKEA is a leading brand attracting attention for its innovative design, affordable prices and unique shopping experience. In order to enhance customer experience and strengthen brand value, IKEA needs to focus on the effectiveness of media marketing strategies and improve customer satisfaction. This study adopts inductive reasoning and quantitative research methods to analyse IKEA's media marketing strategies and make recommendations to improve customer experience. The study analyses the different marketing strategies used by IKEA and their impact on customer experience, and through data collection and analysis, identifies the most effective strategies to attract, retain and improve customer satisfaction. In addition, the research delves into how IKEA utilises social media, TV commercials, online advertisements and its own websites and apps for marketing campaigns, providing recommendations on best practices in media marketing. In addition, the study analyses IKEA's brand positioning, consumer targeting and communication strategies to understand its unique marketing approach and success factors. Based on these findings, recommendations are made to improve customer experience, optimise marketing strategies, strengthen IKEA's brand positioning, increase customer satisfaction and drive business growth. This study provides practical insights for IKEA and marketing practitioners by analysing in-depth research on IKEA's media marketing strategy and customer experience improvement, which is important for media marketing strategy and customer experience research. In addition, the results of the study are a catalyst for development, innovation and progress in the furniture retailing industry.

The impact of social capital on the creation of customer participation value in virtual brand communities

The impact of social capital on the creation of customer participation value in virtual brand communities

(De)Legitimation in Policy Transfer and Branding: A Dialogical View of the Romanian Covid-19 Vaccination Policy

With the growth of marketing’s influence extending from the commercial domain into governance strategy, public health branding and promotional communication relating to the Covid-19 vaccine were essential for national authorities trying to transfer the WHO communication strategy and vaccine policies to their domestic contexts while maintaining public trust. This study explores the role of (de)legitimation in the Covid-19 vaccine communication (#ROVaccinare/ROVaccination) policy transfer and branding conducted by the Romanian government on Facebook. Adopting a top-down and bottom-up approach to the meaning-making process of the message strategy promotion, we employed a mixed-methods approach. We drew on categorizations of message tailoring related to health communication and operationalizations of discursive (de)legitimation. The main findings showed a preference for rationalization legitimation through the usage of fact-based posts and a clear integration of authorization and narrativization into the message strategy promotion of the ROVaccination page. However, despite the prevalence of fact-based posts, legitimation through personal and medical stories was a positive predictor of engagement, unlike legitimation through facts. The bottom-up approach revealed polarized attitudes towards healthcare professionals as sources of the campaign, the Romanian medical system, and past and present vaccination. The dominance of polarization in online users’ comments emphasizes their role as agents of conversion, contesting either the message sources employed in the campaign or other commenters as personal authorities.

Building brand equity as a dynamic capability during Gautrain public–private partnership patronage guarantee controversy

Learning outcomes After completion of the case study, the students will be able to gain knowledge on public–private partnerships (PPPs) in emerging markets; understand how to apply the sensing element of the dynamic capabilities framework in analysing context, especially in emerging market context; and understand how to apply the dynamic capabilities framework to the process of developing brand equity. Case overview/synopsis On 20 March 2020, in Johannesburg South Africa, Dr Barbara Jensen Vorster, the head of corporate communications and marketing at the Gautrain Management Agency, was considering her dilemma of how to manage stakeholders at a time when the patronage guarantee was under question. The nature of the Gautrain PPP transport contract entailed a revenue guarantee that was called a patronage guarantee. How did they build their Gautrain brand equity during the Gautrain PPP patronage guarantee controversy? This case study highlights the perspectives of multiple stakeholders which places the Gautrain brand equity under strain. The Gautrain brand identity was created to project an integrated, overarching brand position for the construction project and later the operating company. The logo illustrated Africanisation, and the slogan “For People on the Move” represented a modern collaborative approach. Upholding the status of the brand is an important quest for the corporate communications and marketing team, and therefore the issue around the patronage guarantee must be addressed. This case study illustrates contrasting views about the Gautrain being elitist versus the rapid rail train enabling economic prosperity. The pro-prosperity versus pro-economic development values were at the heart of the different opinions around the patronage guarantee. Students are therefore confronted with their own values while the case study aims to drive an awareness or consciousness around these issues in an emerging market. Complexity academic level This case study is appropriate for advanced undergraduate and Master of Business Administration courses focused on marketing, communications and/or stakeholder management, such as in business and society courses. At both levels, the case study will be valuable in generating discussion on communications models and how to manage stakeholders ranging from government to community representatives. In courses where dynamic capabilities theory is taught, this case study will offer a specific application of this model in the context of brand communications and building brand equity in times of controversy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Articulating the Brand Value through Storytelling: Case Study of Oseng Balayar Company

