To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship
Электронный научный архив УРФУ
Информация об архиве | Просмотр оригинала| Поле | Значение | |
| Заглавие |
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship
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| Автор |
Bargoni, A.
Ballerini, J. Vrontis, D. Ferraris, A. |
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| Тематика |
BRAND AUTHENTICITY
BRAND MANAGEMENT CONSUMER ENGAGEMENT DIGITAL FAMILY FIRMS SOCIAL MEDIA |
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| Описание |
Purpose: This paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer engagement in the context of social media. This study answers to the need of scholars to understand consumer behaviour towards family and non-family firms’ brand authenticity constructs and for practitioners to find the correct levers to increase consumer engagement. Design/methodology/approach: Top 10 European family firms with a retrievable Facebook (FB) page from the Global Family Business Index have been selected. Then, the study analysed family firms’ social media consumer engagement versus their non-family business direct competitors on a sample of 21.664 FB posts over a four-year period, leveraging multi-group analysis. Findings: The results outline that three out of six brand authenticity dimensions posted on FB are statistically arousing more interactions respect to non-authenticity-related contents when posted by family firms. However, there are no statistically significant findings when brand authenticity content is posted by the non-family competitors. Practical implications: This research is helpful for practitioners and entrepreneurs who might want to strengthen their social media brand strategies. With this regard, the study provides insights on which elements of brand authenticity are perceived by consumers as more engaging and which levers to use when communicating the familiness of the company. Originality/value: To the best of authors’ knowledge, this is one of the earliest studies crosscutting the family business and brand authenticity literature streams to conduct an empirical analysis based on official FB data with a data set of over 20,000 observations. Moreover, this study assesses that not every dimension of the brand authenticity construct is relevant in the context of social media and that its effectiveness depends on the firms’ familiness. © 2022, Augusto Bargoni, Jacopo Ballerini, Demetris Vrontis and Alberto Ferraris.
The paper is an output of the project NFP313011BWN6 “The implementation framework and business model of the Internet of Things, Industry 4.0 and smart transport”. |
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| Дата |
2024-04-05T16:19:14Z
2024-04-05T16:19:14Z 2023 |
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| Тип |
Article
Journal article (info:eu-repo/semantics/article) |info:eu-repo/semantics/publishedVersion |
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| Идентификатор |
Bargoni, A, Ballerini, J, Vrontis, D & Ferraris, A 2023, 'To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship', Journal of Product & Brand Management, Том. 32, № 5, стр. 713-736. https://doi.org/10.1108/JPBM-11-2021-3722
Bargoni, A., Ballerini, J., Vrontis, D., & Ferraris, A. (2023). To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship. Journal of Product & Brand Management, 32(5), 713-736. https://doi.org/10.1108/JPBM-11-2021-3722 1061-0421 Final All Open Access, Hybrid Gold, Green https://www.scopus.com/inward/record.uri?eid=2-s2.0-85144077993&doi=10.1108%2fJPBM-11-2021-3722&partnerID=40&md5=5b1e9683f5a5979ca19b64043d1c49ed https://www.emerald.com/insight/content/doi/10.1108/JPBM-11-2021-3722/full/pdf?title=to-be-family-or-not-to-be-family-the-familiness-effect-over-brand-authenticity-posts-on-social-media-and-consumer-engagement-relationship http://elar.urfu.ru/handle/10995/130381 10.1108/JPBM-11-2021-3722 85144077993 000895787100001 |
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| Язык |
en
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| Права |
Open access (info:eu-repo/semantics/openAccess)
cc-by https://creativecommons.org/licenses/by/4.0/ |
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| Формат |
application/pdf
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| Издатель |
Emerald Publishing
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| Источник |
Journal of Product & Brand Management
Journal of Product and Brand Management |
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