Business Commons^™

The 4c Framework: Towards A Holistic Understanding Of Consumer Engagement With Augmented Reality, Philipp A. Rauschnabel, Reto Felix, Jonas Heller, Chris Hinsch

Marketing Faculty Publications and Presentations

Highlights

• The 4C framework highlights four unique characteristics of AR: Consumer, Content, Context, and Computing Device.

• Engagement with AR derives from an alignment of the 4 Cs.

• The paper advances theory by using the lens of complexity theory to explain how to engage consumers in AR experiences.

• The framework offers significant implications for managers and scholars.

• It allows systematic approaches to assess, communicate, and develop AR applications across various disciplines.

Abstract

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the …

Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2024

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.

The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek

Theses

Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation …

An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero

Theses

TikTok, a video-sharing social media site, has become one of the most popular platforms among digital natives. As a result of evolving globalization trends and unprecedented social changes, this platform has rapidly grown in popularity since its debut in 2016. TikTok has established an ideal setting to boost engagement by fostering a repetitive logic and enabling everyone around the globe to easily create and consume short videos. Although TikTok has capabilities similar to those found on other more established platforms, it has a distinct framework and platform culture refined by its predictive algorithm and user-friendly content interface. For this study, …

Analyzing The Effect Of Sponsorship Disclosure On Social Media Influencer Contribution To Engagement In The Test And Measurement Industry, Todd B. Baker

Doctor of Business Administration (DBA)

Audiences are consuming digital content at an increasing rate, and they use social media as a substantial source of information on products and services. Businesses are leveraging influencer marketing to reach their audiences and create a pre-disposition to buy from their brands represented by these social media influencers. Marketers are likely to increase their investments in social media by 53.6% in the coming five years, placing greater attention on this topic for many business executives (Moorman, 2021). This quantitative study explored the varying forms of sponsorship disclosure cues and their effect on engagement rates for different influencer types in the …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Journal of Applied Marketing Theory

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

Antecedents Of Customer Brand Engagement Affecting Customer Satisfaction, Trust, And Commitments In Forming Loyalty And Word Of Mouth In Indonesia, Unik D. Lestari, Tantri Yanuar R. Syah

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: The research objective was to determine customer brand engagement (CBE) drivers, which directly or indirectly generate word of mouth (WOM) on Instagram through trust, commitment, customer satisfaction, and loyalty.

Design/methodology/approach: This research was conducted in Indonesia with 213 respondents who are active on Instagram accounts, have an age range between 20 and 60 years, and have an attachment to products from middle to upper-class brands in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method.

Research Findings: The results show that customer involvement and flow experience are the main drivers …

Spending All Your Money On Me: Influencer Marketing’S Impact On Engagement, Rebecca A. Vanmeter, Michael C. Peasley, Parker J. Woodroof

Association of Marketing Theory and Practice Proceedings 2022

Influencer marketing has been around for a few years and is rapidly approaching a $15 billion industry by 2022. In its nascency, the research is limited which investigates factors that substantiate the growth and popularity of advertising tools. In this study, we propose and explicate how two different types of influencers, namely mega- and macro-influencers, impact their audience's engagement with sponsored posts. Utilizing secondary data from more than 650 Instagram posts, our results suggest mega-influencers are able to mitigate the negative effect of utilizing various post attributes, including meta-tags and product prominence.

Making Memories: A Consumer-Based Model Of Authenticity Applied To Living History Sites, Muhammet Kesgin, Babak Taheri, Rajendran S. Murthy, Juilee Decker, Martin Joseph Gannon

Articles

Purpose: Underpinned by the consumer-based model of authenticity (CBA), this study investigated whether leisure involvement, object-based and existential authenticity, host sincerity, and engagement stimulate positive memorable visitor experiences in a distinctive commercial hospitality setting: a living history site. Methodology: Quantitative data were gathered from living history site visitors (n=1004), with partial least squares structural equation modelling used to test the hypothesized relationships. Findings: The results confirm the inclusion of the hypothesized relationships between leisure involvement, sincerity, and authenticity, relative to engagement and subsequent memorability. The findings suggest that engagement can be a predictor of positive memorable experience, contingent on CBA …

Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss

Association of Marketing Theory and Practice Proceedings 2021

Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.

The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham

Association of Marketing Theory and Practice Proceedings 2020

The Social Media Magnet is presented as a new pedagogy for organic, inbound marketing instruction. This methodology has now been deployed for the last four years across multiple universities combining a digital online delivery system with a new theory and a live online practicum to teach college students both strategic and tactical planning for inbound marketing campaigns. Using live website creation, social media planning tools, and email retention campaigns, students using this pedagogy learn the best practices for inbound marketing. This is not a simulation, but a live practicum that teaches students real-time inbound marketing principles. This paper recaps the …

Impact Of Customer Engagement, Brand Attitude And Brand Experience On Branded Apps Recommendation And Re-Use Intentions, Nusser Raajpoot, Beth Ghilni-Wage

Atlantic Marketing Journal

Abstract

This paper seeks to understand the impact of customer engagement, brand attitude, and brand experience on branded apps recommendation and re-use intentions. Using structural equation modeling we test a causal model to establish the direct and mediated paths between constructs under study. We found that contrary to popular perceptions, customer engagement does not load directly on the recommendation or re-use intention suggesting that engagement on its own may not be sufficient to elicit recommendation or re-use intention. Other factors and contexts will be necessary to elicit recommendation etc. We also found that recommendation mediates the relationship between brand attitude …

