Role of Brand Jealousy in Brand Communities on Social Networking Media
14 Jun 2019-Vol. 6, Iss: 01, pp 1-7
About: The article was published on 2019-06-14. It has received 3 citations till now. The article focuses on the topics: Jealousy & Brand community.
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TL;DR: In this paper, a cross-sectional field data of (N = 512) brand savvy individuals from the cultural context of Pakistan was analyzed using process macros by Hayes and found that brand attachment and brand aspiration significantly predicted brand jealousy.
Abstract: Purpose of the study: This study focuses on theorizing and testing new conceptual linkages between various antecedents of brand jealousy grounded in Jealousy theory. This study tested the conceptual linkage for antecedents of brand jealousy such as brand attachment, brand aspiration, and self-esteem with brand jealousy. This study further investigated the moderating role of materialism between antecedents and brand jealousy.
Methodology: Using cross-sectional field data of (N = 512) brand savvy individuals from the cultural context of Pakistan. The data were analyzed using process macros by Hayes.
Major Findings: Results revealed that brand attachment and brand aspiration significantly predicted brand jealousy. At the same time, a negative association of self-esteem with brand jealousy was not proved in the hypothesized direction. Results also revealed that materialism did not moderate between brand attachment and brand jealousy. On the other hand, materialism significantly moderated between brand aspiration and brand jealousy. Similarly, materialism also moderated significantly between self-esteem and brand jealousy.
Implications of the study: This study provides key theoretical and practical insights for marketing scholars, marketers, brand managers, and policymakers. Numerous future research directions are also suggested to help further the field grow in the upcoming era.
Novelty/Originality: This study contributed to the body of knowledge by theorizing and testing several new and unexplored relationships to advance the research in the field of brand jealousy, brand management, and consumer behaviour.
3 citations
Cites background from "Role of Brand Jealousy in Brand Com..."
...In the interpersonal relationship literature, jealousy increases when an individual feels that a valuable relationship is threatened by other individuals, and the feeling of being under danger evokes anxiety at individuals (Sadh, 2019)....
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TL;DR: In this article , the authors proposed a methodology based on the Kano model and customer satisfaction in order to examine the declared needs and undefined desires and divide them into different groups with different impacts on consumer satisfaction.
Abstract: Abstract COVID-19, mobility, socio-social changes have transferred to the world of social media communication, purchasing activities, the use of services. Corporate social media has been created to support clients in using various services, give them the possibility of easy communication without time and local barriers. Unfortunately, they still very rarely take into account the security and privacy of customers. Considering that the purpose of this article is to investigate the impact of social media on the company’s image, it should be remembered that this image also works for the security and privacy of customer data. Data leaks or their sale are not welcomed by customers. The results of empirical research show that the safety, simplicity and variety of services offered on social media have a significant impact on the perceived quality, which in turn positively affects the reputation. The authors proposed a methodology based on the Kano model and customer satisfaction in order to examine the declared needs and undefined desires and divide them into different groups with different impacts on consumer satisfaction. The interview participants were employees of 10 randomly selected companies using social media to conduct sales or service activities. 5,000 people from Poland, Portugal and Germany participated in the study. 4,894 correctly completed questionnaires were received.
1 citations
TL;DR: In this paper , the authors explored the integration of social media in SME manufacturing firms' activities toward their performance and sustainability in developing countries and concluded that SMEs should incorporate social media marketing strategies for firms'-customer relationships and internal and external collaboration.
Abstract: Abstract The changing trend in the circular economy has pushed most firms to be competitive in their business activities using emerging technology. SMEs in recent times are increasingly leveraging technologies such as social media to enhance their interactions with their customers, increase their reach and become competitive. Despite this, SMEs in the manufacturing sector in developing economies are often underexplored in literature in their resolve to leverage social media to improve their performance and sustainability. This research explores the integration of social media in SME manufacturing firms’ activities toward their performance and sustainability in developing countries. Drawing on relevant literature and the social media engagement theory, we employed a questionnaire survey to collect data from 417 managers/staff of SME manufacturing firms in Ghana, using PLS-SEM techniques for the analysis. Research findings revealed that social media integration proved a direct positive correlation with SME manufacturing firms’ performance. Additionally, it was revealed that social media utilization has a positive and significant effect on SME manufacturing firms’ performance. The findings further show that social media usage assists SME firms’ performance and fosters their sustainability. It is concluded that SMEs should incorporate social media marketing strategies for firms’-customer relationships and internal and external collaboration. By implication, this study offers practitioners and researchers knowledge regarding social media integration among SMEs in emerging economies.