Consumer social network brand identification and personal branding. How do social network users choose among brand sites? - Publication - Bridge of Knowledge

Search

Consumer social network brand identification and personal branding. How do social network users choose among brand sites?

Abstract

Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand identification. The study presents a new model whose structure of identification drivers for social networking brand sites varies for customer brand identification in the real and virtual worlds. The presented model reveals that personal branding is a planned effect of brand identification and it is crucial for brand value creation in social networks.

Citations

  • 1 6

    CrossRef

  • 0

    Web of Science

  • 2 6

    Scopus

Cite as

Full text

download paper
downloaded 214 times
Publication version
Accepted or Published Version
License
Creative Commons: CC-BY open in new tab

Keywords

Details

Category:
Articles
Type:
publikacja w in. zagranicznym czasopiśmie naukowym (tylko język obcy)
Published in:
Cogent Business & Management no. 4, pages 1 - 19,
ISSN: 2331-1975
Language:
English
Publication year:
2017
Bibliographic description:
Kucharska W.. Consumer social network brand identification and personal branding. How do social network users choose among brand sites?. Cogent Business & Management, 2017, Vol. 4, , s.1-19
DOI:
Digital Object Identifier (open in new tab) 10.1080/23311975.2017.1315879
Bibliography: test
  1. Kucharska, Cogent Business & Management (2017), 4: 1315879 http://dx.doi.org/10.1080/23311975.2017.1315879 open in new tab
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. doi:10.1016/0749-5978(91)90020-T open in new tab
  3. Ajzen, I. (2002). Constructing a TpB questionnaire: Conceptual and methodological considerations. Retrieved from http:// chuang.epage.au.edu.tw/ezfiles/168/1168/attach/20/ pta_41176_7688352_57138.pdf
  4. Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14, 20-39. open in new tab
  5. Barwise, P. (1993). Brand equity: Snark or boojum? International Journal of Research in Marketing, 10, 93-104. doi:10.1016/0167-8116(93)90036-X open in new tab
  6. Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183-194. doi:10.1086/208911 open in new tab
  7. Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168. doi:10.1086/209154 open in new tab
  8. Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40, 477-500. doi:10.1086/671052 open in new tab
  9. Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588. doi:10.1037/0033-2909.88.3.588 open in new tab
  10. Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39, 555-577. doi:10.1348/014466600164633 open in new tab
  11. Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15, 32-43. doi:10.1108/07363769810202664 open in new tab
  12. Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers? Relationships with companies. Journal of Marketing, 67, 76-88. doi:10.1509/jmkg.67.2.76.18609 open in new tab
  13. Bogner, W. C., & Barr, P. S. (2000). Making sense in hypercompetitive environments: A cognitive explanation for the persistence of high velocity competition. Organization Science, 11, 212-226. doi:10.1287/ orsc.11.2.212.12511 open in new tab
  14. Bollen, K. A. (1986). Sample size and Bentler and Bonett's nonnormed fit index. Psychometrika, 51, 375-377. doi:10.1007/BF02294061 open in new tab
  15. Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods and Research, 17, 303-316. http://dx.doi.org/10.1177/0049124189017003004 open in new tab
  16. Boyd, D. (2014). It's complicated: The social lives of networked teens. New Haven, CT: Yale University Press.
  17. Brooks, A. K., & Anumudu, C. (2016). Identity development in personal branding instruction social narratives and online brand management in a global economy. Adult Learning, 27, 23-29. http://dx.doi.org/10.1177/1045159515616968 open in new tab
  18. Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Abingdon: Routledge. open in new tab
  19. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35, 770- 790. doi:10.1108/01409171211255948 open in new tab
  20. Carpenter, C. J. (2012). Narcissism on Facebook: Self- promotional and anti-social behavior. Personality and Individual Differences, 52, 482-486. doi:10.1016/j. paid.2011.11.011 open in new tab
