Unlocking Social Media Success: How Prosumers Drive Brand Engagement through Authentic Conversations with Consumers

IF 4.5 2区 管理学 Q1 BUSINESS
Suresh Malodia, Raffaele Filieri, Tobias Otterbring, Amandeep Dhir
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Abstract

This research examines whether prosumer-generated (vs. firm-generated) content fosters consumer engagement through content relevance and perceived content sponsorship. Four between-subjects experiments (N = 1048) show that prosumer-led (vs. firm-led) conversations, mediated by perceived content sponsorship and content relevance, generate higher engagement. Furthermore, consumer engagement increases significantly when prosumers share hedonic content and disclose information about their identity. A fifth study, a qualitative investigation with brand managers and marketing practitioners, further validates and extends these findings, providing nuanced insights in the form of four prosumer-led engagement strategies for consumer engagement. These strategies have practical implications for companies seeking to leverage prosumers in social media marketing. Together, the current work broadens the research scope of prosumers from content co-creators to drivers of brand engagement, while revealing the factors that increase the effectiveness of prosumer-led social media content. Specifically, this research suggests that content type and authenticity are fundamental criteria for choosing a prosumer to engage social media brand followers. From a managerial viewpoint, the findings indicate that companies should identify, connect, and engage with online prosumers, as they will actively contribute towards improving consumer engagement levels.

Abstract Image

开启社交媒体的成功之门:专业消费者如何通过与消费者的真实对话推动品牌参与
本研究探讨了消费者生成的内容(与公司生成的内容相比)是否能通过内容相关性和感知内容赞助促进消费者参与。四个主体间实验(N = 1048)表明,在感知到的内容赞助和内容相关性的中介作用下,消费者主导(与公司主导)的对话会产生更高的参与度。此外,当消费者分享享乐内容并披露其身份信息时,消费者的参与度也会大幅提高。第五项研究是对品牌经理和营销从业人员进行的定性调查,它进一步验证并扩展了这些研究结果,以四种以消费者为主导的消费者参与策略的形式提供了细致入微的见解。这些策略对寻求在社交媒体营销中利用亲消费者的公司具有实际意义。总之,当前的研究工作扩大了对消费者的研究范围,从内容的共同创造者变成了品牌参与的推动者,同时揭示了提高消费者主导的社交媒体内容有效性的因素。具体来说,这项研究表明,内容类型和真实性是选择亲消费者来吸引社交媒体品牌追随者的基本标准。从管理的角度来看,研究结果表明,企业应识别、联系并参与网络消费者,因为他们将为提高消费者参与度做出积极贡献。
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来源期刊
CiteScore
10.00
自引率
12.50%
发文量
87
期刊介绍: The British Journal of Management provides a valuable outlet for research and scholarship on management-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial functions. With contributions from around the globe, the journal includes articles across the full range of business and management disciplines. A subscription to British Journal of Management includes International Journal of Management Reviews, also published on behalf of the British Academy of Management.
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