Abstract
Social media offers brands the ability to gauge consumer reactions to marketing and brand crises. While social media listening has focused on aggregate patterns, consumers differ in how they ...react to a crisis faced by a particular brand. Analyzing consumer behavior for 39 brands pertaining to 77 brand crises through the lens of consumer posts on brands’ Facebook pages, we find that consumers’ prior online interactions with the brand and the nature of the brand crisis moderate the language they employ in their posts. Specifically, these factors affect the extent to which consumers express anger and the familiarity of their language. While consumers who have not engaged with the brand previously employ more familiar language and self-referencing following values-related crises compared to consumers who have interacted with the brand, these individuals express more anger after performance-related crises. In contrast, consumers who have previously interacted with the brand express more anger in the wake of values-related crises. We discuss the implications of our findings for brand managers using social media posts as a means of monitoring consumer perceptions.
Advertisements in DVR Time Kent, Bob; Mosley, Buffy N.; Schweidel, David A.
Journal of advertising research,
03/2019, Letnik:
59, Številka:
1
Journal Article
Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports ...programs. Although the majority of recorded advertisements are "zipped" (fast-forwarded), some programs have many DVR viewers and delayed normal-speed advertisement exposures. The number and shelf life of recorded advertisement views vary by genre. DVRs accounted for more than 25 percent of all advertisement views from dramas (15 percent day-shifted, 5 percent shifted by more than three days). Time-sensitive advertisements might appear in sport or reality programs with fewer delayed views.
Brands have begun to embrace social media and develop branded social media pages to disseminate content and engage with consumers. Using the content of social media posts, this research explores the ...influence of emotionality of user-generated content (UGC) and firm- generated content (FGC) on marketing outcomes. The first essay explores user-generated textual content surrounding brand crisis events to understand how the event affects consumers’ perceptions of the brand. Consumers’ language before and after distinct events is assessed to evaluate the effect of the event on the emotionality of their posts. The extent to which consumers have interacted with the brand’s Facebook page prior to the event and the strength of the brand are incorporated into the analysis. Results show that brands experience a significant increase in negative emotional content after brand crises, but that brand familiarity and strength mitigate this shift. Comments from consumers who have engaged with the brand prior to the event include less negative language than comments from consumers posting on the brand’s page for the first time after the event. The second essay extends beyond the emotionality of textual content to consider the emotionality of visual content. I investigate the individual and combined effects of the emotionality of both text and visual components of firm-generated content (FGC) on consumer engagement within branded Facebook posts. Results show that the extent to which the two elements are (in)congruent can influence the number of consumer comments to firm-generated content and their emotional valence. Results indicate that a moderate mismatch between the emotional valence of the text and visual content can increase engagement for FGC. Conversely, results show that a complete mismatch between the emotional valence of text and visual elements decreases consumer engagement. Notably, brand personality mitigates this effect. Finally, the third essay examines the effect of emotionality of social WOM on marketing outcomes external to the social WOM domain – television consumption. Using narrative transportation as a conceptual framework, social TV activity is segmented along two dimensions: emotional valence (positive and negative) and content focus (fiction and nonfiction). I find evidence that heterogeneity among the types of social TV activity influences television consumption differently.
