Online Brand Research Articles

Influence of online brand community factors on customer brand engagement: mediating role of collective psychological ownership

Influence of online brand community factors on customer brand engagement: mediating role of collective psychological ownership

Leave A Review! The Motives Of User-Generated Content And Its Influence On Customer-Based Brand Equity- Mediating Influence Of Brand Attachment

User-generated content, or UGC, is a marketing buzzword which means a form of customer-generated brand-related communication on social media sites. This study offers insightful information on how user-generated content affects consumer-based brand equity when present on social networking platforms. Purpose This study focuses on what motivates consumers to create User Generated Content (UGC) and what is the influence of Brand- Related UGC (Br-UGC) on Customer-Based Brand Equity (CBBE). It also studies the mediating role of Brand Attachment in influencing the Br-UGC on CBBE. Design The research was carried out by utilizing a survey questionnaire, which was administered to 364 participants selected through the convenience sampling method. Methodology Smart PLS 4.1 software has been used to establish the results of this study. Statistical tests have affirmed the validity and the reliability of the proposed framework. Findings The result of this research suggests that an urge to create, contribute, empowerment and self-recognition motivates the consumer to create content online. User-generated content serves as a powerful platform to motivate consumers to buy brands online on marketplaces and social media platforms. The powerful impact of Brand Attachment is also confirmed by the results of the study. Practical Implications This research aids the marketing professionals and brand managers in encouraging consumers to engage in generating content online. Originality/Value This study one of the first study to validate the mediating function of brand attachment between UGC and Brand Equity.

A STUDY ON ONLINE MARKETING AND IT’S IMPACTS

Online marketing, which is also called internet marketing, involves use of interactive, virtual spaces for the sake of promoting and selling goods and services. Online Marketing is a combination of innovative tools and methodologies used for marketing products and services over the internet. Online marketing is the process of targeting, attracting and winning and retaining the potential customers through Internet. Online Marketing covers a wide range of marketing strategies which are excluded from traditional marketing because online marketing includes extra platforms and marketing mechanisms over the internet. Online marketing overcomes the barrier of traditional marketing i.e. reaching the mass with minimum cost. Online marketing helps the company to builds its brands online and to attract potential customers. Online marketing provides platform to companies to communicate with their customers and feedback given by the customers helps the company to easy work on their pitfalls and customers can make a wise decision of buying by analyzing the posted feedbacks on the company website. Being cost-effective, flexible, and fast and enjoying an on unprecedented global reach, internet marketing has brought about different businesses incredible gains. The paper study with defining online marketing, different kinds of internet marketing advantages and disadvantages of online marketing. This paper also examines how online marketing overcome the limitations of traditional marketing and study the challenges exist in India relating to Online Marketing:

DIGITAL LABOR AND RENTIER PLATFORM CAPITALISM: REFORM OR REVOLUTION?

Digital labor has become an umbrella term for describing a range of digitally mediated practices from paid work in the gig economy (Srnicek 2017) to cultivating a personal brand online (Scolere, Pruchniewska, and Duffy 2018). This wellspring of activities now referred to as labor has muddied the waters, making digital labor an ambiguous concept at best (Gandini 2021; Goodwin 2022). This framing of user activity as labor also has limitations, as it necessarily produces reformist, rather than revolutionary, political ends. Following Sadowski (2020), this paper challenges the conceptual framework of digital labor by re-theorizing the user/platform relation as rentier capitalism. Engels (1970) explained how tenants confront landlords not as sellers of labor-power but buyers of a commodity, and we argue that typical social media users confront platforms in an analogous way. Platforms thus only circulate existing value rather than create it, and this distinction matters in understanding their role in economic crises. Because the digital labor concept misidentifies the user/platform relationship and concedes the commoditization of communication, reformist demands emerge from this discourse, like “Wages for Facebook” (Ptak 2014 as cited in Jung 2014) or data ownership as compensation (Chakravorti 2020). Capitalist data relations (Couldry and Mejias 2020) and the profit motive of corporate platforms cannot be addressed by renumerating users. As platforms attain infrastructural status (Plantin et al. 2018), our politics must reflect the need for their transformation into public utilities with democratic accountability, a revolutionary demand that has been displaced in the turn towards digital labor.

