Study Tmr Flashcards
Why is engagement important for brands
Enhanced consumer awareness
Improved customer service
Increased loyalty
Valuable consumer insights
Higher conversion rates
Competitive advantage
Stronger brand advocacy
How to measure consumer engagement
Consumption
Contribution
Creation
Dimensions of brand authenticity
Aesthetic
Symbolism
Heritage
Originality
Quality commitment
Virtue
Family authenticity dimensions
Symbolism
Heritage
Originality
Non family authenticity dimensions
Quality commitment
Virtue
Antecedents of brand authenticity
Continuity [connection to past/ heritage]
Credibility [honesty/ transparency]
Integrity [ social responsibity]
Symbolism [emotional /personal connecrion]
Originality [uniqueness / innovation ]
Consequences of being authentic
Brand trust
Brand loyalty
Higher consumer satisfaction
Positive WOM and advocacy
Increased willingness to pay price premium
Stronger emotional brand attachment
Enhanced brand equity
Motivations of WOM
Social currency
Emotion
Practical value
Story telling
[STEPPS]
What content spreads most
Novelty and surprise
Emotionally charged
Simplicity and clarity
Visual and interactive elements
Offline WOM characteristics
Intimate
Personal
Context dependent
Often more persuasive
Driven by personal experiences
Online WOM characteristics
Public
Visible
More permanent
Reaches larger audience
Less influential
Algorithm driven virality
How can WOM be leveraged
Encourage social sharing by adding emotional triggers
Leverage influencers and advocates
Use stories instead of pure facts
Design products and experiences that are ‘talkable’
Openness personality trait social media use and engagement
More likely to explore diverse content
Engage with creative and novel social media trends
And participate in discussions
Prefer platforms with rich multimedia [Instagram and TikTok ]
Conscientiousness that on SM use and engagement
Use social media for purposeful activities [linkedIN]
Engage less frequently Burt with structured interaction
Extra version that on SM use and engagement
Highly active on social media,
frequently post
and engage in conversations
Prefer platforms with interactive features [instagrma FB]
Agreeableness that on SM use and engagement
Engage in positive interactions
Share supportive content
Avoid conflict
Prefer community driven platforms [FB, Reddit }
Neuroticism that on SM use and engagement
Prone to passive social media use
Likely to engage in emotionally charged content
And use social media as emotional outlet
Instagram, TikTok, twitter
When brands have aesthetic consistency…
Increases audience retention and interaction
Consumer journey to brand loyalty
- Brand awareness
- Brand interest
- Brand engagement
- Brand trust
- Brand loyalty
Role of brand communities in loyalty formation
Emotional connections cause more loyalty
UGC strengthens loyalty
Interactive content drives engagement
Why do consumers develop brand hate
Perceived brand betrayal
Poor customer experience
Social and ethical concerns
Incongruence with consumer identity
How consumers express brand hate online
Negative WOM
Anti brand communities
Brand sabotage
How to avoid brand hate
Actively monitor online conversations about brand to detect dissatisfaction early
Be completely transparent when dealing with consumer grievances
Be ethical and responsible
How do images affect engagement
High quality Visually appealing images drive more engagement
Emotional imagery outperfoms
Informational content is useful but may reduce spontaneous engagement
Aesthetic and artistic affects on engagement
High likes and shares
Less informational
Branding / lifestyle marketing
Informational and educational effect on engagement
Lower likes
Higher comments and saves
Emotional and storytelling on engagement
Strongest engagement
Consumer storytelling
Brand identity campaigns
Overly promotional effects on engagement
Low engagement
Perceived as spam
Limited use
Paid ads
6 creative strategies in B2C
- Entertainment
- Experiential
- Innovative
- Value oriented
- Informational
- Brand personality
Social media strategy by platform : instagram / tik tok
Entertainment and experiential content
Social media strategy by platform : facebook and twitter
Brand personality and value oriented posts
Social media strategy by platform : linkedIN YouTube
Informational innovative
Key B2B engagement tactics
Thought leadership
Webinars and livestreams
Personalised content marketing
Community building
Data driven campaigns