  21. Castells, M. (2011). The rise of the network society: The information age: Economy, society, and culture. Chichester: John Wiley & Sons.
  22. Dutta, S. (2010). What's your personal social media strategy. Harvard Business Review, 88, 127-131.
  23. East, R., Wright, M., & Vanhuele, M. (2013). Consumer behaviour: Applications in marketing. Thousand Oaks, CA: Sage.
  24. Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer-brand identification. Journal of Business Research, 69, 2901- 2910. doi:10.1016/j.jbusres.2015.12.059 open in new tab
  25. Enginkaya, E., & Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219-226. doi:10.1016/j.sbspro.2014.07.037 open in new tab
  26. Erikson, E. H. (1956). The problem of ego identity. Journal of the American Psychoanalytic Association, 4, 57. open in new tab
  27. Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32, 378-389. doi:10.1086/497549 open in new tab
  28. Evans, J. R., & Hempstead, N. Y. (2017). Branding in perspective: Self-branding for professional success. Retrieved from https://www.researchgate.net/profile/Joel_Evans4/ publication/312192830_Branding_in_Perspective_Self- Branding_for_Professional_Success/ links/58758c1b08aebf17d3b3f9cd.pdf open in new tab
  29. Francis, G. (2001). Introduction to SPSS for windows (3rd ed.). Sydney: Pearson Education.
  30. Gander, M. (2014). Managing your personal brand. Perspectives: Policy and Practice in Higher Education, 18, 99-102. doi:10.1080/13603108.2014.913538 open in new tab
  31. GEMIUS. (2015). Retrieved from www.gemius.pl/wszystkie- artykuly-aktualnosci/wyniki-megapanel-pbigemius-za- marzec-2015.html open in new tab
  32. Greve, G. (2014). The moderating effect of customer engagement on the brand image-Brand loyalty relationship. Procedia-Social and Behavioral Sciences, 148, 203-210. doi:10.1016/j.sbspro.2014.07.035 open in new tab
  33. Grönroos, C. (2007). In search of a new logic for marketing: Foundations of contemporary theory. New York, NY: John Wiley and Sons.
  34. Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41, 133-150. doi:10.1007/s11747-012-0308-3 open in new tab
  35. Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
  36. Halligan, B., & Shah, D. (2009). Inbound marketing: Get found using Google, social media, and blogs. Hoboken, NJ: John Wiley and Sons. http://dx.doi.org/10.1002/9781118257838 open in new tab
  37. Hoelter, J. W. (1983). The analysis of covariance structures: goodness-of-fit indices. Sociological Methods and Research, 11, 325-344. http://dx.doi.org/10.1177/0049124183011003003 open in new tab
  38. Hogg, M. A., & Abrams, D. (1990). Social motivation, self- esteem and social identity. Social Identity Theory: Constructive and Critical Advances, 28, 47.
  39. Ilicic, J., & Webster, C. M. (2013). Celebrity co-branding partners as irrelevant brand information in advertisements. Journal of Business Research, 66, 941- 947. doi:10.1016/j.jbusres.2011.12.014 open in new tab
  40. Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23, 344-361. doi:10.1108/09564231211248444 open in new tab
  41. Jöreskog, K. G., & Sörbom, D. (1984). LISREL VI: Analysis of linear structural relationships by maximum likelihood, instrumental variables, and least squares methods. Scientific Software. In R. Konarski (Ed.), Modele równań strukturalnych. Teoria i Praktyka. Warszawa: Wydawnictwo Naukowe PWN.
  42. Kang, K. (2013). Branding pays, the five-step system to reinvent your personal brand. Branding Pays Media. open in new tab
  43. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68. doi:10.1016/j. bushor.2009.09.003 open in new tab
  44. Karaduman, İ. (2013). The effect of social media on personal branding efforts of top level executives. Procedia-Social and Behavioral Sciences, 99, 465-473. doi:10.1016/j. sbspro.2013.10.515 open in new tab
  45. Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6, 29-40. open in new tab
  46. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480- 1486. doi:10.1016/j.jbusres.2011.10.014 open in new tab
  47. Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43, 195-206. doi:10.1111/1468-5884.00177 open in new tab
