Brand And Social Network Community Commitment In Brand Fan Pages In Social Media
This paper investigates the impact of social network community commitment (SnCC) and brand community commitment (BCC) on usage of brand fan pages in social media, repurchase intention and Read More »
Social Media And Consumers’ Reactions To Brand Crisis: The Case Of Barilla
Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and mass media audience react Read More »
Author: Stefano Pace, Bernardo Balboni, Giacomo Gistri
Contributor: eb™ Research Team
An Exploratory Study Of Customer-Based Brand Equity On Facebook
The emergence of digital social networks as mass media has considerably increased the academic research interest in this area. The following is an exploratory ethnographic case study to trace the Read More »
Author: Shobhit Eusebius, Mathew Parackal, Juergen Gnoth
Contributor: eb™ Research Team
Does Offline Brand Advertising Affect Online Conversations?
Marketers are shifting advertising spend from offline to online. However, ignoring the offline advertising has its perils as creatives of offline advertisements are emotion laden. This research Read More »
The Effect Of The Content Of Offline Advertising On Online Sentiment
User generated content (UGC) is an important diagnostic of consumer response. This study analyzes the impact of offline television advertising on UGC using a dynamic difference in difference Read More »
Social Media Capability Of Exporting Firms And Its Effects On Performance
Social media applications like Twitter, Facebook or LinkedIn have gained importance not only for private people but also for businesses. Our objective is to examine the extent to which the exporting Read More »
Author: Josep Rialp, Mª Del Carmen Alarcon, Alex Rialp
Contributor: eb™ Research Team
Will My Followers Tweet? Predicting Twitter Engagement Using Machine Learning
Brand managers who are able to understand how social media is evolving first have an advantage over those who are slower to understand what their followers are doing. Despite the advantage such Read More »
Author: William Rand, Jared Sylvester, Michelle Girvan, David Darmon
Contributor: eb™ Research Team
Effects Of Owned And Earned Social Media And Paid Traditional Media On Consumer Mind-Set Metrics
This research provides insights into the effects of both owned (i.e., firm’s social media platform) and earned social media (i.e., consumer-initiated interactions with the firm on other social Read More »
Author: Lisette de Vries, Peter S.H. Leeflang, Sonja Gensler
Contributor: eb™ Research Team
Price Complexity In Tariff Choice Situations: An Investigation Of Service Type
In this paper we describe three experiments comparing customer responses to complex prices between four services: banking, flights, health clubs, and mobile communication. The first study analyzes Read More »
Value Co-creation In Online Healthcare Communities: The Self- And Other-Focus In Online Postings
Health care customers increasingly use digital environments to take an active role in the creation of an optimal service experience. In online communities, patients share ideas, information and Read More »
Author: Annouk Lievens, Dominik Mahr, Sarah Van Oerle
Contributor: eb™ Research Team