Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?

Journal of Marketing Management

Volumn 32, Issue 5-6, 2016, Pages 526-557

  Yang, Shuai ^a   Lin, Shan ^b   Carlson, Jeffrey R ^c   Ross, William T ^d  

^a DONGHUA UNIVERSITY   (China)

^b LEWIS UNIVERSITY   (United States)

^c UNIVERSITY OF RICHMOND   (United States)

^d UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

advertisement rank; advertising effectiveness; Brand engagement on social media; search engine advertising; social media

Indexed keywords

EID: 84959066670     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/0267257X.2016.1143863     Document Type: Article

References (104)

1. E.Abdul-Ghani,, K.Hyde,, & R.Marshall, (2011). Emic and etic interpretations of engagement with a consumer-to-consumer online auction site. Journal of Business Research, 64(10), 1060–1066. doi:10.1016/j.jbusres.2010.10.009
2. W.Achterberg,, A.M.Pot,, A.Kerkstra,, M.Ooms,, M.Muller,, & M.Ribbe, (2003). The effect of depression on social engagement in newly admitted Dutch nursing home residents. The Gerontologist, 43(2), 213–218. doi:10.1093/geront/43.2.213
3. A.Agarwal,, K.Hosanagar,, & M.D.Smith, (2011). Location, location, location: An analysis of profitability of position in online advertising markets. Journal of Marketing Research, 48(6), 1057–1073. doi:10.1509/jmr.08.0468
4. R.Agarwal,, A.Animesh,, & K.Prasad, (2009). Research note—Social interactions and the “digital divide”: Explaining variations in internet use. Information Systems Research, 20(2), 277–294. doi:10.1287/isre.1080.0194
5. R.Algesheimer,, U.M.Dholakia,, & A.Herrmann, (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. doi:10.1509/jmkg.69.3.19.66363
6. S.P.Anderson,, & A.Palma, (2012). Competition for attention in the information (overload) age. TheRAND Journal of Economics, 43(1), 1–25. doi:10.1111/j.1756-2171.2011.00155.x
7. A.Animesh,, S.Viswanathan,, & R.Agarwal, (2011). Competing “creatively” in sponsored search markets: The effect of rank, differentiation strategy, and competition on performance. Information Systems Research, 22(1), 153–169. doi:10.1287/isre.1090.0254
8. B.E.Ashforth,, & F.Mael, (1989). Social identity theory and the organization. Academy of Management Review, 14, 20–39. doi:10.5465/AMR.1989.4278999
9. C.Ashley,, & T.Tuten, (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. doi:10.1002/mar.20761
10. T.Avnet,, & E.T.Higgins, (2006a). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1–10. doi:10.1509/jmkr.43.1.1
11. R.P.Bagozzi,, & U.M.Dholakia, (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. doi:10.1016/j.ijresmar.2006.01.005
12. B.J.Baldus,, C.Voorhees,, & R.Calantone, (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. doi:10.1016/j.jbusres.2014.09.035
13. P.Blackshaw,, & M.Nazzaro, (2006). Consumer-generated media (CGM) 101: Word-of-mouth in the age of the web-fortified consumer. New York, NY: Nielsen BuzzMetrics. Retrieved from http://www.nielsen-online.com/downloads/us/buzz/nbzm_wp_CGM101.pdf
14. P.Bourdieu, (1986). The forms of capital. In J.G.Richardson (Ed.), Handbook of theory and research for the sociology of education. New York, NY: Greenwood Press.
15. D.M.Boush,, & B.Loken, (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16–28. doi:10.2307/3172723
16. J.H.Bowden, (2009). The process of customer engagement: A conceptual framework. TheJournal of Marketing Theory and Practice, 17(1), 63–74. doi:10.2753/mtp1069-6679170105
17. R.J.Brodie,, L.D.Hollebeek,, B.Jurić,, & A.Ilić, (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. doi:10.1177/1094670511411703
18. R.J.Brodie,, A.Ilic,, B.Juric,, & L.Hollebeek, (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. doi:10.1016/j.jbusres.2011.07.029
