WHAT MESSAGES TO POST? EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA COMMUNICATIONS BASED ON MARKET AND OFFERING CHARACTERISTICS

Marketers are struggling with the successful implementation of social media executions in their marketing efforts. The effectiveness of their social media campaigns may be realized when their customers transmit company brand messages across their unique networks of friends and associates (Berger and Milkman 2012). Indeed, marketers using social media try to determine what messages will engage their customers. In essay one, we provide guidance to B2B (business-to-business) managers by examining the usage and effectiveness of social media message strategies. Building on B2B advertising, organizational buying, and word-of-mouth theories, we highlight key differences in B2B and business-to-consumer (B2C) social media message strategies in terms of branding, message appeals, selling, and information search. Analyzing 1,467 Facebook wall posts by Fortune-500 companies, using Bayesian Models, we find differences in the usage and effectiveness (message likes and comments) of social media. Specifically, the results indicate that the use of 1) corporate brands, 2) functional and emotional appeals, and 3) information search results in a higher percentage of message likes in B2B messages than in B2C messages. In addition, we find that B2B buyers, when compared to B2C consumers, demonstrate a higher message liking rate, but a lower message commenting rate. In essay two, we examine how and when social media communications get transmitted by estimating a Multivariate Multilevel Poisson Model. To answer how, we focus on the two primary modes of transmission, message likes and comments. To answer when, we examine the effect of offering characteristics, products (goods) versus services on the social transmission of content. Drawing upon the same Fortune-500 dataset, we investigate the effectiveness of social media message strategies in terms of branding, message appeals, and vividness. We find that the use of corporate brand names is more effective (in terms of likes and comments) for service messages, whereas the use of images, videos, and product brand names is more effective for product messages. Furthermore, the results indicate that the use of corporate brand names, images, and videos yields a lower commenting rate, whereas the use of emotional appeals results in a higher liking and commenting rate

Interactions between Price and Price Deal

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers\u27 behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered

Buyers Apping? Determinants of Current and Future Use of Sellers‘ Business-to-Business Mobile Apps

The success of sellers\u27 business-to-business (B2B) mobile applications (apps) hinges on buyers\u27 continued use in their purchasing process. Such engagement with a seller\u27s app is critical as it can add to the seller\u27s bottom line. Building on an integrated model (task–technology fit [TTF], user satisfaction and self-efficacy), this research explores job- and individual-related factors that may influence buyers\u27 current and future use of B2B mobile apps. Responses from 193 executive B2B buyers indicate that TTF directly influences future use while user satisfaction and self-efficacy directly influence current use of B2B mobile apps. Furthermore, current use of B2B mobile apps fully mediates the paths from user satisfaction and self-efficacy to future use. Only technology characteristics affect TTF. These findings provide insights into current and future use of B2B mobile apps for theory and practice

Managing Product Safety of Imported Chinese Goods

While recent recalls and scares have focused greatly on Chinese manufactured toys and foodstuffs, the issue of product safety extends to a wide variety of Chinese-produced goods. The supply chain in China is characterized by cost pressures and quality fade, multiple levels of outsourcing often involving small producers, a large number of counterfeit goods, Chinese cleverness at evading detection, and poor product safety surveillance by both the Chinese and U.S. governments. While some of these characteristics are present in other developing economies, few countries—save China—face all of these issues. To best counteract these forces, companies which outsource goods from China need a well-defined strategy to improve product safety. This strategy should encompass the practices of developing an organizational unit responsible for product safety, securing greater control over raw material sourcing in China, using extreme care in choosing Chinese subcontractors, conducting continuous product testing by multiple parties, being especially vigilant for counterfeits, and improving product traceability. Toward the end of ensuring items which meet quality standards, product safety auditing allows firms to assess their management of product safety of Chinese-made goods

Interactions between Price and Price Deal

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers\u27 behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered

Evaluating Facebook Brand Content Popularity for Service Versus Goods Offerings

Marketers using social media are struggling with its successful implementation, specifically in engaging their audiences through creation of popular brand content. Yet, creating popular brand content can lead to positive financial and brand outcomes. This research examines Fortune 500 companies\u27 brand content strategies that contribute to Facebook content popularity metrics (i.e., number of likes and comments) for service versus goods offerings. Building on psychological motivation theory and the noted differences in culture and capabilities between goods and service firms, the article analyzes the key differences in service and goods brand content strategies in terms of branding, message appeals, and vividness. The findings from a multivariate multilevel Poisson model show that the use of corporate brand names is more popular for service messages whereas the use of product brand names, images, and videos is more popular for goods messages. Furthermore, service messages generate a higher number of comments than goods messages

Managing Product Safety of Imported Chinese Goods

While recent recalls and scares have focused greatly on Chinese manufactured toys and foodstuffs, the issue of product safety extends to a wide variety of Chinese-produced goods. The supply chain in China is characterized by cost pressures and quality fade, multiple levels of outsourcing often involving small producers, a large number of counterfeit goods, Chinese cleverness at evading detection, and poor product safety surveillance by both the Chinese and U.S. governments. While some of these characteristics are present in other developing economies, few countries—save China—face all of these issues. To best counteract these forces, companies which outsource goods from China need a well-defined strategy to improve product safety. This strategy should encompass the practices of developing an organizational unit responsible for product safety, securing greater control over raw material sourcing in China, using extreme care in choosing Chinese subcontractors, conducting continuous product testing by multiple parties, being especially vigilant for counterfeits, and improving product traceability. Toward the end of ensuring items which meet quality standards, product safety auditing allows firms to assess their management of product safety of Chinese-made goods

Managing product safety of imported Chinese goods

While recent recalls and scares have focused greatly on Chinese manufactured toys and foodstuffs, the issue of product safety extends to a wide variety of Chinese-produced goods. The supply chain in China is characterized by cost pressures and quality fade, multiple levels of outsourcing often involving small producers, a large number of counterfeit goods, Chinese cleverness at evading detection, and poor product safety surveillance by both the Chinese and U.S. governments. While some of these characteristics are present in other developing economies, few countries--save China--face all of these issues. To best counteract these forces, companies which outsource goods from China need a well-defined strategy to improve product safety. This strategy should encompass the practices of developing an organizational unit responsible for product safety, securing greater control over raw material sourcing in China, using extreme care in choosing Chinese subcontractors, conducting continuous product testing by multiple parties, being especially vigilant for counterfeits, and improving product traceability. Toward the end of ensuring items which meet quality standards, product safety auditing allows firms to assess their management of product safety of Chinese-made goods.Product safety Chinese goods Outsourcing production Product recall