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This suggests that engagement driven by the influencer, rather than the product itself, may be less effective in driving sales theory of media use which has been applied to multiple fiel

BỘ GIÁO DỤC VÀ ĐÀO TẠO ĐẠI HỌC UEH – TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING

MÔN MARKETING RESEARCH

NHÓM 11

Giảng viên: Hồ Xuân Hướng

Mã lớp học phần: 24D1MAR50301713

Hồ Chí Minh, ngày tháng năm 2024

A Review of Related Research Literature:

Name of the study Empirical

Setting Theory/Model/Hypotheses Conceptualization of XXX + Measurement

of XXX

Original Model Empirical results: XXX with

antecedents or outcomes; moderators and mediators 

1 Adrian

Waltenrath,

Christoph

Brenner, and

Oliver Hinz Some

Interactions Are

More Equal

Than Others:

The Effect of

Influencer

Endorsements in

Social Media

Brand Posts on

Engagement and

Online Store

Performance

conduct an empirical analysis based

on real Facebook posts published over 1.5 years conduct a randomized online experiment (N

= 305) that mimics the field study

H1: Social media brand posts that include influencer endorsements are associated with higher online store performance compared with similar

unendorsed social media brand posts H2:

Engagement that is associated with endorsements translates to online store performance

to a lesser extent

influencers are paid to create and disseminate content that promotes products or brands, they typically maintain highly personal, close parasocial relationships with their audience In addition, marketers use influencers as endorsers within their own, brand-owned content

Influencer endorsements, while increasing

engagement, can negatively impact online store performance This suggests that engagement driven by the influencer, rather than the product itself, may be less effective in driving sales

2 Hamidreza

Shahbaznezhad,

Rebecca Dolan,

and Mona

Rashidirad The

1,038 social media posts and 1,336,741 and 95,996 fan likes and comments,

H1a High media richness (video format) positively stimulates

Media Richness Theory

is a widely known theory of media use which has been applied

to multiple fields

the effectiveness of social media content on users’ engagement is moderated

by content context

Role of Social

Media Content

Format and

Platform in

Users’

Engagement

Behavior

respectively based on Facebook and Instagram

active engagement behavior H1b Low media richness (photo format) positively stimulates passive engagement behavior H2 Social media engagement behavior varies depending on the social media platform  H3 The relationship between the presence of rational social media content and social media engagement behavior is moderated by the (a) format and (b) platform of the content H4 The

relationship between the presence of emotional social media content and social media engagement behavior is moderated by the (a) format and (b) platform of the content H5 The

relationship between the presence of transactional social media and social media

engagement behavior is moderated by the (a) format and (b)

platform of the content

3 Adrian

Waltenrath,

Christoph

Brenner, and

Oliver Hinz:

Being Active in

Online

Communications:

Firm

Responsiveness

and Customer

Engagement

Behaviour

a large-scale field dataset of hotel reviews and managerial responses

H 1 The volume of online managerial responses is positively associated with the future volume of customer reviews

H 2 The speed

of responding

is positively associated with the future volume of customer reviews

H 3 The length of online managerial response is positively associated with the future volume of customer reviews

H 4 The effects of responsiveness (response volume, speed and length) on future review volume is positively moderated by hotel

characteristics (star, rating, chain)

A conceptual framework is proposed

to depict the determinants of customer engagement behaviour It is argued that business

responsiveness (measured by response volume, speed and length), online popularity (i.e., the number of reviewers), and hotel

characteristics that may affect service quality and customer

satisfaction (e.g., star class, customer rating, chain brand, size, and age) are related to future review volume (i.e., the number of review posts in a future period)

A business being responsive and active on the social media can facilitate interactions between customers and firms, which can attract, encourage and stimulate online users, especially potential reviewers, to engage in online reviewing and communications

Strategic participation in online communications can potentially create leading influence and draw wider attention, which makes it an effective tool to enhance online popularity and social influence

4 Jieun Shin, Seth

C Lewis,

Soojong Kim,

and Kjerstin

Thorson: Does

high-quality

news attract

engagement on

social media?

