Journal ArticleDOI
Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites
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In this paper, the authors examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness, and propose to include two components, namely, orientation and vividness.Abstract:
The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness.,Message design is proposed to include two components, namely, orientation and vividness. The message orientation is classified as either task/instrumental or socioemotional. The message vividness is measured through content type. The consumer-brand engagement is conceptualized at three levels, namely, cognitive (comment), affective (shares) and conative (likes). A total of 1,000 posts were collected from the official Facebook pages of the 10 most popular travel brands, five each from India and the USA. These two countries were chosen as they are culturally different, with the former representing a largely collectivist culture and greater social connectivity and the latter representing primarily an individualistic culture.,The study reveals that greater message vividness, with more interactive/audio-visual content, leads to higher engagement. The task/instrumental message orientation leads to low-/medium-level engagement. Overall, a combination of high-vividness and socioemotional orientation generates maximum engagement. India and the USA depict unique effects of message orientations/vividness on the consumer-brand engagement levels, indicating cultural implications for the brand SNS messages – effectiveness.,The study’s conceptualization of consumer-brand engagement reflected through the consumers – responses to brands – SNS messages, represents new knowledge. The unique effects of message vividness and orientation on consumer-brand engagement and the variations across cultures is also a novel contribution to the extant branding literature.,The brand marketers should not only design their SNS messages with appropriate vividness/orientation but also tweak them across cultures, for maximum consumer engagement.,The study is a novel attempt to deploy the interaction process analysis framework in an SNS setting.read more
Citations
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A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms
TL;DR: In this paper, the authors expand the expectation-confirmation model (ECM) to include constructs like neutral confirmation, customer-to-customer interactions and perceived content quality as antecedents to perceived enjoyment, perceived usefulness, user satisfaction, continuance, and recommendation intentions.
Journal ArticleDOI
When rich pictorial information backfires: The interactive effects of pictures and psychological distance on evaluations of tourism products
Yanli Jia,Jun Ouyang,Qiang Guo +2 more
TL;DR: In this paper, the authors examined the interactive effects of pictures and psychological proximity on consumers' evaluation of tourism products and found that if the tourism product is a psychologically distal one, consumers evaluate it more favorably when rich pictorial information is provided than when the information is not available.
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A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing
TL;DR: In this article , the authors have used VOSviewer and Biblioshiny software packages to conduct a bibliometric analysis of 109 articles in the customer engagement (CE) domain.
Journal ArticleDOI
Fostering consumer engagement with marketer-generated content: the role of content-generating devices and content features
TL;DR: Zhang et al. as mentioned in this paper explored the impacts of content-generating devices (mobile phones versus personal computers) and content features (social content and achievement content) on consumer engagement with marketer-generated content (MGC) on social media.
Journal ArticleDOI
Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis
TL;DR: The Journal of Product and Brand Management (JPBM) has a 30-year long history as discussed by the authors , and the Journal's 30th anniversary aims to present a retrospective overview of JPBM using bibliometric analysis.
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