Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
MTZ-Fachkongress

Antriebe und Energiesysteme von morgen


Austausch von Automobil- und Energiewirtschaft

Am 14./15. Mai geht es in Chemnitz um die Mobilitätswende durch Elektro- und Wasserstofffahrzeuge.
Erweiterte Suche
Anmelden
nach oben
Electronic Commerce Research
Erschienen in: Electronic Commerce Research 4/2022

30.03.2021

Measuring the consumer engagement related to social media: the case of franchising

verfasst von: Esther Calderón-Monge, José M. Ramírez-Hurtado

Erschienen in: Electronic Commerce Research | Ausgabe 4/2022

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

The appearance of social media has fostered consumers chatting with each other, comparing and recommending products and services. In the case of franchising, social media take on a yet greater importance due to brands having to achieve the expansion of their chains selecting new franchisees. The aim of this paper is, on the one hand, to analyze the activity of franchise chains in social media -Facebook and Twitter- and, on the other hand, to measure the engagement which social media users show with franchise brands or chains. Quantitative data from Spanish franchisors (N = 53 and N = 46) was collected by means of the Fanpage Karma and Twitonomy tools. The PRGS model and statistical tests were used for the analysis of the data. The results show that the activity of the chains in social media is different according to the sector in which the chain is operating. Conclusions are also drawn regarding the characteristics of franchising chains.
Vorheriger Artikel Intermediation in reward-based crowdfunding: a cash deposit mechanism to reduce moral hazard
Nächster Artikel Optimal advertising for a generalized Vidale–Wolfe response model

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Jetzt informieren
Fußnoten
1
In this paper, real estate agent refers to a person or business that arranges the selling, renting or management of properties and buildings. There is a high competitiveness in the Spanish property market. Spain is a popular destination for many tourists looking for holiday homes in the sun. Also, many people try to buy a property in the coastal areas.
 
