Online Brand Research Articles

Framing theory insights: the co-existence of frame coupling and frame mirroring in social media and online news about a disaster-affected destination

ABSTRACT Through the lens of framing theory, this paper explores social media and news media online narratives about a destination affected by a natural disaster. It presents original insights into the co-existence of frame coupling and frame mirroring in online content. Online news media, and local and overseas social media user-generated content (UGC) was examined. The aim of such triangulation of data, was to understand how different online sources framed the destination in the context of the disaster. 24,985 Twitter (now X) posts were sourced using Salesforce Social Studio and 1,248 online news media articles from Factiva. Leximancer-driven thematic analysis via data visualisation was used to explore the data. This study is the first to show the interplay of frame coupling and frame mirroring of a disaster-affected destination. It also uncovers the existence of online brand advocacy (OBA) in online framing. Our findings emphasise the importance of social media UGC in defending a destination brand, spreading positivity and activism during a disaster, and this has clear implications for the tourism industry, specifically marketing professionals.

How online social community participation affect product stickiness: a study on green energy technology product

PurposeThis study aims to develop a conceptual model for GET products that participate in brands’ online communities, based on social cognitive theory (SCT), with environmental factors, personal factors and behavioral factors being used to explore whether users of GET products participate in brand online communities as well as to determine whether participation in a community forum causes users to stick with GET products. In addition, expectancy confirmation is also considered in the research model.Design/methodology/approachThis research examines whether environmental and personal factors have a positive effect on the behavioral factors of Gogoro users, and then further effects on green energy technology (GET) product stickiness for users in online communities. A website was used to distribute links to two Facebook club sites: Gogoro Series 2 Fan Club and the Gogoro Fan Club. The respondents’ qualification criteria were restricted to people who had used Gogoro products and participated in a Gogoro online community. A total of 581 valid responses were collected for structural equation modeling (SEM) analysis, and expectancy confirmation was found to be moderate from a hierarchical regression.FindingsThe results of SEM show that virtual interactivity has a positive effect on product-related content, and social norms were found to have significant effects on creating product-related content. Brand community identification, perceived relative advantage and brand knowledge self-efficacy are found to be related to both creating and contributing product-related content. Also, creating product-related content and contributing user participation behaviors influence ET product stickiness.Practical implicationsOnline community managers can boost user participation by increasing interaction, and community identification by enhancing users’ perceptions of benefiting from participating in their communities. Companies can also encourage users to create product-related content to increase users’ stickiness to GET products. Further, GET companies can try to enhance users’ intrinsic connection with other community users to increase their brand community identification if they want to increase users’ willingness to participate.Originality/valueThis study adopted SCT to measure the GET product stickiness formation process in an attempt to determine what factors boost user participation based on triadic reciprocality. Also, expectancy confirmation plays an important role in the relationship between community users’ participation behaviors and GET product stickiness. The results indicated that it was appropriate to add virtual interactivity to environmental factors and perceived relative advantage to personal factors to measure users’ participation in an online social community. Actual product users’ online community participation behavior could be a very influential indicator of actual product stickiness formation.

Understanding the Incongruent Brand Personalities on Social Media: Evidence from Indian Brands

Abstract Although the social media websites decreased the firms’ control over their brand personalities, there is little research on the incongruence between communicated and perceived brand personality of Indian service brands. The impact of bots and suspicious accounts on the online brand personalities also remained unexplored. We analyzed 58,024 tweets of nine Indian service brands using machine learning. Some of the newer brands are savvier in managing their brand personalities. The public sector brands have poorer alignment between communicated and perceived brand personalities. A counterintuitive finding is that the brand sentiment changes in value, but not in category, after removing the suspicious accounts.

