2.3 Brand Engagement in Social Media
Brand engagement in traditional Media is “the willing of consumers to invest time, money, energy and other resources in the brand beyond those expended during the purchase or consumption of the brand” (Pruppers, 2011). For instance, engaged consumers choose to join a brand’s fan club or receive updates and information about a brand’s news. Marketers seek to engage consumers and presently they interpret Social Media as a way to achieve it. Marketing in Social Media desires to engage consumers in on line locations where they spend much time per day. However, engagement in Social Media is a different concept than engagement in traditional media. The difference lies in participation; customers convert from viewers to participants, Social Media enhance collaboration and not just exposure and impression (Evans, 2010). The engagement of a user to a brand in Social Media is related with “like” a brand and its products, being a member of brand’s Facebook page, write a comment about the brand and post or share a video about it. The customer becomes a member of a brand’s marketing team as what he/she share, post, “like” and write with other users becomes part of a brand’s marketing campaign. 2.3.1 Motivations for brand engagement in Social Media
It is an undeniable fact that media landscape has changed a lot over time. Firms switch from segmenting customers to building customers’ communities (Cova, 1997). The advent of the internet and in particular of Social Media played a crucial role for this shift. Brands attempt to engage customers through Social Media activities and create communities which deliver consumer-to-consumer value. Due to the fact that one of the main reasons that consumers surf the internet is to find information and that they will trust more the opinion of a peer rather than the company’s position, brand communities are of paramount importance for brands. Online communities are organized around brands (Muniz & O’Guinn, 2001), social media analysis and strategies of users to present themselves and form an image in the network (Schau & Gilly, 2003). Most of the times users become members of a brand community just by “liking” the page of the brand in Facebook. The reasons that users become members vary from user to user. The most common reasons are to obtain information, to share knowledge with other users and build social relationships (Mathwick et al, 2008). All these motivations to engage in brand’s Social Media activities are accomplished through conversations in Social Media. Shang et al (2006) have also claimed that seeking for information is the main reason for customers’ involvement. Moreover, they argue that involvement leads to information seeking because individuals are associated with certain brands in order to establish an identity (Schau & Gilly, 2003). As believed by Bickart & Schindler (2001) this engagement may influence customers’ purchase decisions , and this is the main reason that brands strive for customers’ participation in Social Media. Furthermore, as maintained by Muniz & O’Guinn (2001), users receive some benefits from their participation in Social Media activities, which may also be seen as motivations to engage in brand’s activities. The first benefit is that consumers have a stronger voice when they form a community than when they are isolated. Secondly, brand communities can establish a tremendous information resource for customers. Last but not least, brand communities and communal interaction provide ample social advantages to its members. As aforementioned the reasons for participation in Social Media vary. Some users may “like” a brand page, post a positive comment and upload a video just to share their knowledge and experiences with other users or because they build their network identity with this way or simply because they want to develop social connections. That depends on the character of the user and his incentives.
2.4 Brand Equity...
Please join StudyMode to read the full document