Literatur
1.
2.
Achen, R. (2016). Examining the influence of Facebook fans, content, and engagement on business outcomes in the National Basketball Association. Journal of Social Media for Organizations, 3(1), 1–15.
3.
Ali, I., Khan, S. U. R., & Rehman, I. U. (2013). How corporate social responsibility and corporate reputation influence employee engagement? Transformations in Business & Economics, 12(1A), 354–364.
4.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1), 15–27.CrossRef
5.
Barger, V. A., Labrecque, L. (2013). An Integrated Marketing Communications Perspective on Social Media Metrics. International Journal of Integrated Marketing Communications, Spring 2013. Available at SSRN: https://​ssrn.​com/​abstract=​2280132.
6.
Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341–356.CrossRef
7.
Blancas-Peral, F. J., Contreras, I., & Ramírez-Hurtado, J. M. (2014). Choosing a travel agency franchise by mean of a global composite indicator: An application in Spain. Journal of Business Economics and Management, 15(1), 153–173.CrossRef
8.
Bowden, J. L. (2009). The process of customer engagement: A conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63–74.CrossRef
9.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement. Journal of Service Research, 14(3), 252–271.CrossRef
10.
Brodie, R. J., Roderick, J., Ilic, A., Juric, B., & Hollebeek, L. D. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.CrossRef
11.
Cambra, J., Melero, I., & Sese, F. J. (2012). Aproximación al concepto de engagement: Un estudio exploratorio en el sector de la telefonía móvil. Universia Business Review, 1(33), 84–103.
12.
Cambra, J., Melero, I., & Sese, F. J. (2016). Can complaint-handling efforts promote customer engagement? Service Business, 10, 847–866.CrossRef
13.
Castelló Martínez, A., & Monserrat-Gauchi, J. (2012). La comunicación digital de la empresa de franquicia: Uso y presencia en los medios sociales. AdComunica, 3, 105–124.CrossRef
14.
Chan-Olmsted, S., Wolter, L.-C., & Wang, R. (2017). Toward a Multidimensional Framework of Media Engagement: Conceptualizing Consumer Experience and Connection with Media Content in a Digital Environment. Media Engagement Framework. Conference paper of the Emma 2017.
15.
Dahlgren, P. (2006). Civic participation and practices: Beyond “deliberative democracy.” In N. Carpentier (Ed.), Researching media, democracy and participation (23–34). Tartu University Press.
16.
Dant, R.P., Manish K, Anne T. C., & Jamie, E. (2007). A Cointegration Analysis of the Correlates of Performance in Franchised Channels, 169–189, in Economics and management of networks: Franchising, strategic alliances, and cooperatives. Gérard Cliquet, George Hendrikse, Mika Tuunanen and Josef Windsperger (ed). Heidelberg: Physica-Verlag HD.
17.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26, 83–91.CrossRef
18.
Dessart, L. (2017). Social media engagement: A model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399.
19.
Dessart, L., Velooutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42.CrossRef
20.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277.
21.
Fernandes, T., & Remelhe, P. (2015). How to engage customers in co-creation: customers’ motivations for collaborative innovation. Journal of Strategic Marketing, 24(3/4), 311–326.
22.
Flaherty, S. J., McCarthy, M. B., Collins, A. M., & McAuliffe, F. M. (2019). A different perspective on consumer engagement: Exploring the experience of using health apps to support healthier food purchasing. Journal of Marketing Management, 35(3–4), 310–337.CrossRef
23.
Fombrun, C. (1996). Reputation. Boston, USA: Harvard Business School Press.
24.
Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management, 25(6), 608–619.CrossRef
25.
Gambetti, R., & Graffigna, G. (2010). The concept of engagement. International Journal of Market Research, 52(6), 801–826.CrossRef
26.
Giraldo Cardona, C., & Martínez María-Dolores, S. (2016). Análisis de la actividad y presencia en Facebook y otras redes sociales de las principales cadenas hoteleras españolas. Revista de Ocio y Turismo, 11, 35–49.CrossRef
27.
Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 54, 71–79.CrossRef
28.
Gurau, C. (2008). Integrated online marketing communication: implementation and management. Journal of Communication Management, 12, 169–184.CrossRef
29.
He, W., Zha, S., & Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 3(3), 464–472.CrossRef
30.
Herrando, C., Jiménez-Martínez, J., & Martín-De Hoyos, M. J. (2017). Passion at first sight: How to engage users in social commerce contexts. Electronic Commerce Research, 17, 701–720.CrossRef
31.
Herrera-Torres, L., Pérez-Tur, F., García-Fernández, J., & Fernández-Gavira, J. (2017). El uso de las redes sociales y el engagement de los clubes de la Liga Endesa ACB. Cuadernos de Psicología del Deporte, 17(3), 175–182.
32.
Hodis, M. A., Sriramachandramurthy, R., & Sashittal, H. C. (2015). Interact with me on my terms: A four segment Facebook engagement framework for marketers. Journal of Marketing Management, 31(11–12), 1255–1284.CrossRef
33.
Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573.CrossRef
34.
Hollebeek, L. D. (2011). Demystifying customer engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807.CrossRef
35.
Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2016). Strategic drivers, anticipated and unanticipated outcomes of customer engagement. Journal of Marketing Management, 32(5–6), 393–398.CrossRef
36.
37.
38.
IAB. (2016). Estudio anual de redes sociales. Spain: Interactive Adverstising Bureau.
39.
IAB. (2018). Observatorio de marcas en redes sociales. Spain: Interactive Advertising Bureau.
40.
41.