In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement

PurposeSynthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising. Despite its emerging importance, our understanding of consumer perceptions in this context is limited. This study is one of the first to explore the impact of synthetic advertising on consumer behavior.Design/methodology/approachAcross two between-subject experimental studies, using coffee shop customers in the USA, we tested how, why and when awareness of falsity in AI-generated corporate social responsibility (CSR) ads affects online brand engagement.FindingsIn Study 1, awareness of falsity in AI-generated CSR ads negatively impacts online brand engagement, with perceived sincerity mediating this relationship. Additionally, a higher level of CSR authenticity mitigates the negative effect of awareness of falsity on online brand engagement. CSR authenticity does not moderate the mediation effect of perceived sincerity in the relationship between awareness of falsity and online brand engagement. In Study 2, the relationship between awareness of falsity and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones.Practical implicationsThis study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget, it may lead to negative consumer reactions due to perceptions of insincerity. To mitigate this, companies should focus on enhancing the authenticity of their CSR efforts and humanizing AI-generated ads. Additionally, established brands should be cautious of reduced consumer engagement with AI-generated content, while unfamiliar brands can benefit by emphasizing sincerity in their messaging.Originality/valueThis paper is one of the first studies that discuss how, why and when awareness of falsity in AI-generated corporate social responsibility ads affects online brand engagement.

The dark side revealed: insights and implications from online brand communities

Purpose This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs)] in the literature and proposing ways to advance the literature in this area. Design/methodology/approach This study reviewed 72 scholarly articles published between 2009 and 2024 in peer-reviewed journals. A descriptive and thematic analysis of dark-side literature is presented. Findings The contribution of this scoping review lies in identifying the dominant themes in the literature on the determinants of the dark side of online brand communities, proposing management strategies and identifying future research directions for advancing the literature. Six main themes of the dark side of online communities were extracted: information dynamics, group dynamics, unethical practices and brand transgression, provocation and schadenfreude, brand activism and hate and disengagement. Practical implications Firstly, this study highlights the need for brands to engage in the active moderation of OBCs to maintain information credibility and manage information overload. Secondly, to ensure an inclusive community environment for all members, brands need to foster a balanced forum culture and moderation that discourages heterogeneity. Originality/value This study is unique in conducting an in-depth analysis of the literature on the dark side of online brand communities, an area that has received little attention. This review offers new insights that would help brands effectively manage negative aspects of customer behaviours in online brand communities. For managers, this review enables brands to improve their image, reputation and customer value.

Effects of Social Media Marketing Activities on Perceived Values, Online Brand Engagement, and Brand Loyalty

This study aims to validate the model on the effects of social media marketing activities on the perceived values of social media marketing activities and the effects of these perceived values on online brand engagement and, consequently, on brand loyalty. The data used in this study were collected through an online self-administered survey of 501 young social media users in Vietnam. Partial Least Squares Algorithm, Bootstrapping, PLSpredict/CVPAT, and Multi-Group Analysis methods embedded in Smart-PLS software were used to validate the measurement model and test the research hypotheses. The findings confirm that the positive effects of social media marketing activities on brand loyalty are transmitted through the perceived values of these activities and online brand engagement. These effects are more substantial for luxury brands compared to non-luxury brands. Importantly, our study offers a new approach to explaining the impact of social media marketing activities on brand loyalty by focusing on the perceived values of these activities and their effects on online brand engagement. To enhance brand loyalty, businesses should prioritize creating hedonic and utilitarian values through their social media marketing activities and use these values and online brand engagement as key performance indicators for planning and controlling their strategies. Doi: 10.28991/ESJ-2024-08-05-017 Full Text: PDF

Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers

PurposeUnderpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).Design/methodology/approachData were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.FindingsSelf-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.Social implicationsOur findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.Originality/valueThis paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.

To Be Woke or Not to Be Woke? An Exploration of the Moral Foundations of Conservative Rejection of Brand Activism

Brand activism has become a powerful way to communicate a brand’s values and attract consumers who expect stances on divisive issues, but it can also lead to backlash. Thus, in the current study, we examine the #GoWokeGoBroke movement, an online-based media campaign that is gaining traction, to serve as a starting point for brands and advertisers to decide whether to engage in or avoid brand activism. Our findings, based on moral foundations theory, suggest that each moral foundation is associated with various metrics of online engagement, but not others. Brand activism choices that trigger responses that reference unfairness or undue authority are linked to higher retweet rates and a wider spread, which suggests that evoking those foundations may be particularly dangerous. This study offers implications for understanding the #GoWokeGoBroke movement, as well as for the study of the moral foundations of online movements for brands. The results can help brands mitigate pushback against activism choices as well as consider strategies for using moral foundations to join online brand activism conversations.

