Add to ORKGFirms are increasingly designing digital communication to stimulate consumers’ engagement with their Fan-pages and, as a result, increase the share of earned vs. paid media. This paper examines how the design of similar campaigns affects rebroadcasting activity, by focusing on the fit between the post and the brand fan page and the presence of promotions. To examine whether posts that are consistent (fit) with the brand fan-page are more effective at promoting engagement, the authors use data from a field experiment conducted in cooperation with a major electronics manufacturer. Results suggest that engagement varies with the fit between the post and the brand page and decreases when a post concerns a financial offer incongruent with the br...
The development and increased use of social media by the consumers has brought new challenges for br...
In recent years, social media have become an important asset for companies to build relationships wi...
Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing...
Firms are increasingly designing digital communication to stimulate consumers’ engagement with their...
In recent years, firms are increasingly designing their digital communication to be rebroadcast by c...
Every day, brands post an average of 1.5 posts on Facebook posts to their fans, in the hope that peo...
Companies use social media to foster ongoing relationships with customers. One specific way companie...
Social media is considered as a first-rate open communication platform to connect directly with cus...
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that dri...
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that dri...
Social media platforms are becoming desired and efficient communication channel in a variety of mark...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Background: Over the past two decades, the media landscape has undergonesubstantial changes. Social ...
In this world of growing social media usage, companies need to adopt social media strategies to crea...
The development and increased use of social media by the consumers has brought new challenges for br...
In recent years, social media have become an important asset for companies to build relationships wi...
Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing...
Firms are increasingly designing digital communication to stimulate consumers’ engagement with their...
In recent years, firms are increasingly designing their digital communication to be rebroadcast by c...
Every day, brands post an average of 1.5 posts on Facebook posts to their fans, in the hope that peo...
Companies use social media to foster ongoing relationships with customers. One specific way companie...
Social media is considered as a first-rate open communication platform to connect directly with cus...
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that dri...
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that dri...
Social media platforms are becoming desired and efficient communication channel in a variety of mark...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Background: Over the past two decades, the media landscape has undergonesubstantial changes. Social ...
In this world of growing social media usage, companies need to adopt social media strategies to crea...
The development and increased use of social media by the consumers has brought new challenges for br...
In recent years, social media have become an important asset for companies to build relationships wi...
Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing...