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

Attracting applicants through the organization’s social media page : signaling employer brand personality

The purpose of this study is to examine how potential applicants’ exposure to an organization’s social media page relates to their subsequent organizational attractiveness perceptions and word-of-mouth intentions. Based on signaling theory and the theory of symbolic attraction, we propose that potential applicants rely on perceived communication characteristics of the social media page (social presence and informativeness) as signals of the organization’s employer brand personality (warmth and competence), which in turn relate to organizational attractiveness and word-of-mouth. Data were gathered in a simulated job search process in which final-year students looked for an actual job posting and later visited an actual organization’s social media page. In line with our hypotheses, results show that the perceived social presence of a social media page was indirectly positively related to attractiveness and word-of-mouth through its positive association with perceived organizational warmth. Perceived informativeness was indirectly positively related to these outcomes through its positive association with perceived organizational competence. In addition, we found that social presence was also directly positively related to organizational attractiveness. These findings suggest that organizations can use social media pages to manage key recruitment outcomes by signaling their employer brand personality

DYNIQX: A novel meta-search engine for the web

The effect of metadata in collection fusion has not been sufficiently studied. In response to this, we present a novel meta-search engine called Dyniqx for metadata based search. Dyniqx integrates search results from search services of documents, images, and videos for generating a unified list of ranked search results. Dyniqx exploits the availability of metadata in search services such as PubMed, Google Scholar, Google Image Search, and Google Video Search etc for fusing search results from heterogeneous search engines. In addition, metadata from these search engines are used for generating dynamic query controls such as sliders and tick boxes etc which are used by users to filter search results. Our preliminary user evaluation shows that Dyniqx can help users complete information search tasks more efficiently and successfully than three well known search engines respectively. We also carried out one controlled user evaluation of the integration of six document/image/video based search engines (Google Scholar, PubMed, Intute, Google Image, Yahoo Image, and Google Video) in Dyniqx. We designed a questionnaire for evaluating different aspect of Dyniqx in assisting users complete search tasks. Each user used Dyniqx to perform a number of search tasks before completing the questionnaire. Our evaluation results confirm the effectiveness of the meta-search of Dyniqx in assisting user search tasks, and provide insights into better designs of the Dyniqx' interface

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

Exploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pages

Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM). Design/methodology/approach – The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected. Findings – The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM. Research limitations/implications – The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame. Originality/value – The study’s contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook. Keywords Marketing, Facebook, Virtual community, Extrinsic motivations, Intrinsic motivations Paper type Research pape

Focal Spot, Spring 2001

https://digitalcommons.wustl.edu/focal_spot_archives/1087/thumbnail.jp

In-home and remote use of robotic body surrogates by people with profound motor deficits

By controlling robots comparable to the human body, people with profound motor deficits could potentially perform a variety of physical tasks for themselves, improving their quality of life. The extent to which this is achievable has been unclear due to the lack of suitable interfaces by which to control robotic body surrogates and a dearth of studies involving substantial numbers of people with profound motor deficits. We developed a novel, web-based augmented reality interface that enables people with profound motor deficits to remotely control a PR2 mobile manipulator from Willow Garage, which is a human-scale, wheeled robot with two arms. We then conducted two studies to investigate the use of robotic body surrogates. In the first study, 15 novice users with profound motor deficits from across the United States controlled a PR2 in Atlanta, GA to perform a modified Action Research Arm Test (ARAT) and a simulated self-care task. Participants achieved clinically meaningful improvements on the ARAT and 12 of 15 participants (80%) successfully completed the simulated self-care task. Participants agreed that the robotic system was easy to use, was useful, and would provide a meaningful improvement in their lives. In the second study, one expert user with profound motor deficits had free use of a PR2 in his home for seven days. He performed a variety of self-care and household tasks, and also used the robot in novel ways. Taking both studies together, our results suggest that people with profound motor deficits can improve their quality of life using robotic body surrogates, and that they can gain benefit with only low-level robot autonomy and without invasive interfaces. However, methods to reduce the rate of errors and increase operational speed merit further investigation.Comment: 43 Pages, 13 Figure