Research Aims: A decrease in a company's sales can occur due to customer awareness of brand value. Creating a good brand value requires relevance to customer's needs and desires. However, creating brand value will only be successful if communicated well. This research aims to propose a brand communication strategy through storytelling to articulate the brand value.
 Design/methodology/approach: The methodology of this research use qualitative research methods which collected using the interview method conducted with nine customers, referring to the saturation method for the number of respondents. The data analysis of this research uses thematic analysis to understand the value proposition of customers and create company value related to customers, followed by business model innovation analysis using the business model canvas tools to capture and articulate the company's external value obtained from a customer perspective and combined with the company's internal values.
 Research Findings: This research uses the Oseng Balayar case study because this company has products with cultural values ​​and culinary heritage that can be communicated through storytelling. The results of this research are proposals for a storytelling concept that become a brand communication tool to increase customer awareness and engagement.
 Theoretical Contribution/Originality: The design of the storytelling concept was found through the slow storytelling method to articulate the company's value using value proposition and business model analysis.
 Keywords: Brand Value, Brand Communication, Value Proposition, Business Model Innovation, Brand Storytelling.

Research on Marketing Strategies Targeting the Consumer Behavior of Female Consumer Groups

The study of women's consumer behavior has become one of the hot spots in the field of marketing. As women's social status, economic independence and purchasing power have increased, their needs and preferences for products and services have changed significantly. This paper explores the key factors influencing women's consumption behavior through a comprehensive literature review and analysis. First, increased economic independence has made women an important consumer group that pays more attention to value and quality and is willing to pay higher prices to meet individualized needs. Second, social changes and cultural concepts have caused women to re-examine the definition of traditional gender roles, and they pursue self-expression, self-fulfilment and self-care, thus shaping their behavior and choices in the consumption process. In addition, personal values, interests and social influences also play an important role in women's consumption behavior. Finally, companies should understand and adapt to these changes to meet the needs of female consumers by offering personalized products, innovative marketing strategies, and positive brand communication. The study of women's consumer behavior is important for companies to achieve competitive advantage in the marketplace, as women consumers have become a huge and promising market.

‘Not Too Hot, Not Too Cold, Just Right’: Empathetic Communication of Indonesian Big Brands through YouTube during the COVID-19 Pandemic

This article is based on an exploratory study of YouTube videos related to the COVID-19 pandemic released by the official accounts of several big brands in Indonesia. By analyzing the videos released by these companies, a combination of key messages that are professionally conveyed to present the actions taken by the brands, in response to the pandemic, with an empathetic feel was found. While there is ample evidence to map out the creative processes behind these videos, our findings show that the brands aim to cover up the techniques they employ in achieving their goals, such as the sending of excessively sympathetic messages. The findings of this study provide initial empirical evidence of Indonesian companies’ tendency to assimilate the local culture of mutual assistance and the existence of branding activities that continue to be carried out during the pandemic. This article ends with a discussion of the communication processes carried out by commercial entities in challenging times.

The impact of shared value proposition on consumer engagement through a sense of brand community

AbstractCreating shared value (CSV) literature has heralded enterprises generating economic benefit while simultaneously adding value to society. Existing research predominantly employs the case study method to show that enterprises adopting CSV strategies have achieved commercial success. However, empirical investigations are still rarely undertaken to examine the effect of CSV on consumers. This study argues that a shared value proposition generates consumer engagement (CE) and fosters in customers a sense of brand community. To this end, a moderated mediation model is constructed to delineate the relationship between shared value proposition, sense of brand community, and brand engagement. The empirical results show that a shared value proposition has a positive impact on brand engagement, which is fully mediated by consumers' sense of brand community. The study also discovered that consumers' self‐construal does not moderate the relationship between shared value proposition and sense of brand community. We hope our study and the evidence it provides help to shed more lights on the understanding and impact of CSV and to support the application of CSV strategy in enterprise.

