Marketing communication model for social networks
Abstract
The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Republic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.
Keyword : communication model, engagement, Facebook, marketing communication, social networks, social media
How to Cite
Klepek, M., & Starzyczná, H. (2018). Marketing communication model for social networks. Journal of Business Economics and Management, 19(3), 500-520. https://doi.org/10.3846/jbem.2018.6582
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. https://doi.org/10.1108/JPBM-05-2013-0299
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Karimova, G. Z. (2011). Interactivity and advertising communication. Journal of Media and Communication Studies, 3(5), 160-169.
Karlíček, M. & Král, P. (2011). Marketingová komunikace. Praha: Grada.
Karlíček, M., Tomek, I., Hasprová, M., & Zamazalová, M. (2012). Social networking sites in the Czech Republic. Management & Marketing, 7(1), 15-28.
Kiesler, S. (1986). The hidden messages in computer networks. Harvard Business Review, 64, 46-54.
Kiesler, S., & Sproull, L. (1992). Group decision making and communication technology. Organizational Behavior and Human Decision Processes, 52(1), 96-123. https://doi.org/10.1016/0749-5978(92)90047-B
Kiesler, S., Siegel, J., & Mcguire, T. W. (1984). Social psychological aspects of computer-mediated communication. American Psychologist, 39(10), 1123-1134. https://doi.org/10.1037/0003-066X.39.10.1123
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
Kothari, C. R. (2004). Research methodology: methods and techniques (2nd ed.). New Delhi: New Age International Publishers.
Kotler, P. & Keller, K. L. (2012). A framework for marketing management (5th ed.). Harlow: Pearson.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
Leung, X. Y., & Bai, B. (2013). How motivation, opportunity, and ability impact travellers’ social media involvement and revisit intention. Journal of Travel & Tourism Marketing, 30(1-2), 58-77. https://doi.org/10.1080/10548408.2013.751211
Logan, K. (2014). Why isn’t everyone doing it? A comparison of antecedents to following brands on Twitter and Facebook. Journal of Interactive Advertising, 14(2), 60-72. https://doi.org/10.1080/15252019.2014.935536
Malhotra, N., & Birks, D. (2007). Marketing research: an applied orientation. Edinburgh: Prentice Hall.
McDonald, M. (2012). Market segmentation: how to do it and how to profit from it. Chichester: Wiley. https://doi.org/10.1002/9781119207863
Molnár, Z. (2011). Jak využít sociální sítě v podnikání. Systémová Integrace, 18(1), 134-154.
Montalvo, R. E. (2011). Social media management. International Journal of Management and Information Systems, 15(3), 91-96. https://doi.org/10.19030/ijmis.v15i3.4645
Moriarty, S. E., Mitchell, N., & Wells, W. D. (2011). Advertising & IMC: principles and practice (9th ed.). Boston: Prentice Hall.
NetMonitor. (2016). Trendy v návštěvnosti internetu. Praha: Sdružení pro internetový rozvoj. Retrieved from http://www.netmonitor.cz/sites/default/files/prilohy/IAC%202016%20-%20NetMonitor%20ro%C4%8Denka%202015.pdf
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Pereira, H. G., de Fátima Salgueiro, M., & Mateus, I. (2014). Say yes to Facebook and get your customers involved! Relationships in a world of social networks. Business Horizons, 57(6), 695-702. https://doi.org/10.1016/j.bushor.2014.07.001
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2010). Essentials of marketing: a marketing strategy planning approach. New York: McGraw-Hill.
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011. https://doi.org/10.1016/j.emj.2014.05.001
Shannon, C. E. (1948). A mathematical theory of communication. Bell System Technical Journal, 27(3), 379-423. https://doi.org/10.1002/j.1538-7305.1948.tb01338.x
Shih, C. (2010). Vydělávejte na facebooku. Brno: Computer Press.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Prentice Hall.
Steuer, J. S. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Tomek, I., Hasprová, M., Zamazalová, M., & Karlíček, M. (2012). Behaviour of the Czech internet heavy users in online social media environment. Intellectual Economics, 6(2), 189-196.