  48. Köhler, C. F., Rohm, A. J., de Ruyter, K., & Wetzels, M. (2011). Return on interactivity: The impact of online agents on newcomer adjustment. Journal of Marketing, 75, 93-108. doi:10.1509/jmkg.75.2.93 open in new tab
  49. Kotler, P., & Keller, K. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.
  50. Kucharska, W., & Dąbrowski, J. (2016). Tacit knowledge sharing and personal branding: How to derive innovation from project teams? In M. N. Eskelinen & I. Aalitio (Eds.), Proceedings of the11th European Conference on Innovation and Entrepreneurship ECIE 2016 (pp. 435-443). doi:10.13140/RG.2.2.25473.86885 open in new tab
  51. Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33, 948-962. doi:10.1016/j. ijinfomgt.2013.08.005 open in new tab
  52. Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25, 37-50. doi:10.1016/j.intmar.2010.09.002 open in new tab
  53. Lampel, J., & Bhalla, A. (2007). The role of status seeking in online communities: Giving the gift of experience. Journal of Computer-Mediated Communication, 12, 434-455. doi:10.1111/j.1083-6101.2007.00332.x open in new tab
  54. Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33, 76-82. doi:10.1016/j. ijinfomgt.2012.07.003 open in new tab
  55. Lee, J. W., & Cavanaugh, T. (2016). Building your brand: The integration of infographic resume as student self-analysis tools and self-branding resources. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 61-68. doi:10.1016/j.jhlste.2016.03.001 open in new tab
  56. Leuthesser, L., Kohli, C., & Suri, R. (2003). 2+ 2= 5? A framework for using co-branding to leverage a brand. Journal of Brand Management, 11, 35-47. doi:10.1057/palgrave. bm.2540146 open in new tab
  57. Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37, 117-124. open in new tab
  58. Luo, N., Zhang, M., Hu, M., & Wang, Y. (2016). How community interactions contribute to harmonious community relationships and customers' identification in online brand community. International Journal of Information Management, 36, 673-685. doi:10.1016/j. ijinfomgt.2016.04.016 open in new tab
  59. Maklan, S., Peppard, J., & Klaus, P. (2015). Show me the money. European Journal of Marketing, 49, 561-595. doi:10.1108/ EJM-08-2013-0411 open in new tab
  60. Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75, 35-52. doi:10.1509/jmkg.75.4.35 open in new tab
  61. Marín, L., & Ruiz de Maya, S. (2013). The role of affiliation, attractiveness and personal connection in consumer- company identification. European Journal of Marketing, 47, 655-673. doi:10.1108/03090561311297526 open in new tab
  62. Mazurek, G. (2014). Network value creation through marketing. Management and Business Administration. Central Europe, 22, 70-77. http://dx.doi.org/10.7206/mba.ce.2084-3356 open in new tab
  63. McCracken, G. D. (1990). Culture and consumption: New approaches to the symbolic character of consumer goods and activities. Bloomington, IN: Indiana University Press.
  64. McDonald, M., Smith, B., & Ward, K. (2006). Marketing due diligence: Reconnecting strategy to share price. Oxford: Butterworth-Heinemann. open in new tab
  65. McDonald, M., & Wilson, H. (2012). Marketing Plans. Warszawa: Wolters Kluwer business. http://dx.doi.org/10.1002/9781119205876 open in new tab
  66. McDonald, R. P., & Marsh, H. W. (1990). Choosing a multivariate model: Noncentrality and goodness of fit. Psychological Bulletin, 107, 247. doi:10.1037/0033-2909.107.2.247 open in new tab
  67. Merdin, E. (2011). Self-marketing for graduates and professionals as a strategic career management tool. The Business Review, 19, 104-109.
  68. Moore, K., & Reid, S. (2008). The birth of brand: 4000 years of branding. Business History, 50, 420. doi:10.1080/00076790802106299 open in new tab
  69. Mulaik, S. A. (1998). Parsimony and model evaluation. The Journal of Experimental Education, 66, 266-273. doi:10.1080/00220979809604411 open in new tab
  70. Muntinga, D. G., Smit, E., & Moorman, M. (2012). Social media DNA: How brand characteristics shape COBRAs. Advances in Advertising Research, 3, 121-135. http://dx.doi.org/10.1007/978-3-8349-4291-3 open in new tab
  71. Nolan, L. (2015). The impact of executive personal branding on non-profit perception and communications. Public Relations Review, 41, 288-292. doi:10.1016/j. pubrev.2014.11.001 open in new tab
