This document defines key variables and concepts related to the impact of well-known brands' social media marketing on interactions with consumers. It defines variables like consumer brand engagement, interaction, customization, and electronic word-of-mouth. It then provides conceptual and operational definitions for each variable from previous literature.
This document defines key variables and concepts related to the impact of well-known brands' social media marketing on interactions with consumers. It defines variables like consumer brand engagement, interaction, customization, and electronic word-of-mouth. It then provides conceptual and operational definitions for each variable from previous literature.
This document defines key variables and concepts related to the impact of well-known brands' social media marketing on interactions with consumers. It defines variables like consumer brand engagement, interaction, customization, and electronic word-of-mouth. It then provides conceptual and operational definitions for each variable from previous literature.
Impact Of Well Known Brands Social Media Marketing
On Brand’s Interaction with Consumers
Theoretical Framework Conceptual Definitions 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 relationship.” 2014)
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.” Operational Definitions 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