The Sample Survey: Theory and Practice

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.,Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.,The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.,Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.,Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.,This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

Trust and commitment within a virtual brand community: The mediating role of brand relationship quality

The purpose of this study is to examine how firms implement social media systematically to drive strategic marketing actions. To this end, the study conceptualises social media implementation as a ...

Implementing social media marketing strategically: an empirical assessment

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such a...

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

The reported failure of organisations to successfully implement social media (SM) within marketing communications is likely to result in competitive disadvantage. An exploratory methodology was und...

Vanya Louise Maplestone

Papers

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Integrating social media within an integrated marketing communication decision-making framework