Detailed summary of Social Media Marketing. For each week: all the lectures and seminars in combination with the articles. Course in 2021/2022. Grade 9. Good luck!
Business Administration: Consumer/Digital Marketing
Social Media Marketing (6314M0345Y)
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SOCIAL MEDIA MARKETING
List of articles
Week 1
Schivinski, Bruno, George Christodoulides, and Dariusz Dabrowski. “Measuring
Consumers’ Engagement With Brand-Related Social-Media Content: Development
and Validation of a Scale That Identifies Levels of Social-Media Engagement with
Brands.” Journal of advertising research56.1 (2016): 64–80.
Perreault, M. C. and Mosconi, E. (2018). Social media engagement: Content strategy
and metrics research opportunities, Paper presented at the Proceedings of the 51st
HI International Conference on System Sciences.
Osei-Frimpong, Kofi, Graeme McLean, and Samuel Famiyeh. “Social Media Brand
Engagement Practices: Examining the Role of Consumer Brand Knowledge, Social
Pressure, Social Relatedness, and Brand Trust.” Information technology & people
(West Linn, Or.)33.4 (2019): 1235–1254.
Week 2
Berger, Jonah. “Word of Mouth and Interpersonal Communication: A Review and
Directions for Future Research.” Journal of consumer psychology24.4 (2014): 586–
607.
Swani, Kunal, and Lauren I Labrecque. “Like, Comment, or Share? Self-Presentation
Vs. Brand Relationships as Drivers of Social Media Engagement Choices.” Marketing
letters31.2-3 (2020): 279–298.
Week 3
Hodas, Nathan O, Ryan Butner, and Court Corley. “How a User’s Personality
Influences Content Engagement in Social Media.” Social Informatics. Cham: Springer
International Publishing, 2016. 481–493.
Tsai, Wan-Hsiu Sunny, and Linjuan Rita Men. “Consumer Engagement with Brands on
Social Network Sites: A Cross-Cultural Comparison of China and the USA.” Journal of
marketing communications23.1 (2017): 2–21.
Week 4
Colicev, Anatoli et al. “Improving Consumer Mindset Metrics and Shareholder Value
through Social Media: The Different Roles of Owned and Earned Media.” Journal of
marketing82.1 (2018): 37–56.
Argyris, Young Anna et al. “The Effects of Visual Congruence on Increasing
Consumers’ Brand Engagement: An Empirical Investigation of Influencer Marketing
on Instagram Using Deep-Learning Algorithms for Automatic Image Classification.”
Computers in human behavior112 (2020): 106443–.
Giakoumaki, Christina, and Areti Krepapa. “Brand Engagement in Self ‐concept and
Consumer Engagement in Social Media: The Role of the Source.” Psychology &
marketing37.3 (2020): 457–465.
Week 5
• McShane, Lindsay et al. “Emoji, Playfulness, and Brand Engagement on Twitter.”
Journal of interactive marketing53 (2021): 96–110.
, • Villarroel Ordenes, Francisco et al. “Cutting through Content Clutter: How Speech and
Image Acts Drive Consumer Sharing of Social Media Brand Messages.” The Journal of
consumer research45.5 (2019): 988–1012.
• Barry, James M, and Sandra S Graça. “HUMOR EFFECTIVENESS IN SOCIAL VIDEO
ENGAGEMENT.” Journal of marketing theory and practice26.1-2 (2018): 158–180
• Swani, Kunal et al. “What Messages to Post? Evaluating the Popularity of Social
Media Communications in Business Versus Consumer Markets.” Industrial marketing
management62 (2017): 77–87.
RQ: What factors influence social media engagement (SME)?
• WHAT – definition of SME and how to measure it
o Articles 1 and CP
• WHY – motivational factors influencing SME
o Articles 3, 4 and 6
• WE – how individual personality and culture influence our SME
o Articles 5, 6 and 9
• WHO – how source influences SME
o Articles 7, 8 and 9
• HOW – how content and messaging factors influence SME
o Articles 8, 10, 11 and 12
• WHEN & WHERE – how does SME differ across social media platforms – and other
scheduling factors
o Articles 3, 7, 11, 14 and 15
• BRAND RELATIONSHIP – brand relationship impact
o Articles 2 and 6
,Week 1 – WHAT: What is Social Media Engagement (SME)?