Brand Presence on Internet media: Quantitative and Qualitative Study on Brand Attitude and Brand Attachment

More and more companies are using social media in their marketing. They're spending a lot of money to make sales and connect with customers quickly, which helps their brands do better and gets more people visiting their websites. This paper wants to look at how people's feelings and thoughts about a brand affect how they act on social media. Knowing how different people think is really important for managers who spend money on marketing. This study looks at how what people think about a brand relates to what they say about it on social media and if they support the brand there too. The research uses special ways to study how brands behave on social media. It focuses on how people feel about brands and how this affects what they do online. This study found that how people feel about a brand is connected to what they do to support it online. It also showed that different kinds of people act differently on social media, which is helpful for companies to know. Understanding how people feel about brands and act on social media is super important for companies. The study's results give useful ideas to make social media strategies better and to get more people involved with brands online.

Discovering the Significance of Sports Footwear Brands through Text Analysis

Objective - This paper focuses on analyzing the significance of sports footwear brands by processing large text data from the Internet. In a modern environment, the brand distinguishes a company's products or services from those of its competitors. A strong brand can help build trust with customers as they perceive the brand as reliable and trustworthy. Methodology/Technique - The study uses NLP (Natural Language Processing) methods to analyze rich text content on the Internet. The research focus is based on the application of innovative methods to determine the importance and value of a brand using NLP techniques by analyzing the content of a large corpus of text originating from websites dealing with sports footwear brands. The NLP analysis models were programmed using the low-code analysis tool KNIME. Findings – The analysis is carried out for the most well-known sports footwear brands such as Nike, Adidas, Puma, Under Armour, Reebok and Asics. The research object refers to the analysis of brand significance and the evaluation of consumer opinions on sports footwear, based on the processing of large text data from the internet. Novelty - The research results are based on an innovative approach to measuring and evaluating the brand significance in sports footwear using NLP methods to analyze large text content from the Internet. The results obtained show that this new approach to metrics and evaluation can significantly improve existing methods of brand evaluation. Type of Paper: Empirical JEL Classification: M32, M39. Keywords: Brand, NLP Method, Text Analysis, Online Brand Management Strategies, Sports Footwear. Reference to this paper should be made as follows: Tarade, S.S; Vuković, D. (2023). Discovering the Significance of Sports Footwear Brands through Text Analysis, J. Mgt. Mkt. Review, 8(4), 166 – 175. https://doi.org/10.35609/jmmr.2023.8.4(7)

Analysis of Holilands Marketing Strategy and Its Operating Advantages and Disadvantages

With the development of globalisation and the improvement of peoples living standards, the size of the global bakery market is also increasing year by year. Peoples acceptance of bakery products continues to rise, the demand is also more and more diversified, in addition to the traditional cake and bread, but also derived from the mousse cake, cheesecake and other different categories. This has naturally given rise to different enterprises and private bakery shops coming out of the blue to attract customers attention. However, if a company wants to go a long way, it cant just work on its products, it is very crucial to choose a reasonable way of doing business and keep up with the times. This thesis focuses on the marketing strategy of Holiland, a popular online brand that mainly sells cheesecake. It is hoped that through the analysis of the brands marketing strategy, the factors applicable to the long-term development of the bakery industry in todays society can be explored. The research is mainly carried out through the methods of literature analysis and case study. This thesis finds that in order to stand out and survive for a long time among many bakery enterprises, the enterprises should make efforts in the location of shops, theme marketing, network marketing, localised marketing, and should also pay attention to the quality of the products and the control of the prices, and only by grasping the details in all aspects can they become the evergreen tree of the bakery industry.

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.

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

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.

“Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework”

Purpose This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement. Design/methodology/approach A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022. Findings Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels. Originality/value The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

Do “Likes” in a Brand Community Always Make You Buy More?

Online brand communities often use social plug-in features, such as the Like button, to facilitate social interactions and engage users with the brands. However, whether and how such a community feature affects users’ purchases remain open questions. Analysis of user behavior following the adoption of the Like feature indicates a surprising downturn in purchases, with a 4.1% decrease in orders and a 25.0% reduction in expenditure. Notably, online purchases dip by 3.4% in order numbers and 21.1% in expenditure, with a slighter offline decrease. The treatment effect of the adoption is not always negative but varies over time and across users. First, the Like feature adoption has a positive effect on users’ purchases in the first two months (primarily through enhancing their community participation), and the treatment effect turns negative in subsequent months, leading to the overall negative treatment effect on purchases. Second, the negative treatment effect likely stems from unflattering social comparison and can become weaker or even positive when users accrue more Likes. However, only a small proportion of users receive sufficient Likes to be motivated to purchase more. Our results caution against potential downsides of the Like feature in online communities and provide valuable managerial implications.

