Interaction

Impact Of Well Known Brands Social Media Marketing On Brand’s Interaction with Consumers

Customization
Theoretical Framework

H1

E-Word of Mouth

H2
Brand’s Interaction with
Consumers

H3

H4
Variable Conceptual Definition Year, Author

CBE “Conceptualized as a psychological state that (Brodie et al., 2011;

involves consumers’ passion for the brand, arising Hollebeek et al.,
from the strength of consumer–brand 2014)
relationship.”

Interaction “Social media interaction is fundamentally (Gallaugher &

changing communication between brands and Ransbotham, 2010;
customers.” Kaplan and
Haenlein, 2010)
Customization “Customization refers to the extent of tailoring (Godey et al., 2016)
services, marketing efforts and messages to
satisfy consumers’ personal preferences.”
E-WOM “WOM refers to communications made by (Hennig-Thurau et
potential, actual or former customers about a al., 2004)
product, brand or company using social-media
platforms.”
Trendiness “Trendiness refers to the extent to which a brand (Naaman et al.,
communicates the latest, up-to-date and trendy 2011)
information about the brand.”
Variable Operational Definitaion

Consumer brand Using this brand get me to think about brand

engagement

Using this brand stimulates my interest to learn more about brand

I feel very positive when I use Brand
Using brand X makes me happy
I spend a lot of time using brand X compared with other brands
Trendiness Content found on brand X social media are up to date
Using brand X social media is very trendy
The content on brand X social media is the newest information
Customisation It is possible to search for customized information on brand X social
media
Brand X social media provide customized services
Brand X social media provide lively feed information I am interested in
It is easy to use brand X social media

Brand X social media can be used anytime, anywhere

E-WOM I would like to pass information on brands, products or services from
brand X social media to my friends
I would like to upload content from brand X social media on my
Facebook page or my blog
I would like to share opinions on brands, items or services acquired from
brand X social media
Interaction It is easy to convey my opinion through brand X social media
It is easy to convey my opinions or conversation with other users
through brand X social media
It is possible to have two-way interaction through brand X social media
It is possible to share information with other users through brand X
social media