Relationship Between Brand And Brand Engagement

Some key determinants of a successful social media promotional campaign is measuring brand reach or viewers, and the level of engagement interacting with the promotional message. Level of influence can inspire followers to take some kind of action such as engaging with your message or making a purchase. Measurables such as tracking social media traffic to a company’s website or even time spent on a specific page, viewing of various products and other such actions can also provide valuable data. These are all relevant from a marketing perspective in evaluating increased brand awareness or appeal of interest to the promotional campaign.

According to previous research quantitative methods and questionnaires, have been used as a tool for measuring customer engagement on social media (Gummerus et al., 2012; Men & Tsai, 2014; Bitter et al., 2014; Kabadayi & Price, 2013; Bunker et al., 2013; Weman, 2011).

The third topic I am introducing in this paper is brand engagement, with a focus on brand communities. During this part of the essay, I will try to define both brand and digital brand engagement. The evolving nature of the engagement between

These days Instagram is more than a trendy app for documenting your cat, brunch and gym selfies. Every post is considered content to marketers thus targeting highly engaging Instagram users—influencers—to leverage brand content. With the rise of influencer marketing, analytics from likes, followers and comments are given emphasis in understanding the engagement and impact of an Instagram account. PR firms and/or in-house communications use these data to identify online influencers and to collaborate with them. Influencers boost a brand’s social media presence providing the opportunity of the potential to increase market sales.

According to previous research quantitative methods and questionnaires, have been used in order to measure customer engagement on social media (Gummerus et al., 2012; Men & Tsai, 2014; Bitter et al., 2014; Kabadayi & Price, 2013; Bunker et al., 2013; Weman, 2011).

Our knowledge regarding social media-driven brand-consumer engagement and what constitutes effective social media strategy is only now developing. Although both industry and academic research has begun to examine the role of social media within firm-customer interactions, there is a continued need for empirical investigation of usage characteristics and behaviors with respect to social media and online brand engagement, particularly among younger consumers. Accordingly, our study investigates the role of social media among younger consumers as they actively engage online with brands spanning the product, service, and media sectors. We administered a written diary to fifty-eight individuals over a one-week period in late Fall 2011. Diary data captured background information on social media usage and recorded 406 discrete company-respondent interactions across two primary social media platforms—Facebook and Twitter—as well as email. Email interactions were included in the study because this form of contact is part of the electronic ecosystem connecting consumers and businesses and is complementary to social media usage.

This study can be briefly discussed through the lens of literature review, data collection methods and findings. Based on the literature review, social media marketing is a non-traditional method of marketing which requires special attention and strategy building to give firms better communication grounds with the consumers to achieve brand image and loyalty. To be exact, solid media strategies are required for firms to stay competitive. As an approach to understand the effect of social marketing on brand loyalty

Other than Sushi Zanmai, Malaysia also has a lot of the Kaiten sushi restaurants, which are doing quite well and have their own loyalty customers. Therefore, new media is a way for Sushi Zanmai to attract more customers and compete with the other Kaiten sushi restaurants. According to the Corinne (2013), The Chief Marketing Officers (CMOs) has mentioned that businesses, which do not know the potential of the social media, will be left behind because they are lacking of customer interaction and customer retention in their businesses. Consumers and the company’s sales prospects have various kinds of interactions across the multiple touch point in this interactive economy. In this era, customers have become more empowered. They expect organizations to provide them the things they want. Hence, social media has become the platforms for customer engagement. Customers are truly engaged when they feel known and this is what the best use of social media can achieve. Moreover, according to Tood et al. (2013), social media is a new way for food and beverage company to interact with their consumers. Facebook has been effectively used by Sushi Zanmai to interact with its customers. Sushi Zanmai use Facebook to stay connect with their customers by updating information frequently regarding any special promotions, getting free vouchers, launching of new outlets and more. Not only that,

Above definitions highlight that marketing engagement is possible through social media to promote products or services of an organization. The types of social media include social networks such as Facebook, Myspace, LinkedIn, Twitter, flickr etc. Italso enables libraries to engage users in utilizing resources and services at comparatively low cost with higher rate of efficiency rather than through traditional communication channels.Engagement on social media converts users as participants rather than viewers. The social media hasmade an option to track or generate customized usage reports of users on any particular item on the network. This kind of report generation supports libraries to re-evaluate and work for further betterment of their services.

use. Once registered, businesses can create individual profiles for their business and start posting content, such as industry trends, company news and promotional information right away. This phenomenon has only developed within the last decade, thus social media research has largely focused on (1) defining what it is through the explanation of new terminology and concepts that makeup its foundations, and (2) exploring the impact of a company’s integration of social media on consumer behavior. This paper begins with an explanation of terminology that defines social media marketing, followed by a discussion of the four main themes found within current research studies: Virtual Brand Communities, Consumers Attitudes and Motives, User Generated Content, and Viral Advertising.

According to Sashi (2012) customer engagement is a topic that has had an emerging interest during the last years, based on the development of Internet and the new tools that have emerged with it – Web 2.0 (Sashi, 2012). Due to the increasingly networking society customers can easily interact with other customers and this non-transactional customer behavior has become more important for companies when developing their strategies (Verhoef et al., 2010). Hollebeek et al. (2014) and van Doorn et al. (2010) mention how important the understanding of online brand engagement is in the social media platforms as well as recognizing the opportunities for brand to extract value from their followers. Van Doorn (2010) supports also, that it is important for companies to fully understand the impact of customer brand engagement since the digital world involves a broad audience with immediacy breadth.

These researchers found that participation and engagements by these consumers had an encouraging influence among the consumers in terms of commitment, purchase and the trust on the company. It also encouraged consumer in active participation in these forums.

There has been a mixture of views among researchers regarding the success measurements of social marketing (Baumgartner, 2014). The importance of maximising tweets in social branding is emphasized in Keller (2007)’s study. Regardless of the nature of the tweet material, Keller argues that the more frequent a brand tweets, the more probably it will attend to specific customers. While

One of the key takeaways from the sixth chapter “Who Own Your Brand?” is collective branding, the concept whereby the consumers as well as the marketers together shape the brand image. Which has been primarily facilitated through technology, which has given the customers the power to influence theory decisions and buying behaviors. Consumers have become much more conscious of their purchasing decisions and how they spend (jelly beans). Therefore, marketers have to acknowledge this change and make sure they adapt accordingly as well as work with the consumers. In addition, social media can have tremendous influence on consumers purchasing decisions. If there is one well-placed video, picture, advertisement, tweet or comment that goes viral or starts trending, millions of potential consumers can be influenced to purchase the product. This can be strengthened when a celebrity uses a certain product and posts it on a social media platform. Even though this does not give the consumers the control of the retailer’s brand’s decisions, it can have a tremendous influence on the outcomes for the brand. Therefore, this new level of consumer power to influence and connections made through social media have created three fundamental behaviors, “honesty, illumination and immediacy that a retailer needs to implement.

Survey questionnaire was used as an instrument to gather data. The research procedures were divided into three stages.