19. T.J.Brown,, T.E.Barry,, P.A.Dacin,, & R.F.Gunst, (2005). Spreading the word: Investigating antecedents of consumers positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138. doi:10.1177/0092070304268417
20. B.J.Calder,, E.C.Malthouse,, & U.Schaedel, (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. doi:10.1016/j.intmar.2009.07.002
21. Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56(2), 81–105. doi:10.1037/h0046016
22. S.-C.Chu,, & Y.Kim, (2011). Determinants of consumer engagement in electronic word-of-mouth (ewom) in social networking sites. International Journal of Advertising, 30(1), 47–75. doi:10.2501/ija-30-1-047-075
23. G.A.Churchill,, Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. doi:10.2307/3150876
24. C.J.Cobb-Walgren,, C.A.Ruble,, & N.Donthu, (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40. doi:10.1080/00913367.1995.10673481
25. Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Lawrence Erlbaum Associates.
26. J.B.Cohen,, & K.Basu, (1987). Alternative models of categorization: Toward a contingent processing framework. Journal of Consumer Research, 13(4), 455–472. doi:10.1086/209081
27. M.Dahlén, (2005). The medium as a contextual cue: Effects of creative media choice. Journal of Advertising, 34(3), 89–98. doi:10.1080/00913367.2005.10639197
28. G.S.Day,, & D.B.Montgomery, (1999). Charting new directions for marketing. Journal of Marketing, 63, 3. doi:10.2307/1252096
29. L.De Vries,, S.Gensler,, & P.S.Leeflang, (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. doi:10.1016/j.intmar.2012.01.003
30. Elowitz, B., & Charlene, L. (2009). The world’s most valuable brands. Who’s most engaged? ENGAGEMENTdb: Ranking the top 100 global brands. Retrieved from http://www.ENGAGEMENTdb.com
31. J.Falls, (2010). What is engagement and how do we measure it? Social media explorer. Retrieved from https://www.socialmediaexplorer.com/social-media-marketing/what-is-engagement-and-how-to-we-measure-it/
32. M.Fishbein,, & I.Ajzen, (1975). Belief, attitude, intention and behavior. Reading, MA: Addison-Wesley Publishing Company.
33. S.Fournier,, & L.Lee, (2009). Getting brand communities right. Harvard Business Review, 87(4), 105–111. Retrieved from http://www.wsuakpsi.com/wp-content/uploads/2015/02/Brand-community-3.pdf
34. R.C.Gambetti,, G.Graffigna,, & S.Biraghi, (2012). The grounded theory approach to consumer–brand engagement: The practitioner’s standpoint. International Journal of Market Research, 54(5), 659–687. doi:10.2501/ijmr-54-5-659-687
35. A.Ghose,, P.G.Ipeirotis,, & B.Li, (2012). Designing ranking systems for hotels on travel search engines by mining user-generated and crowdsourced content. Marketing Science, 31(3), 493–520. doi:10.1287/mksc.1110.0700
36. A.Ghose,, P.G.Ipeirotis,, & B.Li., (2014). Examining the impact of ranking on consumer behavior and search engine revenue. Management Science, 60(7), 1632–1654. doi:10.1287/mnsc.2013.1828
37. A.Ghose,, & S.Yang, (2009). An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Science, 55(10), 1605–1622. doi:10.1287/mnsc.1090.1054
38. K.-Y.Goh,, C.-S.Heng,, & Z.Lin, (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Information Systems Research, 24(1), 88–107. doi:10.1287/isre.1120.0469
39. U.Gretzel, (2006). Consumer generated content – Trends and implications for branding. E-Review of Tourism Research, 4(3), 9–11. Retrieved from http://3ws1wk1wkqsk36zmd6ocne81.wpengine.netdna-cdn.com/files/2012/09/199_c-4-3-1.pdf
40. J.Gummerus,, V.Liljander,, E.Weman,, & M.Pihlström, (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. doi:10.1108/01409171211256578