AI-driven sustainability brand activism for family businesses: a future-proofing perspective article

PurposeArtificial intelligence (AI) and sustainable business represent the irrefutable future of all forward looking businesses in the world today. In this perspective article, the authors explore the confluence of these important topics by highlighting the role of family businesses in advancing sustainable brand activism aligned with the United Nations Sustainable Development Goals (UNSDGs), like SDG 1, which emphasises poverty eradication. The authors fall on the transformative potential of artificial intelligence (AI) and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs.Design/methodology/approachUsing literature review, the authors fall on the transformative potential of AI and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs.FindingsScholarly research on AI-driven sustainability brand activism in family businesses is either limited or nonexistent. Family businesses have a unique opportunity to use AI for eco-friendly operations, personalised brand engagement, eco-friendly product development, global collaborations and education and advocacy in support of the UNSDGs. Future research could look at how family businesses align their values, their long-term effects, how they work across generations, how resilient and flexible they are and how they compare to non-family businesses when it comes to using AI and brand activism as long-term strategies for sustainability and survival.Originality/valueThe authors call for family businesses, governments and stakeholders to take theoretical and practical actions in promoting AI-driven sustainability brand activism aligned with the UNSDGs. It underscores the distinctive role of family businesses in driving sustainability and fostering brand activism through AI in a digital age.

Online Apparel Purchase and Responsible Consumption Among Malaysians

Customer loyalty is a critical factor for the long-term success of all businesses, especially in the Malaysian apparel industry and its growth where the competition is intense. This study addresses the growing demand for improved fashion trends and brand recognition among consumers in Malaysia, which has intensified competition in the apparel sector. The primary objective of this research is to investigate the impact of online brand image, country of origin and online customer loyalty on apparel shoppers’ loyalty. To achieve this, research framework is designed to present an in-depth understanding of identified variables towards customer loyalty. In this study, a comprehensive survey using online questionnaire for data gathering was used and 147 valid responses were obtained from Malaysian online shoppers of apparels. Data were analysed by employing multiple regression analysis. The results demonstrate that both online brand image and country of origin exert a positive influence on customer satisfaction, thereby contributing to enhanced customer loyalty within the clothing and footwear industry in Malaysia. Additionally, this research emphasizes the importance of ethical purchasing decisions when shopping online, as these decisions encourage responsible consumption and reduce environmental impact.

Understanding the formation process of negative customer engagement behaviours: a quantitative and qualitative interpretation

The development of mobile internet has made it easier for negative emotions, cognitions and behaviours expressed by customers to be spread, and the damage caused by negative customer engagement behaviours (NCEBs) to the company's brand value and reputation has gradually been amplified. Therefore, this study aims to explore the formation process of NCEBs in online brand community by combining qualitative method with quantitative method. Xiaomi Community was selected as the data source platform, using Python programming language to crawl users’ comments in ‘11Ultra circle’ and machine learning methods to obtain negative emotional polarity comments. The text coding and classification of negative emotion polarity comments are mainly based on manual coding and supplemented by machine learning. Perform binary logistic regression on the classified data to obtain the impact of various factors on NCEBs. The results showed that there were differences in the impact of different factors on NCEBs. This article obtains a different result from existing literature, that is, cognition and emotion are no longer necessary factors for the generation of NCEBs. Company managers should start with pricing, users’ cognition mining, and identifying and solving key issues reported by users to suppress the occurrence of NCEBs.

Building Reputed Brands through Smart Technologies: A Quantitative Analysis of the Best Hospitals in the United Kingdom

Smart technologies such as artificial intelligence and big data have transformed hospitals from a medical, management and communication perspective. This paper aims to analyze how the best hospitals in the United Kingdom manage these technologies to build a reputed brand. To do that, we conducted a literature review about smart technologies and online branding processes in hospitals. Then, we defined 34 indicators to evaluate how the 140 best hospitals in the United Kingdom managed smart technologies for branding purposes. Our results proved that most of them focused their branding efforts on patients (4.98 criteria out of 11 applicable), rather than journalists (3.01/11) or public authorities (2.16/6). We concluded that hospitals should implement an integrated marketing communication approach, use smart technologies to establish new organizational processes with stakeholders, and develop digital transformation plans to efficiently manage this process.

