Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions

Examines trends in digital marketing to youth that uses "immersive" techniques, social media, behavioral profiling, location targeting and mobile marketing, and neuroscience methods. Recommends principles for regulating inappropriate advertising to youth

The emerging landscape of Social Media Data Collection: anticipating trends and addressing future challenges

[spa] Las redes sociales se han convertido en una herramienta poderosa para crear y compartir contenido generado por usuarios en todo internet. El amplio uso de las redes sociales ha llevado a generar una enorme cantidad de información, presentando una gran oportunidad para el marketing digital. A través de las redes sociales, las empresas pueden llegar a millones de consumidores potenciales y capturar valiosos datos de los consumidores, que se pueden utilizar para optimizar estrategias y acciones de marketing. Los beneficios y desafíos potenciales de utilizar las redes sociales para el marketing digital también están creciendo en interés entre la comunidad académica. Si bien las redes sociales ofrecen a las empresas la oportunidad de llegar a una gran audiencia y recopilar valiosos datos de los consumidores, el volumen de información generada puede llevar a un marketing sin enfoque y consecuencias negativas como la sobrecarga social. Para aprovechar al máximo el marketing en redes sociales, las empresas necesitan recopilar datos confiables para propósitos específicos como vender productos, aumentar la conciencia de marca o fomentar el compromiso y para predecir los comportamientos futuros de los consumidores. La disponibilidad de datos de calidad puede ayudar a construir la lealtad a la marca, pero la disposición de los consumidores a compartir información depende de su nivel de confianza en la empresa o marca que lo solicita. Por lo tanto, esta tesis tiene como objetivo contribuir a la brecha de investigación a través del análisis bibliométrico del campo, el análisis mixto de perfiles y motivaciones de los usuarios que proporcionan sus datos en redes sociales y una comparación de algoritmos supervisados y no supervisados para agrupar a los consumidores. Esta investigación ha utilizado una base de datos de más de 5,5 millones de colecciones de datos durante un período de 10 años. Los avances tecnológicos ahora permiten el análisis sofisticado y las predicciones confiables basadas en los datos capturados, lo que es especialmente útil para el marketing digital. Varios estudios han explorado el marketing digital a través de las redes sociales, algunos centrándose en un campo específico, mientras que otros adoptan un enfoque multidisciplinario. Sin embargo, debido a la naturaleza rápidamente evolutiva de la disciplina, se requiere un enfoque bibliométrico para capturar y sintetizar la información más actualizada y agregar más valor a los estudios en el campo. Por lo tanto, las contribuciones de esta tesis son las siguientes. En primer lugar, proporciona una revisión exhaustiva de la literatura sobre los métodos para recopilar datos personales de los consumidores de las redes sociales para el marketing digital y establece las tendencias más relevantes a través del análisis de artículos significativos, palabras clave, autores, instituciones y países. En segundo lugar, esta tesis identifica los perfiles de usuario que más mienten y por qué. Específicamente, esta investigación demuestra que algunos perfiles de usuario están más inclinados a cometer errores, mientras que otros proporcionan información falsa intencionalmente. El estudio también muestra que las principales motivaciones detrás de proporcionar información falsa incluyen la diversión y la falta de confianza en las medidas de privacidad y seguridad de los datos. Finalmente, esta tesis tiene como objetivo llenar el vacío en la literatura sobre qué algoritmo, supervisado o no supervisado, puede agrupar mejor a los consumidores que proporcionan sus datos en las redes sociales para predecir su comportamiento futuro

Customer Engagement: Perceived Benefits and Effect of Individual and Brand Personality on Engagement Behaviors

