Evaluating the Role of Brand Ambassadors in Social Media

Alireza Naser Sadrabadi, Mahyar Kamali Saraji, Mohammad MonshiZadeh

Abstract


Cyberspace has provided new tools for marketers to improve the efficiency of marketing communications and new approaches to acquire and retain customers. Online inter-personal interaction is one of cyberspace aspects. Individual inter-personal influence in online environments affects customer evaluation and decisions about buying a product or brand. Social networks have created effective communication channels for word of mouth spread of message. Word of mouth communication is a way to achieve a competitive advantage. Therefore, the present study aimed to evaluate role of brand ambassador in Electronic Word of Mouth advertising in Instagram and Novin Charm brand. The present study investigated dimensions of brand equity, brand awareness, brand image and Electronic Word of Mouth advertising. Statistical population of research included followers of official page of Novin Charm brand in Instagram social network. Total statistical population was about 50,000 subjects from whom 381 were selected as samples by Morgan table. According to research results, the brand ambassador can affect the electronic word of mouth advertising. This effectiveness can be strengthened through creation of a brand image and increase in the brand awareness.

Full Text:

PDF

References


AAKER, D. A. 1996. Measuring brand equity across products and markets. California management review, 38, 102-120.

AHMED, R. R., VVEINHARDT, J. & STREIMIKIENE, D. 2017. Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries. Journal of Business Economics and Management, 18, 1115-1134.

AL-SHUAIBI, A. S. I., SHAMSUDIN, F. M. & AZIZ, N. A. 2016. Developing Brand Ambassadors: The Role of Brand-centred HRM. International Review of Management and Marketing, 6.

ANDERSSON, M. & EKMAN, P. 2009. Ambassador networks and place branding. Journal of Place Management and Development, 2, 41-51.

BOEUF, B. 2017. The impact of death on consumer responses to celebrity endorser misbehavior. Psychology & Marketing, 34, 917-930.

CASADO-DIAZ, A. B., PEREZ-NARANJO, L. M. & SELLERS-RUBIO, R. 2017. Aggregate consumer ratings and booking intention: the role of brand image. Service Business, 11, 543-562.

Cervera-Taulet, A.; Schlesinger, M.W.; Yagüe-Guillen, M.J. Influence of advertising on brand personality in the airline sector: The case of Spain. J. Travel Tour. Mark. 2013, 30, 445–454.

CHEN, K., LUO, P. & WANG, H. 2017. An influence framework on product word-of-mouth (WoM) measurement. Information & Management, 54, 228-240.

FAIRCHILD, R., BROUGHTON, D. & MORGAN, M. 2017. Knowledge of and attitudes to sports drinks of adolescents living in South Wales, UK. British Dental Journal, 222, 931-932.

FORNELL, C. & LARCKER, D. F. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.

FRELING, T. H., CROSNO, J. L. & HENARD, D. H. 2011. Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39, 392-406.

GARTNER, W. C. & RUZZIER, M. K. 2011. Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of Travel Research, 50, 471-481.

GILANI, H., GILANI, H., JAMSHED, S. & JAMSHED, S. 2016. An exploratory study on the impact of recruitment process outsourcing on employer branding of an organisation. Strategic Outsourcing: An International Journal, 9, 303-323.

GODEY, B., MANTHIOU, A., PEDERZOLI, D., ROKKA, J., AIELLO, G., DONVITO, R. & SINGH, R. 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69, 5833-5841.

GOUTAM, D. 2013. Influence of Brand Ambassadors on Buying Behavior of Soft Drinks: With Reference to Belgaum City. IMPACT: International Journal of Research in Business Management, 1, 9-18.

HARRIS, F. & DE CHERNATONY, L. 2001. Corporate branding and corporate brand performance. European Journal of marketing, 35, 441-456.

HENSELER, J., RINGLE, C. M. & SINKOVICS, R. R. 2009. The use of partial least squares path modeling in international marketing. New challenges to international marketing. Emerald Group Publishing Limited.

HOANG, T. 2017. Building brand awareness in social media industry: Case: Glostars Company.

JUN, J., KIM, J. & TANG, L. 2017. Does Social Capital Matter on Social Media? An Examination Into Negative EWOM Toward Competing Brands. Journal of Hospitality Marketing & Management, 26, 378-394.

