Download - THE BUILDING BLOCKS OF SOCIAL BRANDS
THE BUILDING BLOCKS OF SOCIAL BRANDS
On consumer-brand relationships in social media
Daniël G. Muntinga, Edith G. Smit, Marjolein Moorman
University of Amsterdam, the Netherlands
2nd International Colloquium on Consumer-Brand Relationships
19 March 2011 | Rollins College | Winter Park
On social media,
Who does what why where,
with what brands, and
with what effects?
Study 1 & 2
Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations
for brand-related social media use. International Journal of Advertising, 30(1), 13-45.
?
Study helps to assess
whether a brand is suited
for a social media strategy
Wat are the common denominators of
brands that elicit brand-related social
media use?
Brand-related social media use may be a
function of brand-relationship quality
H1 BRQ is positively related to brand-
related social media use
HYPOTHESES (1)
BRQ is a function of brand personality
H2 More exciting BP’s lead to more active
brand-related social media use
H3 BP moderates the relationship between
BRQ and brand-related social media use
HYPOTHESES (2)
CREATING
CONTRIBUTING
CONSUMING
Consumers’
Online
Brand-
Related
Activities
BRAND-RELATED SOCIAL MEDIA USE
Source: Muntinga, Moorman, & Smit (2011)
April 2010
Brand profiles on Facebook
8 brands (Rossiter-Percy grid)
Survey distributed with help of
administrators
N = 315, Mage= 27.9, SD = 9.8, 56.7% male
METHOD
H1 Brand relationship quality COBRAs
No BRQ differences between COBRA types *
But:
The higher BRQ, the more active someone
engages in each COBRA type
* Consuming: β = .35, p < .001; Contributing: β = .27, p < .001; Creating: β = .26, p < .001;
F(56,203) = 1.27, p = .123
RESULTS (1)
H2 Brand personality COBRAs
The more a brand is perceived as having an
“excting” personality, the more active people
engage with that brand *
No BP differences between COBRA types **
* Exiting: β = .36, p < .001; Responsability: β = .30, p > .05; Simplicity: β = .09, p > .05,
** F(35,119) = 39.59, p = .117
RESULTS (2)
H3 Brand personality χ brand relationship
quality COBRAs
BP “exiting” moderates the relationship
between BRQ and each COBRA type*
* Consuming: Z = 3.93, p < .001; Contributing: Z = 2.80, p < .001; Creating: Z = 2.65, p < .001
RESULTS (3)
No BRQ and BP differences between
consuming, contributing and creating
behaviors;
Strong consumer-brand relationships leads to
more brand-related activity on social media…
especially when a brand is perceived as having
an “exciting” personality.
CONCLUSIONS
Brands with which consumers perceive strong
relationships
and that
have exciting brand personalities.
? What kind of brands elicit brand-related
social media use?
IMPLICATIONS
Consumer characteristics vis-à-vis COBRAs;
Relationships between consumer
characteristics, brands characteristics,
motivations, BRQ, and COBRAs.
Collective creation of brand meaning via social
media / brand community
Positive feedback loops/ mutually reinforcing
spirals à la Slater (2007)
FUTURE
THANK [email protected]
Brand Personality (BP)12 items: Geuens, Weijters, and De Wulf (2009)
Brand Relationship Quality (BRQ)14 items: Smit, Bronner, and Tolboom (2007)
Brand-related social media use
“consumers’ online brand-related activities”
COBRAs
(Three questions; Muntinga, Moorman, and Smit (2011)
MEASURES