The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models

New communication media challenges for supervisors and external doctoral students

This study investigated perceptions of doctoral students and supervisors in an Australian university about communication challenges in doctoral distance education, frequency of communication between candidate and supervisors, satisfaction with meetings or communication, use of communication media and use of new types of personal media of communication. Forty-one doctoral students and nine supervisors confirmed their reliance on email communication via responses on a communications survey. Subtle differences emerged between the perceptions of doctoral students and their supervisors with reference to the adaptation of distance learning materials, the mix of synchronous and asynchronous interaction, and the use of new media of communication in the university. There was a less than positive perception of the use of discussion boards or online communities as learning tools

‘Offline’ vs ‘online’ media: Claim-makers, content, and audiences of climate change information

This paper aims to explore both similarities and differences between offline and online climate change communication in terms of claim-makers, content, and audiences. It is based on academic peer reviewed papers directly relevant to the communication of climate change by the media, published in English language between 2010 and 2016. Interdependences between offline and online media are often cited, especially in terms of web searches of information already reported by traditional media (both print and television). In some other cases, the study of the intermedia agenda shows that the debate originated on online blogs triggers and conditions the attention of print media. This interdependence is also showed by a polarisation between ‘activists’ and ‘contrarians’ in both online and offline arenas. However, while the web offers greater space for interaction and a variety of sources, the dominance of the ‘old media’ point of view seems to undermine these attempts

A comparison of social media marketing between B2B, B2C and mixed business models

This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi’s (2012) customer engagement cycle is utilized to compare B2B, B2C, Mixed B2B/B2C and B2B2C business model organizational practices in relation to social media usage, importance, and its perceived effectiveness as a communication channel. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media marketing usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models

The comparative study of studen’s achievement beetwen using Powerpoint learning media and module learning media of informatian and communication technology on ten grades of MAN 2 Yogyakarta of academic year 2012/2013

grades whose study using PowerPoint learning media and the student who are learning using module learning media in Information Technology and Communication (ICT) lesson at MAN 2 Yogyakarta. This research is done at MAN 2 Yogyakarta for Information Technology and Communication (ICT) lessons with material of second semester. This research is Quasi Experiment with pretest - posttest control group design. The sample of this study is two classes who totaled of 73 students, consist of 37 experiment class and 36 control student class. The experimental class is treated using PowerPoint learning media while the control class is treated using module learning media. The instrument used is pretest and posttest. Data where analyzed using student contribution (t-test). First, they are tested for normality and homogenity. The result shows that there is student achievement difference between using PowerPoint learning media and modul learning media. This is indicated by the difference (t (7874)> t table (1,667)) and the average of experimental class (83.18)> the average value of the control class (69.51). This comparison shows that the average of posttest experimental class is higher than the average of control class. There are differences in academic achievement between students who learn using PowerPoint learning media with the student who are learning using module, the learning achievement using PowerPoint instructional media better than learning to use the module. So that, learning achievement using Powerpoint learning media is better than learning using module learning media. Keywords: Media PowerPoint, Module, ICT Semester 2, Learning Achievemen

A Multilevel Analysis of Implicit and Explicit CSR in French and UK Professional Sport

Research question: This paper examines the ways in which French and UK professional sports clubs implement and communicate their CSR policies. In addition to identifying similarities and differences between CSR practices in the two countries, our analysis extends and adapts the implicit-explicit CSR framework to the field of sport. Research methods: We used a mixed methods approach to analyse qualitative and quantitative data on the CSR strategies of 66 professional rugby union (Top 14, Aviva Premiership Rugby) and football (Ligue 1, Premier League) clubs over the 2017-2018 season. Results and findings: We found major differences in CSR communication between France and the UK. Communication by French clubs tends to highlight sport’s values, involve few media channels, whereas communication by UK clubs explicitly vaunts their social responsibility and involves numerous channels. In the case of CSR implementation, there are similarities between French and UK clubs, especially in the fields their CSR initiatives cover (e.g., health, diversity), as well as differences. However, the scope of initiatives varies more between sports than between countries, with football demonstrating a more international outlook than rugby. Implications: This article expands Matten and Moon’s (2008) implicit-explicit CSR framework by identifying the influence of interactions between sectorial/field-level factors and national/macro-level factors on CSR practices, and by distinguishing between CSR communication and CSR implementation. Our results throw light on the shift from implicit to explicit CSR in French professional sport

The News You Choose: News Media Preferences Amplify Views on Climate Change

How do choices among information sources reinforce political differences on topics such as climate change? Environmental sociologists have observed large-scale and long-term impacts from news media and think-tank reports, while experimental science-communication studies detect more immediate effects from variations in supplied information. Applying generalized structural equation modeling to recent survey data, previous work is extended to show that political ideology, education and their interaction predict news media information choices in much the same way they predict opinions about climate change itself. Consequently, media information sources serve as intervening variables that can reinforce and, through their own independent effects, amplify existing beliefs about climate change. Results provide empirical support for selective exposure and biased assimilation as mechanisms widening political divisions on climate change in the United States. The findings fit with the reinforcing spirals framework suggesting partisan media strengthens climate change beliefs which then influences subsequent use of media