41. M.R.Habibi,, M.Laroche,, & M.-O.Richard, (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37(37), 152–161. doi:10.1016/j.chb.2014.04.016
42. R.Hanna,, A.Rohm,, & V.L.Crittenden, (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. doi:10.1016/j.bushor.2011.01.007
43. F.Hansen, (1969). Primary group influence and consumer conformity. In P.R.McDonald (Eds.), Proceedings of the American Marketing Association’s educators conference (pp. 300–305). Chicago, IL: American Marketing Association.
44. O.J.Harvey, (1960). Reciprocal influence of the group and three types of leaders in an unstructured situation. Sociometry, 23(1), 57–71. doi:10.2307/2786138
45. H.He,, W.Zhu,, & X.Zheng, (2014). Procedural justice and employee engagement: Roles of organizational identification and moral identity centrality. Journal of Business Ethics, 122(4), 681–695. doi:10.1007/s10551-013-1774-3
46. D.R.Heise, (1969). Separating reliability and stability in test-retest correlation. American Sociological Review, 34(1), 93–101. doi:10.2307/2092790
47. T.Hennig-Thurau,, K.P.Gwinner,, G.Walsh,, & D.D.Gremler, (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. doi:10.1002/dir.10073
48. E.T.Higgins, (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460. doi:10.1037/0033-295x.113.3.439
49. E.T.Higgins,, & A.A.Scholer, (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100–114. doi:10.1016/j.jcps.2009.02.002
50. L.D.Hollebeek, (2011a). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. doi:10.1080/0267257x.2010.500132
51. L.D.Hollebeek, (2011b). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573. doi:10.1080/0965254x.2011.599493
52. L.D.Hollebeek,, M.S.Glynn,, & R.J.Brodie, (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. doi:10.1016/j.intmar.2013.12.002
53. M.B.Houston, (2004). Assessing the validity of secondary data proxies for marketing constructs. Journal of Business Research, 57(2), 154–161. doi:10.1016/s0148-2963(01)00299-5
54. M.B.Houston,, & S.A.Johnson, (2000). Buyer–supplier contracts versus joint ventures: Determinants and consequences of transaction structure. Journal of Marketing Research, 37(1), 1–15. doi:10.1509/jmkr.37.1.1.18719
55. K.Jerath,, L.Ma,, Y.-H.Park,, & K.Srinivasan, (2011). A “position paradox” in sponsored search auctions. Marketing Science, 30(4), 612–627. doi:10.1287/mksc.1110.0645
56. S.Kabadayi,, & K.Price, (2014). Consumer–brand engagement on Facebook: Liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203–223. doi:10.1108/jrim-12-2013-0081
57. H.Karjaluoto,, & H.Leinonen, (2009). Advertisers’ perceptions of search engine marketing. International Journal of Internet Marketing and Advertising, 5(1/2), 95–112. doi:10.1504/ijima.2009.021952
58. Z.Katona,, & M.Sarvary, (2010). The race for sponsored links: Bidding patterns for search advertising. Marketing Science, 29(2), 199–215. doi:10.1287/mksc.1090.0517
59. K.L.Keller, (2010). The new branding imperatives. Cambridge, MA: Marketing Science Institute. Retrieved from http://exec.tuck.dartmouth.edu/downloads/350/msi_ff_10-700.pdf
60. N.Koschate-Fischer,, J.Cramer,, & W.D.Hoyer, (2014). Moderating effects of the relationship between private label share and store loyalty. Journal of Marketing, 78(2), 69–82. doi:10.1509/jm.13.0075
61. S.Lin,, W.J.Ross,, & H.Liu, (2015). Does the social value of a brand matter? An empirical investigation of the impact of brand social engagement on firm’s financial performance. Retrieved from http://ssrn.com/abstract=2670894
62. A.Malhotra,, C.K.Malhotra,, & A.See, (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18–20. http://sloanreview.mit.edu/article/how-to-create-brand-engagement-on-facebook/