  72. Orehek, E., & Human, L. J. (2017). Self-expression on social media: Do tweets present accurate and positive portraits of impulsivity, self-esteem, and attachment style? Personality and Social Psychology Bulletin, 43, 60-70. http://dx.doi.org/10.1177/0146167216675332 open in new tab
  73. Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 135-145. doi:10.2307/1251291 open in new tab
  74. Park, H., & Kim, Y. K. (2014). The role of social network websites in the consumer-brand relationship. Journal of Retailing and Consumer Services, 21, 460-467. doi:10.1016/j. jretconser.2014.03.011 open in new tab
  75. Peattie, K., & Belz, F. M. (2010). Sustainability marketing-An innovative conception of marketing. Marketing Review St. Gallen, 27, 8-15. doi:10.1007/s11621-010-0085-7 open in new tab
  76. Peters, T. (1997). The brand called you. Fast Company, 10, 83. Rein, I., Kotler, P., & Shields, B. R. (2007). The elusive fan: Reinventing sports in a crowded marketplace. New York, NY: McGraw Hill Professional.
  77. Robinson, J. P., Shaver, P. R., & Wrightsman, L. S. (1991). Criteria for scale selection and evaluation. In J. P. Robinson, P. R. Shaver, & L. S. Wrightsman (Eds.), Measures of personality and social psychological attitudes. San Diego, CA: Academic Press. open in new tab
  78. Schawbel, D. (2009). Me 2.0: Build a powerful brand to achieve career success. New York, NY: Kaplan Books.
  79. Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54, 402-407. doi:10.1016/j.paid.2012.10.009 open in new tab
  80. Shepherd, I. D. (2005). From cattle and coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21, 589-606. doi:10.1362/0267257054307381 open in new tab
  81. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand- related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26, 102-113. doi:10.1016/j.intmar.2012.01.002 open in new tab
  82. Solis, B. (2012). The end business as usual. Canada: Wiley and Sons.
  83. Statista. (2017). Most famous social network sites worldwide. Retrieved January 25, 2017, from https://www.statista. com/statistics/272014/ global-social-networks-ranked-by-number-of-users/
  84. Stokburger-Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology & Marketing, 27, 347-368. doi:10.1002/mar.20335 open in new tab
  85. Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29, 406-418. doi:10.1016/j. ijresmar.2012.06.001 open in new tab
  86. Steiger, J. H., & Lind, J. C. (1980). Statistically based tests for the number of common factors. Annual Meeting of the Psychometric Society, Iowa City, IA, 758, 424-453.
  87. Talwar, R., & Hancock, T. (2010). The shape of jobs to come. Possible new careers emerging from advances in science and technology. London: Fast Future. Retrieved January 25, 2017, from http://fastfuture.com/wp-content/ uploads/2010/01/FastFuture_Shapeofjobstocome_ FullReport1.pdf open in new tab
  88. Tapscott, D. (1999). Creating value in the network economy. Harvard Business Review Book Series.
  89. Toffler, A. (1981). The third wave. New York, NY: Bantam books.
  90. Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British Journal of Social Psychology, 25, 237-252. doi:10.1111/j.2044-8309.1986.tb00732.x open in new tab
  91. Vallas, S. P., & Cummins, E. R. (2015). Personal branding and identity norms in the popular business press: Enterprise culture in an age of precarity. Organization Studies, 36, 293-319. http://dx.doi.org/10.1177/0170840614563741 open in new tab
  92. Vitberg, A. K. (2009). Analog vs. digital personal branding-A new twist on personal marketing plans. CPA Practice Management Forum, 5, 10-13.
  93. Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23, 33-42. doi:10.1108/JPBM-06-2013-0326 open in new tab
  94. Wheaton, D. E. (1977). Assessing reliability and stability in panel models. Sociological methodology. San Francisco, CA: Jossey-Bass. open in new tab
  95. Wilson, R., & Gilligan, C. (2005). Strategic marketing management. Amsterdam: Elsevier.
  96. Wolter, J. S., Brach, S., Cronin, J. J., & Bonn, M. (2016). Symbolic drivers of consumer-brand identification and disidentification. Journal of Business Research, 69, 785- 793. doi:10.1016/j.jbusres.2015.07.011 open in new tab
Verified by:
Gdańsk University of Technology

seen 124 times

Recommended for you

Meta Tags