KAUR, P., DHIR, A. & RAJALA, R. 2016. Assessing flow experience in social networking site based brand communities. Computers in Human Behavior, 64, 217-225.

KELLER, K. L. 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson.

KOTLER, P. T., BOWEN, J. T., BALOGLU, S. & MAKENS, J. 2016. Marketing for Hospitality and Tourism, Pearson Education.

LAHAP, J., RAMLI, N. S., SAID, N. M., RADZI, S. M. & ZAIN, R. A. 2016. A Study of Brand Image towards Customer's Satisfaction in the Malaysian Hotel Industry. Procedia - Social and Behavioral Sciences, 224, 149-157.

LANGARO, D., RITA, P. & DE FáTIMA SALGUEIRO, M. 2018. Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness and brand attitude. Journal of Marketing Communications, 24, 146-168.

LEE, K. S. & TAN, S. J. 2003. E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice. Journal of Business Research, 56, 877-885.

LIU, C. W., HSIEH, A. Y., LO, S. K. & HWANG, Y. 2017. What consumers see when time is running out: Consumers' browsing behaviors on online shopping websites when under time pressure. Computers in Human Behavior, 70, 391-397.

MELOVIĆ, B., ISHKOV, A. & ROMANOVICH, M. 2016. Branding Companies as a Factor of Competitiveness - Relevance for the Engineering Management. Procedia Engineering, 165, 1563-1567.

MOSLEHPOUR, M., WONG, W. K., VAN PHAM, K. & AULIA, C. K. 2017. Repurchase intention of Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 29, 569-588.

MUKHERJEE, K. & BANERJEE, N. 2017. Effect of Social Networking Advertisements on Shaping Consumers’ Attitude. Global Business Review, 0972150917710153.

NGAI, E. W., MOON, K.-L. K., LAM, S. S., CHIN, E. S. & TAO, S. S. 2015. Social media models, technologies, and applications: an academic review and case study. Industrial Management & Data Systems, 115, 769-802.

PACE, S., BALBONI, B. & GISTRI, G. 2017. The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case. Journal of Marketing Communications, 23, 135-148.

RAHMAN, R. 2017. BUILDING BRAND AWARENESS: THE ROLE OF CELEBRITY ENDORSEMENT IN ADVERTISEMENTS.

RANWALA, R. & PERERA, G. 2017. The Impact of Social Media use on building Brand Awareness with special reference to Sri Lankan Tourist Hotel Sector.

REHMET, J. & DINNIE, K. 2013. Citizen brand ambassadors: Motivations and perceived effects. Journal of Destination Marketing & Management, 2, 31-38.

REZA JALILVAND, M. & SAMIEI, N. 2012. The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30, 460-476.

RIALTI, R., ZOLLO, L., PELLEGRINI, M. M. & CIAPPEI, C. 2017. Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter? Journal of Global Marketing, 1-14.

ROGERS, E. M. & CARTANO, D. G. 1962. Methods of measuring opinion leadership. Public Opinion Quarterly, 435-441.

ROMANIUK, J. & NENYCZ-THIEL, M. 2013. Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66, 67-72.

SEO, E. J. & PARK, J. W. 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.

SEVERI, E. & LING, K. C. 2013. The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9, 125.

Trembath, R.; Romaniuk, J.; Lockshin, L. Building the destination brand: An empirical comparison of two Approaches. J. Travel Tour. Mark. 2011, 28, 804–816.

WU, W. Y., QUYEN, P. T. P. & RIVAS, A. A. A. 2017. How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience. Information Systems and E-Business Management, 15, 689-715.

YUAN, R., LIU, M. J., LUO, J. & YEN, D. A. 2016. Reciprocal transfer of brand identity and image associations arising from higher education brand extensions. Journal of Business Research, 69, 3069-3076.

YUNUS, N. H., ARIFF, M. S. M., SOM, N. M., ZAKUAN, N. & SULEIMAN, Z. 2016. The Mediating Effect of Brand Image Between Electronic Word of Mouth and Purchase Intention in Social Media. Advanced Science Letters, 22, 3176-3180.

ZHANG, J. Q., CRACIUN, G. & SHIN, D. 2010. When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63, 1336-1341


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.