Social media enables companies to promote their brands and products on online social platforms. Companies can create brand pages on social networking sites to develop consumer–brand relationships. There is a little research on the understanding of social media communication and how it can be used to engage the consumers especially by the dairy industry. The relationship between the consumer and the brand relationships through social media platforms needs to be investigated to understand dairy products brand efforts and to shed light to the structure of the data available, the design and delivery of social media content in the dairy industry.
This paper tries to guide further academic investigation on the topics of social media and especially the consumer engagement in the dairy industry using social media data available through Facebook. The paper will add to the knowledge in social media and engagement by identifying the main communication strategies used by dairy brands on Facebook, with engagement rates and patterns which can be used by both practitioners and academics. The research will also help determine the future research areas in the field.
Bergen, M. (2014), “Ad age survey: how advertisers are spending on Facebook, Twitter and YouTube”, Ad Age, available at: http://adage.com/article/digital/ad-age-reader-survey-twitter-facebook-youtube/293923/2014
Bijmolt, T.H., Leeflang, P.S., Block, F., Eisenbeiss, M., Hardie, B.G., Lemmens, A. and Saffert, P. (2010), “Analytics for customer engagement”, Journal of Service Research, Vol. 13 No. 3, pp. 341-356.
Brodie, R.J., Hollebeek, L., Juri?, B. and Ili?, A. (2011), “Customer engagement conceptual domain, fundamental propositions, and implications for research”, Journal of Service Research, Vol. 14 No. 3, pp. 252-271.
Calder, B.J., Malthouse, E.C. and Schaedel, U. (2009), “An experimental study of the relationship between online engagement and advertising effectiveness”, Journal of Interactive Marketing, Vol. 23 No. 4, pp. 321-331
Chu, S.C. and Kim, Y. (2011), “Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites”, International Journal of Advertising, Vol. 30 No. 1, pp. 47-75.
Cvijikj, I.P. and Michahelles, F. (2013), “Online engagement factors on Facebook brand pages”, Social Network Analysis and Mining, Vol. 3, pp. 843-861.
Dessart, L., Morgan-Thomas, A. and Veloutsou, C. (2016), “what drives anti-brand community behaviours: an examination of online hate of technology brands”, Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, Springer, New York, NY.
Dolan, R., Conduit, J. and Fahy, J. (2016), “social media engagement: a construct of positively and negatively valenced engagement behaviours”, in Brodie, R.J., Hollebeek, L. and Conduit, J. (Eds), Customer Engagement: Contemporary Issues and Challenges, Routledge, New York, NY.
Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2015), “Social media engagement behaviour: a uses and gratifications perspective”, Journal of Strategic Marketing, Vol. 13 No. 4, pp. 1-17.
Fiore, M., Vrontis, D., Silvestri, R. and Contò, F. (2016), “Social media and societal marketing: a path for a better wine?”, Journal of Promotion Management, Vol. 22 No. 2, pp. 268-279.
Gjoka, M., Sirivianos, M., Markopoulou, A. and Yang, X. (2008), “Poking Facebook: characterization of osn applications”, Proceedings of the First Workshop on Online Social Networks, ACM, pp. 31-36.
Golder, S.A., Wilkinson, D.M. and Huberman, B.A. (2007), “Rhythms of social interaction: messaging within a massive online network”, Communities and Technologies, Springer, New York, NY.
Hargittai, E. (2007), “Whose space? Differences among users and non-users of social network sites”, Journal of Computer-Mediated Communication, Vol. 13 No. 1, pp. 276-297.
Harris, L., Russell-Bennett, R., Plé, L. and Chumpitaz Cáceres, R. (2010), “Not always co-creation: introducing interactional co-destruction of value in service-dominant logic”, Journal of Services Marketing, Vol. 24 No. 6, pp. 430-437.
Hsu, C.L. and Lin, J.C.C. (2008), “Acceptance of blog usage: the roles of technology acceptance, social influence and knowledge sharing motivation”, Information & Management, Vol. 45 No. 1, pp. 65-74.
Joinson, A.N. (2008), “Looking at, looking up or keeping up with people?: motives and use of facebook”, Proceeding of the Twenty-Sixth Annual SIGCHI Conference on Human Factors in Computing Systems, ACM, Florence.
Mangold, W.G. and Faulds, D.J. (2009), “Social media: the new hybrid element of the promotion mix”, Business Horizons, Vol. 52 No. 4, pp. 357-365.
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. and Zhang, M. (2013), “Managing customer relationships in the social media era: introducing the social CRM house”, Journal of Interactive Marketing, Vol. 27 No. 4, pp. 270-280.
Muntinga, D.G., Moorman, M. and Smit, E.G. (2011), “Introducing COBRAs”, International Journal of Advertising, Vol. 30 No. 1, pp. 13-46.
Nelson-Field, K. and Taylor, J. (2012), “Facebook fans: a fan for life?”, Admap: Warc.
Neuendorf, K.A. (2002), The Content Analysis Guidebook, Sage Publica
In-Text Citation: (Dincer & Dincer, 2018)
To Cite this Article: Dincer, C., & Dincer, B. (2018). Brand Relations in Social Media: A Research on Turkish Dairy Sector. International Journal of Academic Research in Business and Social Sciences, 8(12), 1144–1152.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
