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Reflection on directions of social media research and
business performance
British Academy Grant n. NMGR2\100034
Prof: Marcos Severo
Outline
Reflections and directions of social media research and business performance
• Social media importance to business and marketing landscape
• Topics, focus of studies and main conclusions on social media research
• Consumer engagement on social media
• Why and how we are studying consumer engagement in Brazil
The social media incredible trend
Reflections and directions of social media research and business performance
Number of social media users worldwide from 2010 to 2021 (in billions)
Statista (2018)
Social media sites or apps used by children in the UK (2017)
Reflections and directions of social media research and business performance
Statista (2018)
What is social media doing to the business landscape?
• Social media are continuously and fundamentally changing the way wecommunicate, collaborate, consume, and create
• They have revolutionized the ways organizations relate to the marketplace andsociety, creating a new world of possibilities and challenges for all aspects of theenterprise, from marketing to finance
• Social media have disrupted entire industries and redefined others and what weare witnessing has barely scratched the surface of what is coming and what ispossible
• Within organizations social media have the potential to transform the exchange ofknowledge and expertise and to accelerate innovation and the development ofnew products
Reflections and directions of social media research and business performance
Aral et al. (2013)
What is social media doing to the marketing landscape?
• Social media must be considered a new and hybrid element of the promotion mixbecause in a traditional sense, it enables companies to talk to their customers, while in a non-traditional sense it enables customers to talk directly to one another
• Hence, the content, timing, and frequency of the social media-based conversationsoccurring between consumers are outside managers’ direct control
• This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present
• Therefore, managers must learn to shape consumer discussions in a manner that isconsistent with the organization’s mission and performance goals. They include providing consumers with networking platforms and using social media tools
Reflections and directions of social media research and business performance
Mangold and Faulds (2013)
Diagramatic representation of social media & marketing landscape
Reflections and directions of social media research and business performance
Kannan and Li (2017)
Digital Technologies, such as social media, are influencing marketing environment, researchand marketing outcomes(performance)
What are the primary topics in social media research?
Combining keywords(given by editors andauthors) of 160 articlespublished in the fivepremier marketing journals that weretheoretical and/orsubstantive (2000-2015)
Lamberton & Stephen (2016)
What isdrawingattention now?
What may drawin the future?
What is research on social media and business is providing us?
Alves et al. (2016)
Firm/Organization Consumer
1. Degree of use
2. Optimization, measurement and impact
3. Abusive, unethical use
1. Increased consumption
2. Use, search and share of information
3. Attitude toward the brand
4. Influence among consumers
Focus of previousstudies
Subjects usuallyanalyzed
What is research on social media and business is providing us?
Reflections and directions of social media research and business performance
Alves et al. (2016)
What is research on social media and business is providing us?
Reflections and directions of social media research and business performance
Alves et al. (2016)
Barger et al. (2016)
Studying consumer engagement
Why and how we are studying consumer engagement in Brazil
Consumer brands are trying to engage on social networks
Study #1 – “Engage and attract me, then I´ll share you”: an analysis of the impact ofpost category on viral marketing in a social networking site
Review of Business Management (2016)
Why and how we are studying consumer engagement in Brazil
Framework – Study #1
Why and how we are studying consumer engagement in Brazil
Influentials are establishing new forms for brands to communicate with their target
Reflections and directions of social media research and business performance
Why and how we are studying consumer engagement in Brazil
Study #2 – Who leads your opinion? Opinion leaders’ influence on virtual engagement
Revista de Administração Contemporânea (2018)
Reflections and directions of social media research and business performance
Why and how we are studying consumer engagement in Brazil
Reflections and directions of social media research and business performance
Framework – Study #2
Why and how we are studying consumer engagement in Brazil
Small firms want to use social media and understand how to relate them to marketing performance
Reflections and directions of social media research and business performance
Why and how we are studying consumer engagement in Brazil
Study #3 – Sales and social media performance in small retailing
Under review – Journal of Retailing & Consumer Services
Reflections and directions of social media research and business performance
Why and how we are studying consumer engagement in Brazil
Study #3 – Sales and social media performance in small retailing
Reflections and directions of social media research and business performance
Why and how we are studying consumer engagement in Brazil
THANK YOU! (OBRIGADO)
Marcos Severo –The basics and fundamentals of panel data
QUESTIONS?