Customer engagement has been defined as “the customer’s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers” (van Doorn et al. 2010, p. 254). The term is often used to refer to creating experiences that allow companies to build deeper, more meaningful and sustainable interactions with their customers (The Economist 2007). While practitioners have been very interested in customer engagement as it is believed to lead to loyalty, academic interest toward customer engagement as a separate construct has been somewhat limited (van Doorn et al. 2010). This research extends the literature on customer engagement by looking at internal and external motivational factors driving engagement and by showing that individual and brand characteristics affect consumer inclination to engage. This dissertation consists of two essays. Essay 1 presents a typology of customer engagement behaviors based on perceived motivational benefits driving those behaviors. This typology will be useful to marketers as it outlines important benefits derived from engaging in an extensive list of engagement behaviors and suggests how to motivate groups of behaviors based on salient benefits. In addition, the typology can be extended to new social media networks which may become available in the future. Further, understanding what motivational benefits are important for different groups of behaviors is key in order to encourage desired engagement behaviors. Essay 2 examines the effect of individual and brand personality on customer engagement. In particular, we explore how individual attachment style impacts one’s likelihood to engage with brands. We also study whether consumer perceptions of the brand as sincere or exciting affect customer engagement and brand attachment. Further, we examine the role of brand familiarity on the relationship between brand personality, attachment style, and engagement. Essay 1 draws upon the Uses and Gratifications Framework (Blumler and Katz 1974; Katz et al. 1974) which has been used to explain various engagement behaviors including participation in virtual communities, social networking, and blogs (Raacke and Bonds-Raacke 2008). We apply this framework to understand a wider range of customer engagement behaviors. In addition, we extend the four benefits comprising the framework (cognitive, social integrative, personal integrative, and hedonic), to include an additional type of benefit — economic benefits. This essay contributes to the theory on customer engagement by creating a typology of engagement behaviors. Currently, marketers are concerned with increasing engagement as a whole, but due to the broad scope of this construct, it might be more effective to target specific clusters of engagement behaviors instead. Essay 2 examines the effect of individual and brand personality on customer engagement behaviors. This essay makes three primary theoretical contributions. First, it begins to shed light on what are some of the personality characteristics differentiating engaged consumers. In particular, this essay shows that consumers with secure attachment styles tend to be more engaged than consumers with anxious attachment styles. Second, this research also contributes to the literature on brand relationships: we explore whether the way consumers relate to others mirrors the way they relate to brands. Last, to our knowledge, the effect of brand personality on customer engagement has not been examined. This essay has several managerial implications. First, it helps marketers identify personality characteristics that differentiate consumers that are more likely to engage. In addition, this essay also identifies some important brand characteristics that draw consumers to engage. This dissertation is one of the first attempts to use an integrative approach toward examining online customer engagement behaviors. Previous studies have either focused on one specific behavior or have conceptually discussed customer engagement. In this research, we create a typology of customer engagement by categorizing the different engagement behaviors on the basis of their perceived benefits. By classifying an extensive list of engagement behaviors with respect to their perceived motivational benefits, we create a nuanced typology of engagement behaviors which contributes to the theory on customer engagement. We also show that individual attachment style and brand personality affect customer engagement. In particular, we show that consumers with secure attachment style are more likely to engage with brands compared to consumers with anxious attachment style. Last, this research shows that brand familiarity is an important factor affecting engagement especially for consumers who have anxious attachment style

What’s In It For Me? Consumer Perceived Value of Marketing Activities as a Driver of Consumer Brand Engagement on Social Network Sites.

Social network sites are transforming the way companies, both big and small, communicate and market to consumers. Many businesses recognize the need for incorporating a social networking strategy as part of their overall marketing efforts. This strategy involves the use of social network sites as a means of promoting and communicating about a focal brand to consumers, attracting and building relationships with consumers, and increasing sales. However, an effective social network strategy is much more complex than simply having a Facebook page to which companies occasionally post. The effectiveness of marketing on social network sites depends at least in part on the marketing activities a firm chooses to utilize as well as tangible and intangible value these activities provide consumers. The effectiveness of social network site strategies can be measured in terms of online consumer brand engagement – or how many users are paying attention to and interacting with an organization’s brand content on social network sites. The purpose of this dissertation is to 1) create a classification of social network site marketing activities and 2) empirically test the role of perceived instrumental, experiential, and social value as drivers of online consumer brand engagement with company-generated marketing activities