Mediatization,

media logic, and

the contrasting

values that

shape news

sharing, liking,

and

commenting on

Facebook

survey participants’

evaluations of the news content, recruiting both consumers (n = 5816) and journalists (n = 742) Each news post’s engagement metrics were extracted from Facebook

H1: Normative news values positively predict users’

news engagement

on social media

H2: Social media values positively predict users’

news engagement

on social media

Building on the literature on media logic and market logic

- the laypeople’s assessments of news values are overall positively aligned with those of journalists;

- accuracy was not a significant predictor of news sharing, on the contrary, the perceived popularity of news was a significant predictor of shares, likes, and comments in all models, whether we used the laypeople’s or the journalists’ data

=> the last result confirms that social media logic governs news engagement on social media

5 Todd Pezzuti,

James M

Leonhardt, and

Caleb Warren

Certainty in

Language

Increases

Consumer

Engagement on

Social Media

Research brand messages posted to Facebook, Twitter from UnMetric (unmetric.com),

a social media analytics service provider The sample included messages that were posted to Facebook, the number of likes, comments, and shares

associated with each message

The messages

in the sample came from 18 brands that represent a variety of industries (included in the sample were Adidas, Amazon, AT&T, Bank of America…)

H1: Brand messages that express higher levels of certainty on social media engage consumers more than messages that express lower levels of certainty

H2: Tests whether the positive effect

of expressing certainty on consumer engagement, observed in the previous study, extends

to another social media platform, Twitter

H3: Testing whether consumers who have higher power distance beliefs engage more with brand messages using words that express certainty because these consumers are more likely to engage with brands that they believe are powerful H2: Platform features, assumptions about the

Facebook account the day the message was posted, and a

continuous measure of the sentiment expressed

in the post which was determined by the LIWC

program Creating dummy variables indicating the brand that made the post and whether the post mentioned another brand

Participants in the high certainty condition indicated higher levels of engagement than

participants in the low certainty condition Certainty exerted a positive effect on perceptions of brand power and perceptions of brand power had a positive effect on engagement, thus resulting in a positive indirect effect of expressing certainty on engagement

The indirect effect of certainty on engagement was stronger among participants who endorsed higher levels of power

6 Zheng Shen

Platform or

Content Strategy?

Exploring

Engagement With

Brand Posts on

Different Social

Media Platforms

9,330 brand posts from 10 brands

H1.Drivers for Customer and Brand

Engagement H2.Customer and Brand Engagement

on Different Platforms

Understanding customer and brand engagement is crucial for effective brand marketing It involves a tangible interaction between customers and the brand, fostering behavioral affinity

Engagement can be measured through indicators like likes and comments on brand posts

each brand, engagement with brand posts can be improved by choosing an appropriate platform strategy, instead of using

a different content strategy across platforms

7 Anniek W

Eigenraam, Jiska

Eelen, and Peeter

W.J Verlegh Let

Me Entertain

You? The

Importance of

Authenticity in

Online Customer

Engagement

four experiments and one field study, generalizing across different online media platforms (i.e., Instagram, Facebook, brand website), products and services (i.e., shoes, groceries, and recipe

deliveries), and samples (i.e., Mturk, Prolific, students)

H1 The effect

of initiative character on perceived authenticity is moderated by brand

perception:

Entertaining initiatives are perceived as more authentic for warm brands than for competent brands, whereas informative initiatives are perceived as equally authentic for

