Social Media Marketing (September/October 2021)
Consists of: Table with results per article + Comprehensive summary per article + Most important information lectures
Article 1: Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content:
Development and validation of a scale that identifies levels of social-media engagement with brands.
Conference Paper: Perreault, M. C., & Mosconi, E. (2018, January). Social media engagement: Content strategy and metrics research opportunities.
Article 2: Osei-Frimpong, K., McLean, G., & Famiyeh, S. (2019). Social media brand engagement practices: Examining the role of consumer brand
knowledge, social pressure, social relatedness, and brand trust.
Article 3: Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research.
Article 4: Swani, K., & Labrecque, L. I. (2020). Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media
engagement choices.
Article 5: Hodas, N. O., & Butner, R. (2016, November). How a user’s personality influences content engagement in social media.
Article 6: Tsai, W. H. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and
the USA.
Article 7: Colicev, A., Malshe, A., Pauwels, K., & O'Connor, P. (2018). Improving consumer mindset metrics and shareholder value through social
media: The different roles of owned and earned media.
Article 8: Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). 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.
Article 9: Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self ‐concept and consumer engagement in social media: The role of the
source.
Article 10: McShane, L., Pancer, E., Poole, M., & Deng, Q. (2021). Emoji, playfulness, and brand engagement on twitter.
Article 11: Villarroel Ordenes, F., Grewal, D., Ludwig, S., Ruyter, K. D., Mahr, D., & Wetzels, M. (2019). Cutting through content clutter: How speech
and image acts drive consumer sharing of social media brand messages.
Article 12: Barry, J. M., & Graça, S. S. (2018). Humor effectiveness in social video engagement
Article 13: Swani, Kunal et al. “What Messages to Post? Evaluating the Popularity of Social Media Communications in Business Versus Consumer
Markets.”
Article 14: Kanuri, V. K., Chen, Y., & Sridhar, S. (2018). Scheduling content on social media: Theory, evidence, and application.
Article 15: Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The
differentiating role of platform type.
, Topic Article
WHAT: Definition of SME and how to measure it Article 1 (week 1) – CEBSC scale (measuring engagement)
The amount Social Media Engagement (SME) can be measured with the CEBSC scale
Article 1 & Conference Paper engagement with brand-related content
Level 1) consumption = lowest level of engagement, seeing/watching (observe), most frequent
engagement
Level 2) contribution = participation by sharing/commenting, these are metrics that can be used
to measure engagement (conference paper), peer-to-peer (sharing) or peer-to-content
(commenting)
Level 3) creation = creation + online publication of content, user-generated highest level of
engagement leads to positive consumer acceptance
• Hierarchical relationship: but for one brand you can consume/contribute/create at the same
time, and can also differ between brands, and we can flip around in one session. But usually, with
the first brand experience/contact, you start off in the consume stage, then contribute and then
create.
• Suppression effect: number of consumers way bigger than amount of creators
Conference paper (week 1) – Metrics (measuring engagement)
• Factors that influence SME = Antecedents of SME
- Brand’s: brand trust, brand perception, brand relationship,
- User’s: peer communication, culture, attitude
-Technical: length of the post
- Page/content: the ease of use
• Measuring SME = With social media metrics (like/comment/share etc.)