Ungerman, O., & Myslivcová, S. (2014). Model of communication usable for small and medium-sized companies for the consumer communication in social media. E+M Ekonomie a Management, 17(1). https://doi.org/10.15240/tul/001/2014-1-013
Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), 1522-1558. https://doi.org/10.1080/0267257X.2017.1410211
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Varey, R. J. (2002). Marketing communication: principles and practice. London: Psychology Press. https://doi.org/10.4324/9780203466919
Walther, J. B. (1996). Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction. Communication Research, 23(1), 3-43. https://doi.org/10.1177/009365096023001001
Winer, R. S. (2009). New communications approaches in marketing: issues and research directions. Journal of Interactive Marketing, 23(2), 108-117. https://doi.org/10.1016/j.intmar.2009.02.004
Alder, H. (2001). Mind to mind marketing: communicating with 21st-century customers. Kogan Page Publishers.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: evidence from European car Clubs. Journal of Marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
Bagozzi, R. P., & Dholakia U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45-61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787-803. https://doi.org/10.1108/OIR-03-2012-0054
Bright, L. F., Kleiser, S. B., & Grau, S. L. (2015). Too much Facebook? An exploratory examination of social media fatigue. Computers in Human Behavior, 44, 148-155. https://doi.org/10.1016/j.chb.2014.11.048
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20. https://doi.org/10.1002/dir.20082
Churchill, G. A. (1999). Marketing research: methodological foundations. Orlando: The Dryden Press.
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness, and structural design. Management Science, 32(5), 554-571. https://doi.org/10.1287/mnsc.32.5.554
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: social media use and corporate reputation. Tourism Management, 47, 58-67. https://doi.org/10.1016/j.tourman.2014.09.005
Doorn, J. van, Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599
Eger, L. & Egerová, D. (2014). Základy metodologie výzkumu pro studenty ekonomických oborů. Plzeň: ZČU.
Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272-299. https://doi.org/10.1037/1082-989X.4.3.272
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: a holistic framework. Journal of Business Research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001
Field, A. (2013). Discovering statistics using IBM SPSS statistics (4th revised ed.). Los Angeles: SAGE.
Finne, Å., & Grönroos, C. (2009). Rethinking marketing communication: from integrated marketing communication to relationship communication. Journal of Marketing Communications, 15(2-3), 179-195. https://doi.org/10.1080/13527260902757654
Foret, M. (2008). Marketingové komunikace. Brno: Computer Press.
Greve, G. (2014). The moderating effect of customer engagement on the brand image – brand loyalty relationship. Procedia – Social and Behavioral Sciences, 148, 203-210. https://doi.org/10.1016/j.sbspro.2014.07.035
Grönroos, C. (1994). Quo Vadis, marketing? Toward a relationship marketing paradigm. Journal of Marketing Management, 10(5), 347-360. https://doi.org/10.1080/0267257X.1994.9964283
Hardy, M. A., & Bryman A. (2004). Handbook of data analysis. London: Sage. https://doi.org/10.4135/9781848608184
Hiltz, S. R., Johnson, K., & Turoff, M. (1986). Experiments in group decision making communication process and outcome in face-to-face versus computerized conferences. Human Communication Research, 13(2), 225-252. https://doi.org/10.1111/j.1468-2958.1986.tb00104.x
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60(3), 50. https://doi.org/10.2307/1251841
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. https://doi.org/10.1108/JPBM-05-2013-0299
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Karimova, G. Z. (2011). Interactivity and advertising communication. Journal of Media and Communication Studies, 3(5), 160-169.
Karlíček, M. & Král, P. (2011). Marketingová komunikace. Praha: Grada.
Karlíček, M., Tomek, I., Hasprová, M., & Zamazalová, M. (2012). Social networking sites in the Czech Republic. Management & Marketing, 7(1), 15-28.
Kiesler, S. (1986). The hidden messages in computer networks. Harvard Business Review, 64, 46-54.