63. D.Martin,, J.Schouten,, & J.McAlexander, (2006). Reporting ethnographic research: Bringing segments to life through movie making and metaphor. Handbook of Qualitative Research Methods in Marketing, 361–370. doi:10.4337/9781847204127.00037
64. J.H.McAlexander,, J.W.Schouten,, & H.F.Koenig, (2002). Building brand community. Journal of Marketing, 66(1), 38–54. doi:10.1509/jmkg.66.1.38.18451
65. C.B.Mervis,, & E.Rosch, (1981). Categorization of natural objects. Annual Review of Psychology, 32, 89–115. doi:10.1146/annurev.ps.32.020181.000513
66. Millen, D. R., & Patterson, J. F. (2002). Stimulating social engagement in a community network. In Proceedings of the 2002 ACM conference on Computer supported cooperative work (pp. 306–313). New York, NY: ACM Press. doi:10.1145/587078.587121
67. A.R.Miller,, & C.Tucker, (2014). Health information exchange, system size and information silos. Journal of Health Economics, 33, 28–42. doi:10.1016/j.jhealeco.2013.10.004
68. A.Mollen,, & H.Wilson, (2010). Engagement, telepresence, and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. doi:10.1016/j.jbusres.2009.05.014
69. C.Moorman,, B.Ross,, & S.Gorman, (2014). 12 tips for integrating social media into your marketing strategy. Retrieved from http://cmosurvey.org/blog/12-tips-for-integrating-social-media-into-your-marketing-strategy/
70. C.Moorman,, B.Ross,, & S.Gorman, (2015). Measuring the impact of social media on your business. Retrieved from http://cmosurvey.org/blog/measuring-the-impact-of-social-media-on-your-business/
71. G.P.Moschis, (1976). Social comparison and informal group influence. Journal of Marketing Research, 13(3), 237–244. doi:10.2307/3150733
72. A.M.Muñiz,, Jr., & T.C.O’Guinn, (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. doi:10.1086/319618
73. R.W.Naylor,, C.P.Lamberton,, & P.M.West, (2012). Beyond the “Like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6), 105–120. doi:10.1509/jm.11.0105
74. K.Nelson-Field,, E.Riebe,, & B.Sharp, (2012). What’s not to ‘like?’: Can a Facebook fan base give a brand the advertising reach it needs? Journal of Advertising Research, 52(2), 262–269. doi:10.2501/jar-52-2-262-269
75. B.Pan,, H.Hembrooke,, T.Joachims,, L.Lorigo,, G.Gay,, & L.Granka, (2007). In Google we trust: Users’ decisions on rank, position, and relevance. Journal of Computer-Mediated Communication, 12(3), 801–823. doi:10.1111/j.1083-6101.2007.00351.x
76. L.A.Peracchio,, & D.Luna, (2006). The role of thin-slice judgments in consumer psychology. Journal of Consumer Psychology, 16(1), 25–32. doi:10.1207/s15327663jcp1601_5
77. B.J.Phillips,, & E.F.McQuarrie, (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368–392. doi:10.1086/653087
78. A.Rangaswamy,, C.L.Giles,, & S.Seres, (2009). A strategic perspective on search engines: Thought candies for practitioners and researchers. Journal of Interactive Marketing, 23(1), 49–60. doi:10.1016/j.intmar.2008.10.006
79. R.Rishika,, A.Kumar,, R.Janakiraman,, & R.Bezawada, (2013). The effect of customers’ social media participation on customer visit frequency and profitability: An empirical investigation. Information Systems Research, 24(1), 108–127. doi:10.1287/isre.1120.0460
80. N.P.Rothbard, (2001). Enriching or depleting? The dynamics of engagement in work and family roles. Administrative Science Quarterly, 46, 655–684. doi:10.2307/3094827
81. O.J.Rutz,, & R.E.Bucklin, (2011). From generic to branded: A model of spillover in paid search advertising. Journal of Marketing Research, 48(1), 87–102. doi:10.1509/jmkr.48.1.87
82. O.J.Rutz,, & M.Trusov, (2011). Zooming in on paid search ads – A consumer-level model calibrated on aggregated data. Marketing Science, 30(5), 789–800. doi:10.1287/mksc.1110.0647