-The range of customer engagement initiatives that brands can launch

is extensive and ever evolving due to the creative use of technological advancements -Entertaining initiatives are focused on creating emotional and hedonic experiences,

informative initatives are aimed at informing the consumer,

providing utititarian value

This study analyzes how the perceived authenticity

of online customer engagement initiatives for warm and competent brands influenced consumer responses to the brand, the initiative, and ongoing customer engagement

warm and competent brands H2 There is a moderated mediation effect: An entertaining (vs

informative) initiative increases positive consumer responses towards the brand (i.e., evaluation of the initiative, brand

evaluation, ongoing customer

8 Meng Tao, Faizan

Alamhttps, Eva

Lahuerta-Otero,

and Chen

Mengyuan Get

Ready to Buy

With Me: The

Effect of Social

Presence

Interaction and

Social Commerce

Intention on

S-commerce Live

Streaming

It employs an online

questionnaire distributed via platforms like XiaoHongShu, Momo,

WeChat, Dui Yuan, and TikTok

H1: Features

of live streamers are positively associated with social commerce intention

H2a: Social commerce intention is positively associated with virtual friendship

H2b: Social commerce intention is positively associated with emotional engagement

H2c: Social commerce intention is positively

Features of live streamers were measured on three dimensions: expertise, attractiveness and humor Social commerce intentions, virtual friendship (Wulf

et al., 2020), emotional engagement, platform attachment, the social presence of interaction , and online purchase intention 

A social commerce (s-commerce) strategy is a fundamental approach to building customer relationships and enhancing purchase intentions through the characteristics of live streamers, creating online relationships, and

increasing user engagement on social commerce platforms This can foster an engaging environment and boost the credibility

of endorsed products, encouraging purchasing intentions

associated with platform attachment H3: Virtual friendship is positively associated with online purchasing intention H4: Emotional engagement is positively associated with online purchasing intention H5: Platform attachment is positively associated with online purchasing intention H6a: Social presence interaction moderates the relationship between virtual

friendship and online

purchasing intention H6b: Social presence interaction moderates the relationship between emotional engagement and online purchasing intention H6c: Social presence interaction moderates the

relationship between platform attachment and online purchasing intention

H7a: Social commerce intention mediates the relationship between live streamers and virtual

friendship

H7b: Social commerce intention mediates the relationship between live streamers and emotional engagement

H7c: Social commerce intention mediates the relationship between live streamers and platform attachment

9 Steven Holiday,

Jameson L Hayes,

Haseon Park,

Yuanwei Lyu, and

Yang Zhou A

Multimodal

Emotion

Perspective on

Social Media

Influencer

Marketing: The

Effectiveness of

Influencer

Emotions,

Network Size, and

facial expression analysis and computational text analysis from 402 Instagram posts made by micro-, macro-, and mega-influencers rated among Feedspot’s top 50

.H1: Facial emotion expression by SMIs

positively influences consumer engagement. 

H2: Textual emotion expression in SMI posts has

a positive influence on consumer

"communicators’ facial expressions influence the moods of the recipients of their communication,mediate judgments of the communicator’s warmth, friendliness, agreeableness, and sociability, among other characteristics in audiences’ first

impressions and influence viewers’

desire for subsequent

First, facial emotion expressiveness by SMIs drives

consumer engagement, whereas textual emotion expressiveness

has little impact Next, negative facial emotion expressiveness

significantly influences consumer engagement behaviors, not

positive emotion Third, branding fundamentally changes emotion’s

Branding on

Consumer Brand

Engagement

Using Facial

Expression and

Linguistic

Analysis

“InstaMom”

influencers in

2021

engagement. 

H3: Textual emotion content moderates the positive influence of facial emotion

on consumer engagement such that emotion expression has

a stronger influence when higher levels of textual emotion accompany either higher

or lower levels

of facial emotion, whereas lower levels of textual emotion will not

meaningfully enhance the existing relationship between facial emotion and consumer engagement at lower levels and higher levels of facial emotion H4:

Influencer follower count moderates the relationship between overall (a) facial and (b) textual emotional

affiliation with the communicator.  impact Unbranded posts can generate engagement

by using emotion across influencer types