Kiesler, S., & Sproull, L. (1992). Group decision making and communication technology. Organizational Behavior and Human Decision Processes, 52(1), 96-123. https://doi.org/10.1016/0749-5978(92)90047-B
Kiesler, S., Siegel, J., & Mcguire, T. W. (1984). Social psychological aspects of computer-mediated communication. American Psychologist, 39(10), 1123-1134. https://doi.org/10.1037/0003-066X.39.10.1123
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
Kothari, C. R. (2004). Research methodology: methods and techniques (2nd ed.). New Delhi: New Age International Publishers.
Kotler, P. & Keller, K. L. (2012). A framework for marketing management (5th ed.). Harlow: Pearson.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
Leung, X. Y., & Bai, B. (2013). How motivation, opportunity, and ability impact travellers’ social media involvement and revisit intention. Journal of Travel & Tourism Marketing, 30(1-2), 58-77. https://doi.org/10.1080/10548408.2013.751211
Logan, K. (2014). Why isn’t everyone doing it? A comparison of antecedents to following brands on Twitter and Facebook. Journal of Interactive Advertising, 14(2), 60-72. https://doi.org/10.1080/15252019.2014.935536
Malhotra, N., & Birks, D. (2007). Marketing research: an applied orientation. Edinburgh: Prentice Hall.
McDonald, M. (2012). Market segmentation: how to do it and how to profit from it. Chichester: Wiley. https://doi.org/10.1002/9781119207863
Molnár, Z. (2011). Jak využít sociální sítě v podnikání. Systémová Integrace, 18(1), 134-154.
Montalvo, R. E. (2011). Social media management. International Journal of Management and Information Systems, 15(3), 91-96. https://doi.org/10.19030/ijmis.v15i3.4645
Moriarty, S. E., Mitchell, N., & Wells, W. D. (2011). Advertising & IMC: principles and practice (9th ed.). Boston: Prentice Hall.
NetMonitor. (2016). Trendy v návštěvnosti internetu. Praha: Sdružení pro internetový rozvoj. Retrieved from http://www.netmonitor.cz/sites/default/files/prilohy/IAC%202016%20-%20NetMonitor%20ro%C4%8Denka%202015.pdf
Pavlíček, A. (2010). Nová media a sociální sítě. Praha: Oeconomica.
Pereira, H. G., de Fátima Salgueiro, M., & Mateus, I. (2014). Say yes to Facebook and get your customers involved! Relationships in a world of social networks. Business Horizons, 57(6), 695-702. https://doi.org/10.1016/j.bushor.2014.07.001
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2010). Essentials of marketing: a marketing strategy planning approach. New York: McGraw-Hill.
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011. https://doi.org/10.1016/j.emj.2014.05.001
Shannon, C. E. (1948). A mathematical theory of communication. Bell System Technical Journal, 27(3), 379-423. https://doi.org/10.1002/j.1538-7305.1948.tb01338.x
Shih, C. (2010). Vydělávejte na facebooku. Brno: Computer Press.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Prentice Hall.
Steuer, J. S. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Tomek, I., Hasprová, M., Zamazalová, M., & Karlíček, M. (2012). Behaviour of the Czech internet heavy users in online social media environment. Intellectual Economics, 6(2), 189-196.
Ungerman, O., & Myslivcová, S. (2014). Model of communication usable for small and medium-sized companies for the consumer communication in social media. E+M Ekonomie a Management, 17(1). https://doi.org/10.15240/tul/001/2014-1-013
Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), 1522-1558. https://doi.org/10.1080/0267257X.2017.1410211
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Varey, R. J. (2002). Marketing communication: principles and practice. London: Psychology Press. https://doi.org/10.4324/9780203466919
Walther, J. B. (1996). Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction. Communication Research, 23(1), 3-43. https://doi.org/10.1177/009365096023001001
Winer, R. S. (2009). New communications approaches in marketing: issues and research directions. Journal of Interactive Marketing, 23(2), 108-117. https://doi.org/10.1016/j.intmar.2009.02.004