The Impact of Brand Actions on Facebook on the Consumer Mind-Set
Despite all the surrounding hype, it is still not clear exactly how social media affects consumer behavior. In an effort to contribute to the current debate on the effectiveness of social media marketing this study aims to theorize and empirically demonst
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Graduate School of Business, Nazarbayev University, Astana, Kazakhstan [email protected] 2 Essec Business School, Cergy Pontoise, France [email protected]
Abstract. Despite all the surrounding hype, it is still not clear exactly how social media affects consumer behavior. In an effort to contribute to the current debate on the effectiveness of social media marketing this study aims to theorize and empirically demonstrate how brand’s social media efforts influence a wide array of consumer mind-set metrics that underlie the consumer purchase decisionmaking process. Specifically, we relate key dimensions of a brand’s social media actions (intensity, valence and richness) to well established consumer mind-set metrics ranging from awareness through attitude to satisfaction. We hypothesize that brand actions’ intensity (more brand posts) with neutral valence and richer content will have a strong impact on the consumer mind-set. Using a unique data set that captures both social media and consumer mind-set metrics for multiple brands, we propose empirically testing our model with panel vector auto regres‐ sion. Keywords: Social media · Mind-set metrics · Panel vector auto regression
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Introduction
US companies now spend on average more than 13 % of their marketing budgets on social media (The CMO Survey 2016), with marketers increasingly supplementing traditional marketing efforts with social media activities (Srinivasan et al. 2015). Most Fortune 500 companies have invested in social media presences, including Twitter accounts (73 %), Facebook fan pages (66 %), and YouTube channels (62 %; Heggestuen and Danova 2013). In addition to simply being present, brands typically also engage in proactive activities on social media by creating, developing, and managing online content to help drive consumer conversations (Peters et al. 2013). Brands also try to gain social media exposure through voluntary brand mentions, comments and recommenda‐ tions from users, all in an effort to ultimately help increase demand for their products. However, to be able to justify the necessary budgets, brands need to be able to demon‐ strate the impact of these efforts on consumers, something that is currently difficult to do (Hoffman and Fodor 2010).
© IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 128–133, 2016. DOI: 10.1007/978-3-319-45234-0_12
The Impact of Brand Actions on Facebook on the Consumer Mind-Set
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Brands typically conduct marketing campaigns to understand, inform, involve and satisfy consumers (Keller 2008). Thus the objective of marketing actions is to affect consumers’ hearts and minds (Hanssens et al. 2014). To measure the effect of their efforts, brands collect survey metrics that purport to reflect the consumer mindset. These include measures such as awareness, attitude, purchase intent and satisfaction, which collectively are held to represent the essence of the consumer p
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