Brand-related content on social media

Consumers as social media influencers

von

Gross, JanaTomczak, TorstenGollnhofer, Johanna

BuchKartoniert, Paperback

20 Seiten

Englisch

THEXISerschienen am17.10.2022

Consumers are increasingly relying on social media to recommend brands to their peers. Consumers produce and upload brand-related content to their social media profiles, acting as social media influencers when they recommendbrands in their content. While consumers differ fundamentally in their motivations for producing and uploading brand-related content to their social media profiles, many marketing managers do not distinguish between different consumer types on social media, opting for a one-size-fits all approach. Hence, marketing managers lack an understanding of how to use these social media influencers full potential. We develop a framework that shows that consumers are motivated either by intrinsic or extrinsic motivations to produce and upload brand-related content. Moreover, our framework shows that brand-related communication is either brand-focused or passion-focused. We provide impactful recommendations for marketing managers of how to successfully present their brands on social media.mehr

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KlappentextConsumers are increasingly relying on social media to recommend brands to their peers. Consumers produce and upload brand-related content to their social media profiles, acting as social media influencers when they recommendbrands in their content. While consumers differ fundamentally in their motivations for producing and uploading brand-related content to their social media profiles, many marketing managers do not distinguish between different consumer types on social media, opting for a one-size-fits all approach. Hence, marketing managers lack an understanding of how to use these social media influencers full potential. We develop a framework that shows that consumers are motivated either by intrinsic or extrinsic motivations to produce and upload brand-related content. Moreover, our framework shows that brand-related communication is either brand-focused or passion-focused. We provide impactful recommendations for marketing managers of how to successfully present their brands on social media.

Details

ISBN/GTIN978-3-905819-34-2

ProduktartBuch

EinbandartKartoniert, Paperback

FormatA4

Verlag

THEXIS

ErscheinungslandSchweiz

Erscheinungsjahr2022

Erscheinungsdatum17.10.2022

Seiten20 Seiten

SpracheEnglisch