Enhancing Consumer Engagement In An Online Brand Community Via User Reputation Signals: A Multi-Method Analysis, Sara Hanson, Lan Jiang, Darren Dahl

Marketing Faculty Publications

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, …

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

Political Marketing: How Social Media Influenced The 2008-2016 U.S. Presidential Elections And Best Practices Associated, Morgan Swartley

Senior Honors Theses

Political marketing has become a growing facet of marketing that has infiltrated the campaigning of U.S. presidential elections. Within this cognate of marketing, social media has become a major component of predicting election outcomes starting with the 2008 U.S. presidential election. An analysis of the social media performance of candidates from the 2008 to 2016 U.S. presidential elections reveals how the power of social media can be harnessed to increase voter participation, connect voters to offline political activity, and engage voters with candidates on a more personal note. Social media political marketing should further emphasize the candidate’s brand and build …

What’S In It For Me? Consumer Perceived Value Of Marketing Activities As A Driver Of Consumer Brand Engagement On Social Network Sites., Mary Jane Gardner

Doctor of Business Administration Dissertations

Social network sites are transforming the way companies, both big and small, communicate and market to consumers. Many businesses recognize the need for incorporating a social networking strategy as part of their overall marketing efforts. This strategy involves the use of social network sites as a means of promoting and communicating about a focal brand to consumers, attracting and building relationships with consumers, and increasing sales. However, an effective social network strategy is much more complex than simply having a Facebook page to which companies occasionally post. The effectiveness of marketing on social network sites depends at least in part …

Dynamite In Small Packages: The Engaged Elite As An Facebook Emerging Niche Market, Melanie Wiese, Gene Van Heerden, Tania Maree

The African Journal of Information Systems

Social networking sites, such as Facebook, have gained immense popularity as communication platform. Generation Y’ers have a strong need to engage and connect – both digitally, and in person. This paper examines the Facebook behaviour of Generation Y by means of a self-administered, campus-intercept survey of 383 university students. The purpose of this paper is to determine whether various clusters of Generation Y Facebook-users could be identified on the basis of their Facebook behaviour and usage. All multi-item constructs were subjected to an exploratory-factor analysis and a two-Step Cluster analysis. Three clusters, labeled ‘Engaged Elite’, ‘Neutral Masses’ and ‘Facebook Floaters’ …

Exploring Engagement With Social Media Content, Holly Atwood Syrdal

Marketing Dissertations

Engagement in the realm of social media is thought to be related to a number of positive brand and organizational outcomes and has emerged as a hot topic among marketing academics and practitioners alike. However, there is currently no consensus on exactly what constitutes this type of engagement. This lack of agreement and, hence, lack of a “social media engagement” measure, have made it difficult for academics to advance theory in this area and for researchers to test hypotheses concerning positive brand and organizational outcomes that may be related to this form of engagement. This dissertation directly addresses this gap …

The Multi-Screen Experience, Niall Murphy, Kathleen Hughes

Kathleen Hughes

This study sets out to explore the role of the mobile phone as second screen in fostering engagement through experiences. In-depth interviews were conducted with millennial consumers to explore this second screen experience. High levels of Personal and Social-Interactive Engagement was identified, through a variety of experiences. The need for greater understanding of engagement through experience in relation to new media such as social networks and mobile media has been identified in previous studies, consequently research that increases our understanding of the fast-changing media lives of this cohort is timely, and of significant industry and managerial value.

Thriving Under Pressure: An Exploration Of Research Productivity In Business Ph.D. Programs, Ivana Milosevic, Ted A. Paterson, A. Erin Bass

Marketing and Management Faculty Proceedings & Presentations

Ph.D. programs have always been difficult and stressful. However, as a variety of factors have led to a tightening of the academic job market, there is increased pressure on Ph.D. students to conduct innovative research that results in top-tier publications. Yet, there is a dearth of research analyzing how Ph.D. students respond to these demands and why some are able to successfully translate this pressure into publications, while others are not. In this study we integrate literatures on job satisfaction, intrinsic motivation, engagement, and thriving in order to conceptualize and empirically test a model of research productivity in Ph.D. programs. …

Pascal's Wager: The Real Or Promised Benefits Of Brand-Sponsored Brand Communities, Caroline M. Ford

Caroline M Ford

With the exponential growth of consumers using social networking sites such as Facebook, firms are driven to figure out how to exploit this new marketing medium in such a way as to add value to their brand or to further corporate goals. There is much excitement about the potential to reach millions of consumers in a nimble medium at dramatically lower costs and effort. Whether firms are realizing real return or speculating on its purported potential requires a greater understanding of the implicit model guiding the sponsorship of Virtual Brand Communities (VBC). Using a grounded theory approach, this research examines …

Co-Creation: An Exploratory Investigation Into The Construct And Its Dimensions, Joanna Minkiewicz, Jody Evans, Kerrie Bridson

Dr. Joanna Minkiewicz

Whilst the body of work around co-creation has grown, the construct has been viewed from multiple perspectives, with the literature generally bereft of a coherent, holistic theoretical framework. This paper aims to develop a more comprehensive conceptualization of co-creation by exploring it comprehensively to provide a deeper understanding of the underlying dimensions. Case study research using exemplar organizations, utilizing in-depth interviews with key informants, was used to investigate the manifestations of co-creation in the context of the heritage sector. The findings illuminate the prevalence of deliberate co-creation strategies in all case study organisations, revealing three facets of co-creation: personalization, engagement …