Jung, W., Yang, S., & Kim, H. (2020). Design of sweepstakes-based social media marketing for online customer engagement. Electronic Commerce Research, 20, 119–146.CrossRef
42.
Jussila, J. J., Kärkkäinen, H., & Aramo-Immonen, H. (2014). Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, 606–613.CrossRef
43.
Kabadayi, S., & Price, K. (2014). Consumer – brand engagement on Facebook: Liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203–223.CrossRef
44.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310.CrossRef
45.
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of like: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40–52.CrossRef
46.
Malthouse, E., & Hofacker, Ch. (2010). Looking back and looking forward with interactive marketing. Journal of Interactive Marketing, 24(3), 181–184.CrossRef
47.
Mohr, J. J., Fisher, R. J., & Nevin, J. R. (1996). Collaborative communication in interfirm relationships: Moderating effects of integration and control. Journal of Marketing, 60(3), 103–115.CrossRef
48.
Murphy, P. (2010). The intractability of reputation: Media coverage as a complex system in the case of Martha Stewart. Journal of Public Relations Research, 22(2), 209–237.CrossRef
49.
Oh, Ch., Roumani, Y., Nwankpa, J. K., & Hu, H.-F. (2017). Beyond likes and tweets: Consumer engagement behavior and movie box office in social media. Information & Management, 54, 25–37.CrossRef
50.
Oliveira, M. J., Huertas, M. K. Z., & Lin, Z. (2016). Factors driving young users’ engagement with Facebook: Evidence from Brazil. Computers in Human Behavior, 54, 54–61.CrossRef
51.
Oviedo-García, M. A., Muñoz-Expósito, M., Castellanos-Verdugo, M., & Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), 327–344.CrossRef
52.
Paine, K. D. (2011). Measure what matters: Online tools for understanding customers, social media, engagement, and key relationships. Hoboken: Wiley.
53.
Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73, 1–18.CrossRef
54.
Perrigot, R., Hussain, D., & Windsperger, J. (2015). An investigation into independent small business owners’ perception of franchisee relationships. International Journal of Retail & Distribution Management, 43(8), 693–711.CrossRef
55.
Ramírez-Hurtado, J. M., & Contreras, I. (2017). Efficiency of travel agency franchises: A study in Spain. Service Business, 11(4), 717–739.CrossRef
56.
Safón, V., & Escribá, A. (2011). Antecedents and consequences of external risk perception in franchising: Evidence from the hospitality industry. Service Business, 5, 237–257.CrossRef
57.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers’ engagement with brand-related social-media content. Journal of Advertising Research, 56(1), 64–80.CrossRef
58.
59.
60.
Shane, S., Shankar, V., & Aravindakshan, A. (2006). The effects of new franchisor partnering strategies on franchise system size. Management Science, 5, 773–787.CrossRef
61.
Simon, S., Brexendorf, T. O., & Fassnacht, M. (2016). The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook. Journal of Product & Brand Management, 25(5), 409–423.CrossRef
62.
Sobaci, M. Z., & Hatipoǧlu, I. (2017). Measuring the engagement level of political parties with public on Facebook: The case of Turkey. In Proceedings of the 7th international conference for E-democracy and open government, CeDEM 2017 (pp. 209–216).
63.
Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943.CrossRef
64.
Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25(5), 424–434.CrossRef
65.
Triantafillidou, A., Lappas, G., Yannas, P., & Kleftodimos, A. (2015). Facebook Engagement and Greek Local Municipal Governments. In P. Parycek and N. Edelmann (Eds.), CeDEM15 Conference for E-Democracy and Open Government (pp. 39–52). Edition Donau-Universität Krems.
66.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13, 253–266.CrossRef
67.
Vivek, S. D. (2009). A Scale of Consumer Engagement, Doctor of Philosophy Dissertation. Department of Management & Marketing: Graduate School-The University of Alabama, UMI.
68.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146.CrossRef
69.
Voorveld, H. A. M., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social Media and social Media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38–54.CrossRef
70.
Wiersema, F. (2013). The B2B agenda: The current state of B2B marketing and a look ahead. Industrial Marketing Management, 42(4), 470–488.CrossRef
71.
Yang, S., Lin, S., Carlson, J. R., & Ross, W. T., Jr. (2016). Brand engagement on social media: Will firms’ social media efforts influence search engine advertising effectiveness? Journal of Marketing Management, 32(5–6), 526–557.CrossRef
Metadaten
Titel
Measuring the consumer engagement related to social media: the case of franchising
verfasst von
Esther Calderón-Monge
José M. Ramírez-Hurtado
Publikationsdatum
30.03.2021
Verlag
Springer US
Erschienen in
Electronic Commerce Research / Ausgabe 4/2022
Print ISSN: 1389-5753
Elektronische ISSN: 1572-9362
DOI
https://doi.org/10.1007/s10660-021-09463-2

Weitere Artikel der Ausgabe 4/2022

Electronic Commerce Research 4/2022 Zur Ausgabe

OriginalPaper

The influence of community engagement on seller opportunistic behaviors in e-commerce platform

OriginalPaper

Will the community O2O service supply channel benefit the elderly healthcare service supply chain?

OriginalPaper

Analyzing ICT-enabled agricultural advisory services in Pakistan: evidence from a marginalized region of Punjab province

OriginalPaper

E-business adoption costs and strategies for retail micro businesses

OriginalPaper

Should the assembly system with direct omnichannel introduce integrated management service? A game-theoretical modelling study

OriginalPaper

Monopoly or competition: strategic analysis of a retailing technology service provision