Since different factors of brand engagement are related to these metrics so the metrics can be
used to measure the amount of social media engagement
, BRAND RELATIONSHIP: How brand relationships influence SME Article 2 (week 1) – influencing factors on brand engagment
• Things that play a role in SMBE = prior brand knowledge, brand trust, perceived social
Article 2 & Article 6 pressure:
- Brand knowledge: causes curiosity to find out more about a brand, easier to engage, less risk
involved = more confidence about finding out more
- Brand trust: confidence that the brand is going to behave in the expected way, as trust is built by
consistent experiences
- Social pressure: Feeling pressured by others, due to the need to fit in (not always conscious
- Perceived social relatedness (PSR) strengthens relationship between prior brand knowledge and
SMBE feeling the need to relate to others, reinforces the need to search for information
- Perceived social relatedness (PSR) strengthens relationship between perceived social pressure
and SMBE when you feel the need to relate to others, heightens perceived social pressure
- Perceived social pressure does not moderate relationship brand trust & SMBE both intrinsic
motivational variables, they don’t add up
Article 6 (week 3) – China VS USA
• Antecedents of engagement on SNS sites:
- Social media dependency: users reliance on social media sources to reach serious/entertainment
goals Chinese more dependent than USA users
- Parasocial interaction: the degree that people feel like having a real relationship with the brand
on social media Chinese perceive more connections than USA
- Community identification: consumers interact with brand representatives, and socialize
with/share recourses with/like and comment on posts from other people that like the brand
Chinese close bond with preferred brand & associated communities, USA low identification with
brand communities; liking/following is about self-expression
• China = collectivistic: interdependence, peer-bonding, group-centured values
• USA = individualistic: independence, individuality, personal goals, competitive
• Chinese more engaged with SM than USA: Chinese engage mostly for social purposes (relying
on personal connections for information and support), USA engage mostly for economic benefits
(free samples), entertainment important driver for both
, Article 3 (week 2)
WHY: The motivational factors that influence SME Complete table separately from this table (below this table)
Article 3 & Article 4 & Article 6 Article 4 (week 2) – BRC & Self-presentation
• Motivations to engage:
- Brand-relationship connections (BRC) = engaging with content to maintain ongoing relationship
with brand
- Self-presentation = engage with content to support desired identity/manage your impression in
other’s eyes
• Related to engagement metrics:
- Likes BRC, as liking offers minimal exposure to others
- Comments BRC and self-representation, as comments can add meaning to the post (BRC) and
can be posting self-thoughts about a topic (self-presentation)
- Share Self-representation, due to the high exposure and visibility of shared content
To build relationships, likes are most important to the brand, and comments also partly signal
brand-affinity. Actions that take more effort (commenting/sharing), not necessarily form greater
value.
Article 6 (week 3) – China VS USA
• Antecedents of engagement on SNS sites:
- Social media dependency: users reliance on social media sources to reach serious/entertainment
goals Chinese more dependent than USA users
- Parasocial interaction: the degree that people feel like having a real relationship with the brand
on social media Chinese perceive more connections than USA
- Community identification: consumers interact with brand representatives, and socialize
with/share recourses with/like and comment on posts from other people that like the brand
Chinese close bond with preferred brand & associated communities, USA low identification with
brand communities; liking/following is about self-expression
• China = collectivistic: interdependence, peer-bonding, group-centured values
• USA = individualistic: independence, individuality, personal goals, competitive
• Chinese more engaged with SM than USA: Chinese engage mostly for social purposes (relying
on personal connections for information and support), USA engage mostly for economic benefits
(free samples), entertainment important driver for both
, Article 5 (week 3) – Personalities & moods
WE: How personality/culture influences SME - Informative messages = objective information, to help users with decision-making regarding
event
Article 5 & Article 6 - Social messages = emphasizes social aspects, to communicate informal aspects of event
- Sympathetic messages = convey explicit emotions/sympathy, specifically related to others
involved in event
• Personality type impacts the attention people give to social media
- Agreeable personality (= collectivistic society): prefers social content
- Conscientious personality: prefers social content & informative content
- Extrovert personality: prefers social content
Agreeable, extrovert & open personalities are more engaged with social media
• Mood impacts the attention people give to social media
- Anger: prefers informative content
- Confusion: prefers less content in general, whereby less social content in particular
- Depressed: prefers informative content & social content
- Fatigued: prefer informative content
Depressed/fatigued/confused mood = less engaged with social media
Managers can target on personality trait, respond to personality types on social media
Article 6 (week 3) – China VS USA
Collectivistic culture: Social media engagement for social purposes, to access • Antecedents of engagement on SNS sites:
information; in this culture, people perceive a close bond with preferred brand - Social media dependency: users reliance on social media sources to reach serious/entertainment
and associated communities (BRC, social bonding) goals Chinese more dependent than USA users
Individualistic culture: SME engagement for economic benefit, as people - Parasocial interaction: the degree that people feel like having a real relationship with the brand
perceive a low identification with brand communities (Self-representation, on social media Chinese perceive more connections than USA
impression management) - Community identification: consumers interact with brand representatives, and socialize
with/share recourses with/like and comment on posts from other people that like the brand
Chinese close bond with preferred brand & associated communities, USA low identification with
brand communities; liking/following is about self-expression
• China = collectivistic: interdependence, peer-bonding, group-centured values
• USA = individualistic: independence, individuality, personal goals, competitive
• Chinese more engaged with SM than USA: Chinese engage mostly for social purposes (relying
on personal connections for information and support), USA engage mostly for economic benefits
(free samples), entertainment important driver for both