Brand Communication Strategy and Influence Enhancement of Higher Vocational Education Based on Information Communication Models

Abstract This paper firstly researches the brand communication strategy and influence enhancement of higher vocational education, according to the strategic layout of vocational education, the SWOT analysis of online brand communication of offline vocational education institutions and online vocational education institutions, and then puts forward the strategy of enhancing the influence of brand communication of higher vocational education. Secondly, based on the multi-information interaction communication mechanism, research on the influence of vocational education brand communication based on the information dissemination model is proposed for the brand communication dilemma of vocational education in the new media environment. Then, considering the influence mechanism inference, a single intelligent body model needs to be extended to the whole multi-vocational education information interaction communication model to make the vocational education information interaction communication more stable, and research and analysis of vocational education brand communication strategy and influence enhancement based on the information communication model. The results show that targeted vocational education information will occupy more storage space, the vector sum will be more, and the trend and evolution state of vocational education information dissemination can be effectively controlled by controlling the vector sum. This study enhances the impact of brand communication on higher vocational education.

Exploring Branding Approaches and Their Impact on Customer Loyalty: A Study of Agro-Allied Small and Medium Enterprises in Lagos State

In the contemporary business landscape, the interplay between Online Branding and Customer Loyalty presents a critical challenge. This study was conducted to thoroughly explore the influence of Online Branding on Customer Loyalty, with the goal of providing valuable insights into the extent of this relationship. Using robust quantitative analysis and statistical techniques, the research revealed a significant correlation between Online Branding and Customer Loyalty. This linkage, with a high coefficient of determination (R Square), underscores the role of Online Branding in driving Customer Loyalty. The findings also demonstrate a moderate and positive relationship, signifying that changes in Online Branding have a meaningful impact on Customer Loyalty. The research results affirm that Online Branding does indeed influence Customer Loyalty. Therefore, it is recommended that businesses prioritize the refinement of their Online Branding strategies to bolster Customer Loyalty, thereby ensuring enduring customer retention and sustained business success.

Conceptualizing Online Impulse Buying of Celebrity-Owned Brands on Live Streaming Commerce

Celebrity-owned brands have quickly become popular, but whether consumers are triggered to purchase their brands online is questionable. Meanwhile, traditional marketing methods are no longer able to meet the consumer’s shopping needs and styles of these consumers. Subsequently, live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this new era due to its effectiveness. This paper explores the concept of online impulse buying. A comprehensive review and analysis of the literature suggest some unresolved issues regarding the state of knowledge on online impulse buying. In addition, the current conceptualizations of online impulse buying behaviour are still lacking in capturing this behaviour on the internet. Hence, this paper intends to review past literature and develop a conceptual framework based on Stimulus Response Theory (SR theory) that will identify and understand the factors leading to online impulse buying in live streaming commerce on celebrity-owned brands context. Therefore, we propose a broadened conceptualization to resolve those issues and accurately capture impulse buying that occurs physically in retail stores and on the Internet. The results of our exploratory study are consistent with our conceptualization and present a robust platform for future research.

The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

AbstractThe traditional lead user theory proposes that lead users are an important source of innovation. However, little is known about how lead users influence other users in online brand communities. Based on the uses and gratifications theory, we introduce ordinary user‐perceived benefits—including cognitive benefits, social integrative benefits, personal integrative benefits, and hedonic benefits—as mediators to explain the relationship between lead users' characteristics and ordinary users' participation in an online brand community. Furthermore, we introduce the hosting type of the brand community (consumer‐run vs. company‐managed brand community) and explain its moderating effect on the relationship between lead users' characteristics and ordinary users' participation. The finding reveals that lead users' characteristics have a significant positive effect on ordinary users' participation, and that the effect is partially mediated by cognitive benefits, social integrative benefits, and personal integrative benefits. Besides, the relationship between lead users' characteristics and ordinary users' participation is stronger for consumer‐run brand communities than for company‐managed brand communities.