Marketing Commons^™

Turn The Other Cheek Or An Eye For Eye: Exploring Brand-To-Brand Dialogue On Social Media, Veronica Thomas, Kendra Fowler

Association of Marketing Theory and Practice Proceedings 2021

While popular press articles frequently highlight humorous, snarky exchanges between brands on social media, academically, this behavior is relatively unexplored. As consumers’ perceptions of the use of humor in brand-to-brand dialogue may have meaningful managerial and theoretical implications, this research examines consumers’ perceptions of brands that engage in dialogue with one another on social media. To understand the dyadic relationship between two brands who engage with one another on social media, we explore two different types of humorous comments (low aggression and high aggression) and how the type of humor employed affects consumers’ perceptions of both the brand initiating the …

Are Virtual Assistants Effective In Generating Customer-Firm Engagement? The Role Of Social Media As A Component Of Marketing Strategies., Neda Mossaei

Association of Marketing Theory and Practice Proceedings 2021

ABSTRACT

This paper examines the effects of utilizing voice assistants in addition to integrating social media in firms’ communication strategies. Many consumers are increasingly using voice assistants to communicate with companies. At the same time, the Covid-19 pandemic has impacted the way customers are interacting with companies due to social distancing, stay-at-home orders, and mental overload during this unprecedented time. Firms that provide consumers with easier ways of communication, such as utilizing a voice assistant in customer service, could benefit from higher consumer engagement. The cognitive load theory is proposed to explore its applicability in assessing whether less mental effort …

Bridging The Gap Between Customer Value And Firm Performance: Strategic Implications Of Social Media Marketing Relationships, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2021

No abstract provided.