Article: The evolving data architecture of social customer relationship

management
Problem statement
This paper explores the reasons for, and challenges with, integrating customer relationship
management (CRM) with social media marketing.
Hypothesis
Social and CRM in combination are likely to be more effective than individually.
Key findings

 Social and CRM in combination is likely to be more effective that either social or CRM
individually.
 A true SCRM strategy will still be driven by marketing but will need to be developed
and executed enterprise-wide.
 Social media containers are risky for brands. They do not own the ‘fan’ data; their
consumers can drift to another social container very quickly, and targeting different
types of consumers is not easy

Article: Product placement 2.0: “Do Brands Need Influencers, or Do

Influencers Need Brands?”
Problem statement
Examin the effects of Instagram posts’ source types and product-placement types on brand
attitude and credibility perception
Hypothesis
No hypothesis stated
Key findings

 Consumers exposed to brand as the source conditions indicated no difference in

corporate credibility and brand attitude regardless of product-placement types.
 consumers exposed to Instagram influencer as the source conditions indicated
higher corporate credibility and more positive attitude toward brand posts when
exposed to the influencer-with-product conditions than when exposed to the
product-only conditions.
Article: An examination of selected marketing mix elements and
brand equity
Problem statement
What is the relationships between selected marketing mix elements and the creation of
brand equity
Hypothesis
Marketing elements are related to the dimensions of brand equity, that is, perceived
quality, brand loyalty, and brand associations combined with brand awareness. These
dimensions are then related to brand equity
Key findings

 frequent price promotions, such as price deals, are related to low brand equity
 high advertising spending, high price, good store image, and high distribution
intensity are related to high brand equity.

Article: Toward a theory of customer engagement marketing

Problem statement
Defining and differentiating engagement marketing, that marks a shift in marketing research
and business practice including its typology
Hypothesis
effectiveness of engagement marketing arises from the establishment of psychological
ownership and self-transformation.
Key findings
Authors provide evidence in support of the derived tenets through case illustrations, as well
as a quasi-experimental field test of the central tenet of engagement marketing.

Article: Emotional branding speaks to consumers’ heart: the case of

fashion brands
Problem statement
In this highly competitive market, fashion brands struggle to distinguish themselves to
increasingly apathetic consumers. To become more competitive, fashion retailers employ
emotional branding as a way to engage their customers, addressing the growing trend of
consumers’ seeking emotional relationships with a brand
Hypothesis
emotional branding is essential, especially to fashion brands, when developing brand
strategies in a volatile marketplace.
Key findings

 In this fiercely competitive retail environment where countless brands provide

similar products and service with good quality, consumers would turn to brands that
appeal to their emotion
 Emotional branding addresses consumers’ desire to have positive experiences,
express authentic self rather than idealized self, achieve warm glow, and participate
in co-creation.
 Fashion retailers can employ to increase consumer involvement and strong
emotional bonds with their brand.
 suggested strategies can help brands to build emotional connections with their
current and potential customers, leading to true brand loyalty.

Article: Customer engagement: the construct, antecedents, and

consequences
Problem statement
Highlighting the need and develop a framework for customer engagement (CE) that
elaborates on the components of CE as well as the antecedents (satisfaction and emotion)
and consequences (tangible and intangible outcomes) of CE.
Hypothesis
When a relationship is satisfying and has emotional connectedness, the partners become
engaged in their concern for each other
Key findings
The proposed framework elaborates on the components of CE as well as the antecedents
(satisfaction and emotion) and consequences (tangible and intangible outcomes) of CE. The
firm (B2B vs. B2C), type of industry (service vs. product), value of the brand (high vs. low),
and level of involvement (high vs. low) moderate the link between satisfaction and direct
contribution, and between emotions and indirect contribution of CE, respectively.