Influencer Marketing Across Cultures: Strategies and Impact

Influencer marketing has emerged as a key component of contemporary brand communication strategies because it provides exceptional chances to interact with a wide range of people across cultural divides. This study examines the subtleties of influencer marketing tactics used in diverse cultural contexts and assesses how they affect customer behavior and brand performance. We investigate how brands negotiate cultural variations, modify content, and choose influencers to effectively resonate with target audiences globally through a thorough analysis of the research and case studies. We also examine the moral and legal issues that arise when cross-cultural influencers work together. This paper offers practical insights for marketers looking to leverage influencer marketing in multicultural settings by examining growing trends and successful initiatives

Digital advertising in smart cities – methods for raising consumer engagement

The paper discusses the opportunities that lie before digital advertising in smart cities and how its effectiveness could be raised through engaging consumers. The theoretical framework of visual attention and banner blindness is analyzed, so as to outline the challenges but also opportunities before digital advertising. The main objective is to propose methods for raising the efficiency of mobile ads with regard to their surrounding area. Previous studies are also analyzed regarding digital advertising and smart cities. Through content analysis the main aspects of digital advertising and smart cities are analyzed, so that a proposition could be made regarding their integration aiming at raising ads visibility and thus their effectiveness. Key component of user engagement regarding mobile advertising is interactivity. It is found to play a vital role in negating the effects of banner blindness. It also enables users to turn the ads into viral ones and thus raise brands’ awareness. The paper could be of interest to practitioners, academicians and students in the field of marketing, advertising, sales promotion and brand communication.

Can ocular fixations modulate the perception of a bistable logo?

Bistable logos accept two different interpretations, where each interpretation can be conditioned by the area of the image that is being observed. Thus, ocular fixations can affect their final perception. To determine if the eye fixation areas influence the perception, 20 volunteers observed a bistable logo in front of a fixed eye-tracker, reference Tobii T-120. The results indicate that the reported percepts are related to ocular fixation areas. It is concluded that there are areas that affect the identification of the possible percepts of the bistable logo, which leads to essential considerations for graphic designers to optimize graphic brand communication.

The influence of green virtual brand community experience on green customer citizenship behavior

In this study we explored how green virtual brand community experience influences green community identity and green customer citizenship behavior. The target population comprised consumers who had the experience of joining Xintiandi's virtual brand community in China. The results of a survey conducted with 436 members of this brand community indicated that green information experience, green entertainment experience, and green interactive experience were determinants of green community identity. There was a positive association between green community identity and green customer citizenship behavior, and green community identity acted as a mediator between green virtual brand community experience and green customer citizenship behavior. Our research enriches the existing literature by establishing the roles of green information experience, green entertainment experience, and green interactive experience as they influence green community identity, which, in turn, generates members' voluntary behaviors in supporting environmentally friendly activities.

Consumer Literacy in Virtual Brand Communities: Dimension Exploration and Scale Development

Virtual brand communities are one of the most important ways for companies to strengthen ties with consumers and cultivate brand loyalty. Consumers, as the main participants of virtual brand communities, play an important role in their own literacy for the healthy and sustainable development of the communities. This study explores the connotation and structure of consumer literacy in virtual brand communities from the perspective of consumers, and develops and tests a scale. First, based on relevant literature, case studies, and semi-structured in-depth interviews with 38 consumers who have browsed virtual brand communities, the study defined the concept of consumer literacy and qualitatively summarized the potential dimensions. The study then used the SPSS26.0 and AMOS24.0 software to analyze the data obtained from the questionnaire survey, and combined the methods of exploratory factor analysis, confirmatory factor analysis, and nomological validity analysis to identify the three dimensions of consumer literacy in the virtual brand community, including brand knowledge, engagement skills, and conceptual knowledge, and obtained a scale with good reliability and validity. The results provide a measurement tool for the study of consumer literacy in virtual brand communities and a scientific basis for further improving the management of the communities.