Using Social Media to Increase Consumer Loyalty to a Brand

The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs (p. 254). This study focuses on the necessary tools, tactics, and strategies that should be utilized through social media in order to increase consumer loyalty

THE ROLE OF FACEBOOK IN MARKETING: CONCEPTUAL MODEL AND EMPIRICAL TEST

The purpose of this research was to identify the relationships between ‘Facebook’ brand page users’ motivations, engagement behaviors and future behavioral intentions. For this purpose, a model of Facebook brand fan page user motivations, engagement and behavioral intentions was proposed. The model was tested via an online survey distributed to Facebook users in Bosnia and Herzegovina. A total of 504 usable surveys were considered for the data analysis. Following the exploratory factor analysis tests, four main motivational factors emerged; information, personal identity, leisure and social interaction. Then, the relationships between these four motivational factors and customer engagement and behavioral intentions were tested in a structural model. Model tests revealed that Facebook brand fan page users were most motivated by information needs in regards to stronger engagement with the fan pages and more positive intentions to buy products through these fan pages. Personal identity needs were also important reasons for customer engagement with brand fan pages on Facebook. Based on these results, practical recommendations were given to marketers and brand fan page administrators

Online cheaters: Profiles and motivations of internet users who falsify their data online

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of this research is to assist the process of filtering the personal information provided by users when registering online, and to determine which user profiles lie the most, and why. This entailed conducting three different studies. Study 1 estimates the percentage of Spanish users by stated sex and generation who lie the most when registering their personal data by analysing a database of 5,534,702 participants in online sweepstakes and quizzes using a combination of error detection algorithms, and a test of differences in proportions to measure the profiles of the most fraudulent users. Estimates show that some user profiles are more inclined to make mistakes and others to forge data intentionally, the latter being the majority. The groups that are most likely to supply incorrect data are older men and younger women. Study 2 explores the main motivations for intentionally providing false information, and finds that the most common reasons are related to amusement, such as playing pranks, and lack of faith in the company's data privacy and security measures. These results will enable academics and companies to improve mechanisms to filter out cheaters and avoid including them in their databases

Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry

The present study assessed the social media use behavior of luxury hospitality facilities and offers suggestions to improve organic post effectiveness. All five-star tourism facilities operating in Turkey were incorporated into the study and publicly available post data on Facebook accounts of 441 facilities (out of a total of 612) were examined in the high tourist season (August) for one month. Data on 2,012 Facebook posts were obtained manually and filtered down to 1,847. The collected post data were subsequently coded using a content analysis form and analyzed via ordinal regression. The results highlighted the positive effects of interactive content and vivid content as well as the significance of the content type in achieving higher interaction among followers. The facility location and category (hotel, holiday village, thermal hotel) also emerged as significant factors affecting follower interactions

Engaging customers through digital marketing: the story of Nude Project

Treballs Finals del Grau d'Empresa Internacional, Facultat d'Economia i Empresa, Universitat de Barcelona, Curs: 2022-2023, Tutor: Francisco Javier Jolonch PalauWe live in a globalized world where society is permanently connected through the internet and social networks. Due to this evolution, brands have had to change their traditional means of communication with their customers and adapt them to the modern times. This is where digital marketing takes on enormous importance. Through this work we will observe what are these new strategies that companies must follow and how to use them efficiently. We will examine rules such as the so-called "4f", we will take a look at conversion strategies aimed at reaching future customers, we will analyze the key role of social networks and we will see how digital marketing allows the brand to get closer to its customers. As an example of good practice and proper management of these techniques, we will study how Nude Project has managed to create a loyal community and has reached unimaginable goals for its founders. Eventually, we will also see how other brands have achieved similar results thanks to the implementation of these digital marketing strategies