IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v14y2021i1p216.html
   My bibliography  Save this article

Enhancing Brand Awareness, Reputation and Loyalty: The Role of Social Media

Author

Listed:
  • Roberto Chierici
  • Barbara Del Bosco
  • Alice Mazzucchelli
  • Claudio Chiacchierini

Abstract

The paper analyzes three models in order to identify the causal combinations of social media usage and management that lead to an improvement of, respectively, brand awareness, brand reputation, and brand loyalty. Data collected from 268 managers operating in organizational units closely involved in marketing and communication activities have been analyzed using fuzzy-set qualitative comparative analysis (fsQCA). Different equifinal pathways emerge, highlighting some commonalities, as well as some specificities. Social media integration with other communication channels and dissemination of information collected through social media within the organization turn out to be two managerial practices with a relevant role in achieving higher brand awareness, brand reputation, and brand loyalty. Moreover, social media responsiveness appears to be crucial for enhancing brand loyalty. These results contribute to the branding and social media literature, providing also interesting insights for practitioners to understand how to strength brands in the social media era.

Suggested Citation

  • Roberto Chierici & Barbara Del Bosco & Alice Mazzucchelli & Claudio Chiacchierini, 2021. "Enhancing Brand Awareness, Reputation and Loyalty: The Role of Social Media," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(1), pages 216-216, July.
    • Handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:1:p:216
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/0/0/37992/38459
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/0/37992
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Martin R Schneider & Conrad Schulze-Bentrop & Mihai Paunescu, 2010. "Mapping the institutional capital of high-tech firms: A fuzzy-set analysis of capitalist variety and export performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 246-266, February.
    2. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    3. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
    4. V. Kumar & JeeWon Brianna Choi & Mallik Greene, 2017. "Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 268-288, March.
    5. Bruno Godey & Aikaterini Manthiou & Daniele Pederzoli & Joonas Rokka & Gaetano Aiello & Raffaele Donvito & Rahul Singh, 2016. "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior," Post-Print hal-02313434, HAL.
    6. Killian, Ginger & McManus, Kristy, 2015. "A marketing communications approach for the digital era: Managerial guidelines for social media integration," Business Horizons, Elsevier, vol. 58(5), pages 539-549.
    7. Ragin, Charles C., 2000. "Fuzzy-Set Social Science," University of Chicago Press Economics Books, University of Chicago Press, edition 1, number 9780226702773, September.
    8. Schneider, Martin R. & Eggert, Andreas, 2014. "Embracing complex causality with the QCA method: An invitation," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 7(1), pages 312-328.
    9. Leischnig, Alexander & Kasper-Brauer, Kati, 2015. "Employee Adaptive Behavior in Service Enactments," Journal of Business Research, Elsevier, vol. 68(2), pages 273-280.
    10. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    11. Ragin, Charles C., 2006. "Set Relations in Social Research: Evaluating Their Consistency and Coverage," Political Analysis, Cambridge University Press, vol. 14(3), pages 291-310, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sascha Kraus & Domingo Ribeiro-Soriano & Miriam Schüssler, 2018. "Fuzzy-set qualitative comparative analysis (fsQCA) in entrepreneurship and innovation research – the rise of a method," International Entrepreneurship and Management Journal, Springer, vol. 14(1), pages 15-33, March.
    2. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    3. Helena Susana Amaral Geraldes & Ana Paula Matias Gama & Mário Augusto, 2022. "Reaching Financial Inclusion: Necessary and Sufficient Conditions," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 162(2), pages 599-617, July.
    4. Amara, Nabil & Rhaiem, Mehdi & Halilem, Norrin, 2020. "Assessing the research efficiency of Canadian scholars in the management field: Evidence from the DEA and fsQCA," Journal of Business Research, Elsevier, vol. 115(C), pages 296-306.
    5. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    6. Wu, Chih-Wen, 2016. "The performance impact of social media in the chain store industry," Journal of Business Research, Elsevier, vol. 69(11), pages 5310-5316.
    7. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    8. Zheng Shen, 2022. "How Small Brands Survive the Social Media Firestorm Through Culture Heritage: A Case Study of Irish Fashion Microblogging," SAGE Open, , vol. 12(2), pages 21582440221, April.
    9. Cho, Daegon & Hwang, Youngdeok & Park, Jongwon, 2018. "More buzz, more vibes: Impact of social media on concert distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 103-113.
    10. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Federica Nieri & Luciano Ciravegna & Ruth V. Aguilera & Elisa Giuliani, 2019. "Larger, more internationalized, better behaved? A configurational study of em erging market multinational enterprises' involvement in corporate wrongdoing," Discussion Papers 2019/255, Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy.
    12. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    13. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    14. Paulo Lopes Henriques & Carla Curado & Mírian Oliveira & Antônio Carlos Gastaud Maçada, 2019. "Publishing? You can count on knowledge, experience, and expectations," Quality & Quantity: International Journal of Methodology, Springer, vol. 53(3), pages 1301-1324, May.
    15. Daniela Cristofoli & Benedetta Trivellato & Alessandro Sancino & Laura Maccio’ & Josip Markovic, 2021. "Public network leadership and the ties that lead," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(1), pages 251-274, March.
    16. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    17. Piñeiro-Chousa, Juan Ramón & López-Cabarcos, M. Ángeles & Pérez-Pico, Ada María, 2016. "Examining the influence of stock market variables on microblogging sentiment," Journal of Business Research, Elsevier, vol. 69(6), pages 2087-2092.
    18. Muñoz, Pablo & Dimov, Dimo, 2015. "The call of the whole in understanding the development of sustainable ventures," Journal of Business Venturing, Elsevier, vol. 30(4), pages 632-654.
    19. Ala Shakeeb Awad & Ahmet Ertugan & Ayshe Hyusein, 2022. "Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities," Sustainability, MDPI, vol. 14(20), pages 1-14, October.
    20. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:1:p:216. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.