Unperplexing The Nexus Between E-Commerce Website Assistance and Online Brand Advocacy: Roles of Self-Presentation and Hedonic Value

ABSTRACT The complexities of online brand advocacy (OBA) were investigated using social exchange theory. Recognizing the need to understand better the psychological antecedents influencing OBA, this research examines the interaction of e-commerce website assistance, self-presentation, hedonic value, and OBA. Data was gathered from consumers of e-commerce websites (i.e. AliExpress, Rakuten, and Amazon). The multigroup analysis findings show that e-commerce website assistance, self-presentation, and hedonic value positively influence OBA. Moreover, the nexus between self-presentation and OBA was positively affected by the hedonic value. This paper aims to comprehensively understand the psychological and rational motivations driving OBA behaviors, contributing to the theoretical foundations of consumer behaviors in e-commerce domains. Findings are expected to provide valuable insights for marketers and academics, guiding strategies to foster positive consumer–brand relationships in the ever-changing landscapes of online commerce.

Customer Citizenship Behaviour: The Mediating Role of Brand Trust among Online Brand Communities in Malaysia

Customer Citizenship Behaviour: The Mediating Role of Brand Trust among Online Brand Communities in Malaysia

Perceived identity threat and brand advocacy responses to different types of brand-related attacks

PurposeUsers frequently target rival brands through direct criticism or indirect customer insults, yet the impact of such attacks on brand advocacy remains unexplored. The purpose of this study is to classify online attacks into brand-targeted attacks and consumer-targeted attacks and further investigate their differential impacts on brand advocacy and the underlying mechanism and a boundary condition of those impacts.Design/methodology/approachThree experimental studies using different types of brands (electronics, universities and sports footwear) are conducted to examine the effects of brand-related attack targets on brand advocacy.FindingsThis research shows that consumer-targeted attacks trigger higher brand advocacy through increasing perceived identity threat than brand-targeted attacks. Moreover, the effect of consumer-targeted attacks (versus brand-targeted attacks) on brand advocacy is mediated by perceived identity threat and mitigated when consumers’ identification with the attacked brand is strong.Practical implicationsThe study’s findings yield practical applications for marketers and brand managers, assisting them in understanding consumers’ reactions to brand attacks. This study serves as a reference for firms to consider leveraging the association between brand identification and brand-related attack targets and uniting with loyal brand fans to manage online brand conflicts.Originality/valueThe present study extends prior literature on customer-brand relationships in the context of online attacks. Through investigating the impacts of brand-targeted and consumer-targeted attacks on brand advocacy, this research offers theoretical insights into consumers’ responses to online attacks with different targets.

From runway to homepage: Synthesizing luxury brand strategies in digital scape

The increasing preference of consumers to purchase luxury online has caught the attention of luxury retailers over time. It has encouraged retailers to formulate strategies that boost their online revenue. Owing to the importance of the topic, this article presents a detailed and critical review of brand strategies that induce luxury consumption using digital platforms. Using the PRISMA approach and following the systematic review process, the authors have identified five major brand strategies that can help them strengthen their digital game. The article presents a conceptual framework that will help luxury retailers understand the current state of online brand strategies, draw inferences from them, and use them to achieve their future objectives. Academically, the article includes a synthesis of publication trends, methodologies, prominent journals, theories, constructs, and directions for future research using the TCM approach. This will help future researchers gain meaningful insights into the extant work and help them discover gaps to advance the online luxury literature. Further, the paper highlights the industrial implications of the identified brand strategies in the Asian market, as luxury brands have shown an increasing interest in this growing market.