Article 1
Schivinski, Bruno, George Christodoulides, and Dariusz Dabrowski. “Measuring Consumers’
Engagement With Brand-Related Social-Media Content: Development and Validation of a
Scale That Identifies Levels of Social-Media Engagement with Brands.” Journal of advertising
research56.1 (2016): 64–80.
• The purpose of this study was to develop a scale to measure the consumer’s
engagement with brand-related social-media content, based on three dimensions:
consumption, contribution, and creation.
• Social networking sites have influenced the communication habits of consumers. The
interactive nature of social media has changed how consumers engage with brands.
The authors believe that the operationalization of consumers’ engagement with
brands on social media (CEBSC) is largely fragmented. This scale looks at engagement
with the brand-related social-media content and as engagement as a behavioral
construct. This study focused on the consumer, not the organization and is
independent from a specific social media platform.
• To develop the CEBSC-scale, the researchers used a combination of qualitative and
quantitative research. The following research objectives were proposed:
o RO1: to identify and categorize individual consumer’s online brand-related
activities
o RO2: to test the factorial validity of scores from the author’s CEBSC scale
o RO3: to test whether a hierarchical relationship existed among the
dimensions of the framework
o RO4: to validate the psychometric properties of the scale with nomological
network constructs
Literature review
Consumers’ online brand-related activities
• Consumers’ interests in brands on the internet began in the 1990s when they started
to use Yahoo and AOL to share their opinions about products. Nowadays, consumers
use an array of tools and resources on social media to engage with brands. Different
brand-related activities on social media may entail different levels of engagement,
e.g., consuming (see a picture or watch a movie), contributing (liking or commenting)
and creating (upload a picture).
• The Consumer’s Online Brand-Related Activities theory = a set of brand-related
online activities on the part of the consumer that vary in the degree to which the
consumer interacts with social media and engages in the consumption, contribution,
and creation of media content.
Consumption
• Consumption represents a minimum level of engagement and refers to consumers
who passively consume brand-related media without participating. It includes both
user-generated and firm-created content (no distinction of communication sources)
and is the most frequent type of online-brand activity among consumers.
Contribution
, • This dimension includes both peer-to-peer and peer-to-content interactions about
brands. Consumers contribute to brand-related content created previously by a
brand or individual through participation. Research on this dimension can be traced
back to e-wom and online customer reviews.
Creation
• This dimension involves consumers’ creation and online publication of brand-related
content. This research is grounded in product cocreation and consumer
empowerment. The creation dimension represents the strongest level of online
brand-related engagement in that it may stimulate further consumption and/or
contribution by other peers. The same person may act as a consumer, contributor,
and creator of content for the same brand or, for instance, contribute for one brand
but only consumer content from another brand.
Methodology
• The authors followed a multi-stage process of scale development and validation
consisting of five studies – three qualitative and two quantitative.
• To accomplish RO1, three qualitative studies were designed (online focus groups,
online depth interviews and netnography). The outcomes of the qualitative studies
served as a basis to achieve the subsequent research objectives.
• Study 4 was designed to address both RO2 and RO3.
• Study 5 was designed to achieve RO4.
Qualitative exploration
Study 1: online focus groups
• The purpose of study 1 was to elaborate on the brand-related social-media activities.
2 online focus groups were used, resulting in a total of 25 participants. They were
divided in passively consuming (consumption, 12 participants) and creating brand-
related content (creation, 13 participants).
• Activities pertinent to the contributing dimension should emerge spontaneously
because it intermediates the consuming and creating dimensions.
• To participate in the consumption board, the respondents needed to use the Internet
daily and actively follow brands on social media. The same criteria were required for
the creation board plus the respondents needed to have created at least 3 pieces of
content for at least one brand.
• The respondents ranged from 18 to 34 years. The majority (47%) declared using at
least one social-media channel, 33% used frequently two services, the remaining
three or more.
Study 1: results
• The outcomes included activities belonging to the three types of consumer online
brand-related activities (COBRA), which included:
o Following a brand on social media
o Watching brand-related videos, pictures, and images
o Commenting on brand-related posts
o Writing brand-related content on blogs
Study 2: online depth interviews
• The goals of study 2 were to confirm the list of COBRAs with a different sample and
to discover activities that remained undetected in study 1. 32 consumers were
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