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Your search keyword '"*BRAND communities"' showing total 3 results
Start Over Descriptor "*BRAND communities" Topic customer relations Topic social media Publication Year Range This year
3 results on '"*BRAND communities"'

1. Social network analysis (SNA) on Twitter contributes customer engagement on the cosmetic industry in Malaysia.

Author

Tan, Wai Beng and Chin, Wan Yoke

Subjects
*SOCIAL network analysis, *CUSTOMER relations, *COSMETICS industry, *SOCIAL media, *BRAND communities, *USER-generated content, *SOCIAL networks
Abstract

The study shows Twitter's analysis and visualization for a campaign organized by a cosmetic brand, Loreal Parisin Malaysia. It aimed to obtain insights into user interaction and to compare the usage of hashtags in social media campaigns, particularly focusing on the cosmetic brand L'Oreal Paris in Malaysia. They are used as part of online advocacy which can allow users to share User-Generated Content (UGC) related to the campaign. L'oreal Paris used digital activism in their campaigns to boost customer engagement and purchase intention. This suggests that the brand aimed to involve customers and increase their interest in purchasing their products. Hashtags, specifically #LorealParisMY and #Lorealista, were investigated in the study. The study employed Social Network Analysis (SNA), with the dataset from Twitter that was collected through the Gephi Tool – Twitter Streaming Importer v2. Social network analysis involves examining relationships and interactions within a network of users. The dataset was processed using the tool, Gephi. The study discovered the hashtag #Lorealista had a successful result in enhancing customer engagement compared to #LorealParisMY. Moreover, #Lorealista had better influential actors that lead to a wider audience by disseminating information on Twitter with network properties and network centrality. Overall, this study suggests that for the L'Oreal Paris campaign in Malaysia, the hashtag #Lorealista was more effective in achieving its objectives of customer engagement and influence on Twitter, as indicated by its greater success in user interaction and social network centrality. [ABSTRACT FROM AUTHOR]

Published
2024
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2. Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation.

Author

Shah, Syed Asim, Shoukat, Muhammad Haroon, Ahmad, Muhammad Shakil, and Khan, Bilal

Subjects
*BRAND communities, *CUSTOMER relations, *CUSTOMER relationship management, *CUSTOMER loyalty, *REPUTATION, *SOCIAL media, *VIRTUAL communities
Abstract

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by developing a new integrated SCRM model through self-congruity or self-congruence theory, which examines SMTs Use, online brand communities, SCRM Capabilities, customer engagement, customer loyalty, and university reputation. Using cross-sectional data from 400 students from Pakistani public universities, structure equation modeling applies to Smart PLS 3.2.7. Results indicate that all hypotheses have significant positive relationships, except SMTs use found insignificant with university reputation. Also, SCRM Capabilities mediate between SMTs use and university reputation, while customer engagement mediates between online brand communities and customer loyalty. This study indirectly supports public HEIs sustainability. Further, these findings contribute new knowledge to literature and theory. [ABSTRACT FROM AUTHOR]

Published
2024
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3. THE ROLE OF GAMIFIED CUSTOMER BENEFITS IN PURSUING CUSTOMERS' LOYALTY: A MEDIATED ROLE OF CUSTOEMR ENGAGEMENT.

Author

Ali, Muhammad Qasim and Sharif, Muhammad Suhail

Subjects
*BRAND communities, *CUSTOMER loyalty, *SOCIAL media, *ONLINE social networks, *CONSUMERS, *CUSTOMER relations
Abstract

The social media platforms have become progressively vital in modern era as a means of interacting with consumers and as a means for marketers to focus on online social networks so as to foster loyalty of brands. Purpose of this study is to analyze the causal relationship among the characteristics of gamified customer benefits (epistemic benefits, social integrative benefits, personal integrative benefits and hedonic benefits), customer engagement and customer loyalty with respect to online brand communities on social media platforms. This study also analyzes the mediating role of customer engagement between gamified customer benefits and customer loyalty. Data is collected from 250 individuals and Smart PLS-4 is used to empirically test the hypothesis. Results reveals that epistemic benefits, social integrative benefits and hedonic benefits has positive and significant impact of customer engagement and customer loyalty while personal integrative benefits shows insignificant impact on customer engagement and loyalty. This study shows mediating role of customer engagement amid gamified customer benefits and customer loyalty. Thus, this study may help brand managers to better understand role of gamified customer benefits with customer engagement and customer loyalty. [ABSTRACT FROM AUTHOR]

Published
2024
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