Advancements in artificial intelligence for omnichannel marketing and customer service: Enhancing predictive analytics, automation, and operational efficiency

Gone are the days of impersonal customer service and generic marketing. Artificial intelligence (AI) is changing how businesses interact with customers, making interactions personalized and smooth across every platform. This transformation is powered by AI's capability to predict what customers want, automate routine tasks, and analyze large volumes of data. The Predictive Power of AI examines customer data to predict their preferences. Imagine receiving targeted ads and product recommendations that seem tailored exactly to your preferences! This personalized marketing approach enhances engagement and boosts sales significantly. AI-powered 24/7 chatbots provide instant customer support, eliminating the need for waiting on hold. They handle common inquiries and offer real-time assistance, continuously improving their ability to understand natural language and provide increasingly accurate help with each interaction. AI provides efficiency boost by automating repetitive tasks, allowing human teams to dedicate more time to cultivating relationships with customers, this includes qualifying leads, building targeted email campaigns, and analyzing data to inform business decisions, the outcome? More efficient operations and a happier team. It is imperative for businesses to understand customer sentiments and integration of AI analyzes customer interactions across various channels to assess their emotions and attitudes. This process, known as "sentiment analysis," enables businesses to detect dissatisfaction early, manage online brand perception, and gather valuable insights to enhance products and refine marketing strategies. There are also concerns about Ethical considerations, as AI becomes more integrated, businesses must prioritize customer privacy, eliminate bias in algorithms, and maintain a human touch to build genuine relationships. The future of AI and its possibilities are limitless! Natural Language Processing (NLP) advancements will lead to chatbots that sound and act human, while the integration of AI with virtual reality (VR) and augmented reality (AR) could create immersive and personalized experiences. In summary, AI is not here to replace humans; it is here to collaborate as your customer experience partner.

Enhancing customer engagement behaviors via customer-to-customer interactions and identification

Purpose The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels will likely increase. Consequently, the purpose of this research is to examine how the context in which CCI’s occur (i.e. virtual vs in-person) and the frequency of their occurrence affects customer identification, leading to increased customer engagement and more favorable purchase behaviors. Design/methodology/approach Two studies were conducted to test the proposed models and hypotheses. The sample for Study 1 is comprised of college students taking in-person or online classes (n = 290). In Study 2, members of an online brand community (n = 125) were surveyed. Hypotheses were tested using structural equation modeling (SEM). Findings Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions and heightened identification between customers. Study 2 further examines the CCI frequency-identification link and finds that customer-firm identification is the only form of identification that affects CEBs and purchase behaviors. Originality/value Limited customer engagement research has examined the effects of CCIs on CEBs, and research has rarely compared in-person to virtual CCI contexts. This paper addresses these shortcomings by testing the effects of in-person and virtual CCIs on CCI frequency, identification and CEBs. This research fills another important gap in the literature by considering the unique effects of specific dimensions of customer identification on CEBs and purchase behaviors.

Unpacking the dark side of positive online destination brand engagement: effects on stress, disengagement, and switching intention

ABSTRACT The brand engagement has always been a key objective for destination marketers due to its positive outcomes. However, using the Job Demands-Resources (JD-R) theory, this study delves into an unexplored area by investigating the detrimental effects of positive online destination brand engagement (DBE) on perceived stress, disengagement, and destination-switching intention. The study also delves into the sequential mediation effects of perceived stress and consumer disengagement between online DBE and destination-switching intention. The authors conducted an experimental study with three levels of engagement (low, moderate, and high) in an online DBE scenario. They analysed data from 278 consumers using SmartPLS. The study's findings reveal that online DBE positively impacts perceived stress, which in turn leads to consumer disengagement, ultimately resulting in destination-switching intention. The results validate sequential mediation, indicating that the online DBE's indirect effect on destination-switching intention, as mediated through perceived stress and consumer disengagement. Importantly, the experimental manipulation demonstrated that a moderate level of engagement with destination brands yields more favourable outcomes compared to low and high levels, thereby enhancing the study's practical relevance. The study's findings offer valuable insights for destination marketers, underlining the need to manage online brand engagement effectively to avoid negative consequences.