83. O.J.Rutz,, M.Trusov,, & R.E.Bucklin, (2011). Modeling indirect effects of paid search advertising: Which keywords lead to more future visits? Marketing Science, 30(4), 646–665. doi:10.1287/mksc.1110.0635
84. A.M.Saks, (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600–619. doi:10.1108/02683940610690169
85. D.Sprott,, S.Czellar,, & E.Spangenberg, (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104. doi:10.1509/jmkr.46.1.92
86. R.K.Srivastava,, T.A.Shervani,, & L.Fahey, (1999). Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, 63(Special Issue), 168–179. doi:10.2307/1252110
87. J.E.Stafford, (1966). Effects of group influences on consumer brand preferences. Journal of Marketing Research, 3(1), 68–75. doi:10.2307/3149437
88. J.M.Stanton,, E.F.Sinar,, W.K.Balzer,, & P.C.Smith, (2002). Issues and strategies for reducing the length of self-report scales. Personnel Psychology, 55(1), 167–194. doi:10.1111/j.1744-6570.2002.tb00108.x
89. N.Tadena, (2014, September 3). Social media spending is on the rise but impact is hard to measure. The Wall Street Journal. Retrieved from http://blogs.wsj.com/cmo/2014/09/03/social-media-spending-is-on-the-rise-but-impact-is-hard-to-measure/
90. M.Trusov,, R.E.Bucklin,, & K.Pauwels, (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102. doi:10.1509/jmkg.73.5.90
91. J.Van Doorn,, K.N.Lemon,, V.Mittal,, S.Nass,, D.Pick,, P.Pirner,, & P.C.Verhoef, (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. doi:10.1177/1094670510375599
92. A.Vilpponen,, S.Winter,, & S.Sundqvist, (2006). Electronic word-of-mouth in online environments: Exploring referral network structure and adoption behavior. Journal of Interactive Advertising, 2, 71–86. doi:10.1080/15252019.2006.10722120
93. S.D.Vivek,, S.E.Beatty,, & R.M.Morgan, (2010). Consumer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127–145. doi:10.2753/mtp1069-6679200201
94. A.Wang, (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355–368. doi:10.2501/s0021849906060429
95. B.D.Weinberg,, & E.Pehlivan, (2011). Social spending: Managing the social media mix. Business Horizons, 54(3), 275–282. doi:10.1016/j.bushor.2011.01.008
96. A.Westerwick, (2013). Effects of sponsorship, web site design, and Google ranking on the credibility of online information. Journal of Computer-Mediated Communication, 18(2), 80–97. doi:10.1111/jcc4.12006
97. R.S.Winer, (1999). Experimentation in the 21st century: The importance of external validity. Journal of the Academy of Marketing Science, 27(3), 349–358. doi:10.1177/0092070399273005
98. R.E.Witt, (1969). Informal social group influence on consumer brand choice. Journal of Marketing Research, 6(4), 473–476. doi:10.2307/3150086
99. R.E.Witt,, & G.D.Bruce, (1970). Purchase decisions and group influence. Journal of Marketing Research, 7(4), 533–555. doi:10.2307/3149651
100. Z.Xiang,, & U.Gretzel, (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. doi:10.1016/j.tourman.2009.02.016
101. Z.Xiang,, K.Wöber,, & D.R.Fesenmaier, (2008). Representation of the online tourism domain in search engines. Journal of Travel Research, 47(2), 137–150. doi:10.1177/0047287508321193
102. S.Yang,, & A.Ghose, (2010). Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence? Marketing Science, 29(4), 602–623. doi:10.1287/mksc.1090.0552
103. Zhang, S., Jiang, H., & Carroll, J. M. (2011). Integrating online and offline community through Facebook. In Proceedings of the 2011 international conference on Collaboration Technologies and Systems (pp. 569–578). Piscataway, NJ: IEEE Press. doi:10.1109/CTS.2011.5928738
104. M.Zinnbauer,, & T.Honer, (2011). How brands can create social currency – A framework for managing brands in a network era. Marketing Review St. Gallen, 28(5), 50–55. doi:10.1007/s11621-011-0063-8