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THE BUILDING BLOCKS OF SOCIAL BRANDS

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THE BUILDING BLOCKS OF SOCIAL BRANDS

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Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org

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Daniël G. Muntinga
Edith G. Smit
Marjolein Moorman

Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org

Copyright by

Daniël G. Muntinga
Edith G. Smit
Marjolein Moorman

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THE BUILDING BLOCKS OF SOCIAL BRANDS

  1. 1. THE BUILDING BLOCKS OF SOCIAL BRANDS On consumer-brand relationships in social media Daniël G. Muntinga, Edith G. Smit, Marjolein Moorman University of Amsterdam, the Netherlands 2nd International Colloquium on Consumer-Brand Relationships 19 March 2011 | Rollins College | Winter Park
  2. 2. On social media, Who does what why where, with what brands, and with what effects?
  3. 3. On social media, Who does what why where, with what brands, and with what effects? Study 1 & 2 Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-45.
  4. 4. On social media, Who does what why where, with what brands, and with what effects? This study
  5. 5. ? Study helps to assess whether a brand is suited for a social media strategy Wat are the common denominators of brands that elicit brand-related social media use?
  6. 6.  Brand-related social media use may be a function of brand-relationship quality H1 BRQ is positively related to brand- related social media use HYPOTHESES (1)
  7. 7.  BRQ is a function of brand personality H2 More exciting BP’s lead to more active brand-related social media use H3 BP moderates the relationship between BRQ and brand-related social media use HYPOTHESES (2)
  8. 8. BRQ BP Brand-related social media use ?
  9. 9. CREATING CONTRIBUTING CONSUMING Consumers’ Online Brand- Related Activities BRAND-RELATED SOCIAL MEDIA USE Source: Muntinga, Moorman, & Smit (2011)
  10. 10.  April 2010  Brand profiles on Facebook  8 brands (Rossiter-Percy grid)  Survey distributed with help of administrators  N = 315, Mage= 27.9, SD = 9.8, 56.7% male METHOD
  11. 11. H1 Brand relationship quality  COBRAs  No BRQ differences between COBRA types * But:  The higher BRQ, the more active someone engages in each COBRA type * Consuming: β = .35, p < .001; Contributing: β = .27, p < .001; Creating: β = .26, p < .001; F(56,203) = 1.27, p = .123 RESULTS (1)
  12. 12. H2 Brand personality  COBRAs  The more a brand is perceived as having an “excting” personality, the more active people engage with that brand *  No BP differences between COBRA types ** * Exiting: β = .36, p < .001; Responsability: β = .30, p > .05; Simplicity: β = .09, p > .05, ** F(35,119) = 39.59, p = .117 RESULTS (2)
  13. 13. H3 Brand personality χ brand relationship quality  COBRAs  BP “exiting” moderates the relationship between BRQ and each COBRA type* * Consuming: Z = 3.93, p < .001; Contributing: Z = 2.80, p < .001; Creating: Z = 2.65, p < .001 RESULTS (3)
  14. 14.  No BRQ and BP differences between consuming, contributing and creating behaviors;  Strong consumer-brand relationships leads to more brand-related activity on social media…  especially when a brand is perceived as having an “exciting” personality. CONCLUSIONS
  15. 15.  Brands with which consumers perceive strong relationships and that  have exciting brand personalities. ? What kind of brands elicit brand-related social media use? IMPLICATIONS
  16. 16.  Consumer characteristics vis-à-vis COBRAs;  Relationships between consumer characteristics, brands characteristics, motivations, BRQ, and COBRAs.  Collective creation of brand meaning via social media / brand community  Positive feedback loops/ mutually reinforcing spirals à la Slater (2007) FUTURE
  17. 17. THANK YOU! d.g.muntinga@uva.nl
  18. 18.  Brand Personality (BP) 12 items: Geuens, Weijters, and De Wulf (2009)  Brand Relationship Quality (BRQ) 14 items: Smit, Bronner, and Tolboom (2007)  Brand-related social media use “consumers’ online brand-related activities”  COBRAs (Three questions; Muntinga, Moorman, and Smit (2011) MEASURES

Notas del editor

  • Welke merken zijn geschikt voor social media, en welke merken niet?
    Vragen als “we moeten ‘iets’ met social media. Maar moet je wel iets met social media?
  • The outcomes (i.e. COBRAs) of consumer-brand relationships

    Brand-specific moderators of those outcomes
  • Welke merken zijn geschikt voor social media, en welke merken niet? Antwoord:
  • Welke merken zijn geschikt voor social media, en welke merken niet? Antwoord:

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