What Makes an Influencer? Comparing U.S. and Chinese Millennial Perceptions of Brand Communication from the Most-Followed Influencers on TikTok and Douyin

ABSTRACT Millennials have become the most sought-after generation for online brand communications, which have leveraged social media influencers (SMI) as spokespeople. As communication becomes more instantaneous and global, we examine how SMIs function in two different cultures: the United States and China. Specifically, we use mixed methods to examine the content, source, and user motivations from the top 5 most-followed SMIs on TikTok and Douyin, adding to the literature on these increasingly relevant platforms. We find that SMIs incorporate brand content with personal content, and Douyin SMIs seem to have more brand communication on their pages. Additionally, through interviews with millennial-age followers, we find that SMIs have strong influence over purchasing behavior of millennials in both countries, motivating impulse buying behavior. Douyin users are drawn to live streaming and attractive visuals while TikTok users seek information and entertainment. Implications for brand communication with SMIs across cultures is discussed.

Evaluating the Impact of Social Media Advertising Strategies on Consumer Purchase Behavior in the Fashion Retail Sector

Utilizing a cross-sectional survey design and convenience sampling method, data was collected from 110 participants through questionnaires. The sample included active social media users, aged 18-45, who regularly follow and engage with fashion brands online. This integrates quantitative survey data and consumer behavior metrics from leading fashion brands. Findings reveal that personalized, visually engaging content and authentic, interactive brand communications significantly boost consumer engagement and purchase intentions. Moreover, this research introduces a unique analysis of demographic variables—including age, gender, and social media usage patterns-emphasizing their moderating effects on consumer responses to social media advertising.

The Influence of Customer Participation Towards Repurchase Intention with Online Brand Community Trust and Positive eWOM as Intervening Variables in BeautyHaul

E-commerce technology is advancing rapidly in Indonesia's personal care and cosmetics industries. BeautyHaul, the first personal care e-commerce company in Indonesia, aims to strengthen relationships with customers and increase their loyalty through consumer involvement in brand communities and word-of-mouth (eWOM) marketing which have the potential to increase repurchase intention. Data were collected from a sample survey of 155 respondents using purposive sampling method, which were analysed through Partial Least Squares-Structural Equation Modelling (PLS-SEM) and PLS-Predict. The coefficient of determination R2 indicates the influence of independent variables on repurchase intention is 44%. The analysis findings show that customer participation, positive electronic word-of-mouth (eWOM) and online brand community trust has positive and significant influence on repurchase intention on direct effect. The result shows that positive electronic word-of-mouth (eWOM) and online brand community trust also have positive and significant influence as mediators between customer participation and repurchase intention. Based on the findings of this study, BeautyHaul should concentrate more on boosting customer participation in order to strengthen repurchase intention.

Impact of Digital Content Quality and Network Externalities on the Development of Young Consumers’ Online Brand Trust and Loyalty

Studies have shown that young consumers continue to be the target of digital marketing communications. They are also a source of revenues from online platforms that provide digital content. This research aimed to investigate whether young consumers’ online brand trust and online brand loyalty would be significantly influenced by such independent variables as creators’ digital content quality and network externalities. The study employed purposive sampling of 402 Thai undergraduate respondents who regularly view contents from their followed or subscribed channels. The research results were statistically analyzed using Structural Equation Modeling. The analysis revealed that creators’ digital content quality (.745, p < .001) and network externalities (.152, p < .001) had a significant impact on online brand trust. Furthermore, online brand trust (.960, p < .001) also had a significant impact on online brand loyalty. The findings provide empirical evidence for social media and digital marketing communications. In addition, the findings reveal that enhancing trust is still crucial to branding.

Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories

Corporate brand storytelling is gaining significance as social media and company websites become crucial avenues for consumer engagement. As part of an effort to create engagement with the brand story across all platforms, the current article suggests combining myths’ elements. Adopting the literary approach to myths, this paper defines myth as a narrative that holds significance among its followers. Based on previous research, this paper proposes a corporate brand storytelling model encompassing story, meaning, ritual, and transmedia dimensions. To assess how leading corporate brands use storytelling elements across their online platforms a quantitative content analysis was performed. Four key insights were derived from the study. First, storytelling should be systematically managed and studied according to our model. Second, rituals and transmedia are underutilized in integrating and disseminating brand storytelling. Third, storytelling should extend beyond paid advertising to achieve desired outcomes. Lastly, the incorporation of mythmaking and storytelling highlights the significance of cultural aspects, urging multinational brands to integrate local cultural elements.