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Measuring Consumer Brand Engagement by Using Big Data: The Case of Mobile Phone Brands in Vietnam


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- Measuring Consumer Brand Engagement by Using Big Data:.
- b University of Economics – The University of Da Nang, 71 Ngu Hanh Son Street, Danang City, Vietnam.
- Consumer Brand Engagement (CBE) is getting great attention from the marketers because of its explanatory and predictive value.
- Keywords: Consumer Brand Engagement.
- big data.
- There are many studies of consumer engagement in social networking environments (e.g., Lorenzo-Romero et al., 2011;.
- Park et al., 2009, Shao, 2009.
- To fill in these research gaps, Ross et al.
- In addition, there is very few research on consumer engagement because of the limited methods of data collection.
- Recently, there are many tools in the world as well as in Vietnam, which have been launched to measure customer brand engagement using big data platform.
- This study aim, on the one hand, is to examine the feasibility of measuring consumer brand engagement by using big data mining tool in the context of web 2.0.
- On the other hand, this study finds the relationship between consumer brand engagement and several factors such as sales, market share and sales of each product line..
- Customer brand engagement derived from relationship marketing concept (Fournier, 1998).
- Although the notion of customer brand engagement is a new academic concept, there is the debate.
- According to McKinsey (2014), Gallup (2016), and PeopleMetrics (2008) consumer engagement would bring many practical benefits such as increasing revenue, brand loyalty, the number of purchase per buyer, and the purchase rate of value-added services and products.
- Therefore, consumer engagement has become a conspicuous issue for operators to preserve and enhance their competitiveness.
- IIic, (2011) have risen the greater interest in explaining and applying consumer brand engagement in the context of customer behavioral interplay and brand efficiency field..
- Consumer engagement is the action which involved in social network sites and therefore must be recorded by measuring customer behavior (e.g., likes, comments, shares) (ARF, 2006.
- Some scholars argued that the engagement must be the concept of the single attribute.
- Van Doorn et al..
- It can be argued that the behavior engagement is similar to the practitioner's perspective on engagement such as focusing on customer-to-customer interactions, blogging, or so on in interaction context (Verhoef et al., 2010).
- In this regard, customer brand engagement is described as a psychological state (Schaufeli &.
- 560) has indicated consumer brand engagement refers the level of consumer motivation, brand awareness, context- dependent cognitive status, forms, emotions, and behaviors that focus on specific brand interactions.
- Reitz (2012) argued that the notion of consumer brand engagement should include measurement of status categories and engagement behavior..
- Customer brand engagement is also based on motivation.
- Motivation is defined as “the internal factors that stimulate desire and energy in people to be continually interested and committed to making an effort to attain a goal” (Higgins &.
- (Guay et al., 2010).
- Von Krogh et al.
- (2012) has shown that consumer brand engagement would be a motivational process, formed by internal and external motives.
- Consumer Engagement and Social Media.
- Therefore, social media is not merely exchange, social media provides the various ways to reach customers, communicate with them, and measure their communication, or browsing and shopping (Hennig-Thurau et al., 2010).
- These choices related specifically to the management of customer brand relationship, using individuals’ knowledge to make marketing action planning (Hennig-Thurau et al., 2010).
- Take advantage of social media requires operators to understand why consumers are attracted and how social media affects users’ emotions and behaviors (Hennig-Thurau et al., 2010).
- The research measurement method in this study is created by using big data and knowledge from the behavioral perspective, which used to measure consumer engagement with mobile phone brands on the two leading websites of the mobile retail sales field in Vietnam (www.fptshop.com.vn and www.thegioididong.com)..
- The primary data is collected from using big data.
- of the consumer.
- The purpose of this study is to demonstrate the feasibility measurement of using big data as a platform to build consumer brand engagement in Vietnam, and more importantly to find the relationship between consumer engagement with mobile brands and market share, sales of each brand, sales of each product line..
- Frist, the primary data in this study is collected consumer brand engagement by using big data tool.
- The study aim is to find the relationship between the consumer brand engagement and sales, market share.
- Therefore, the researchers in this study compared the primary data with the secondary data.
- By comparing the consumer brand engagement data from using big data mining tools to sales and market share from the publications of companies and market research firms.
- This study examined the relationship.
- between consumer brand engagement and market share, consumer brand engagement and sales of different channels, and consumer brand engagement and sales of each product line..
- Consumer brand engagement and market share.
- As shown in Figure 1, consumer engagement with mobile phone brands collected from using big data and the market share of the brands is announced by GFK..
- Consumer engagement with mobile brands and market share.
- Consumer engagement and market share of the five best-selling mobile phone brands.
- This study pointed out that the market share of brands is quite similar to the level of consumer engagement with those brands.
- While the Samsung, OPPO, Sony, Asus brands get the high level of the consumer brand engagement.
- However, if this study only considered the smartphone line, the iPhone would vote on the list of the top three highest sales (Duong Le, 2017)..
- Consumer brand engagement and sales of different channels.
- As shown in Figure 2, this study pointed out that the level of consumer engagement with the OPPO brand at Thegioididong is far better than in FPTshop (36,496 comments at Thegioididong, 9,412 comments at FPTshop).
- Therefore, there is the relationship between sales and consumer engagement with the same brand in different channels..
- Consumer engagement with OPPO brands at www.thegioididong.com and www.fptshop.com.vn Source: This research, 2017 4.3.
- Consumer engagement and sales of each product line.
- Consumer Engagement and Top Selling Q1, 2017.
- As shown in Table 2, this study pointed out the relationship between consumer engagement and sales of each product line.
- Although this study had taken an initial step in measuring consumer brand engagement by using big data and provides some interesting findings.
- Third, the research measurement method by using big data hasn’t measured and analyzed the content of comment such as positive, negative content, or related to shape, design, price, color, feature, so on..
- Third, the research measurement method in this study only measures consumer brand engagement in the mobile retail industry.
- school, study choice), retail (e.g., consumer orientation), and fashion (e.g., fashion trends).
- From the successful research measurement method, which created by using big data in measuring the relationship of consumer engagement with mobile brands, demonstrating the feasibility of measuring consumer brand engagement on social media.
- In addition, the research measurement method by using big data is a useful tool in tracking branding as well as tracking competitors’ brands.
- By comparison the secondary data from the publications of companies and market research firms with the primary data from using big data, this study indicated that there is the relationship of consumer brand engagement and sales, market share, and sales of each product line.
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- (2014), “The role of consumer engagement behavior in value co-creation:.
- A service system perspective”, Journal of Service Research..
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- Journal of Consumer Research .
- (2012), “Consumer engagement: Exploring customer relationships beyond purchase”, The Journal of Marketing Theory and Practice .
- (2014), “A generalized scale for measuring consumer engagement”, Journal of Marketing Theory and Practice..
- Journal of Marketing .
- Schaufeli et al..
- Rich et al.
- Algesheimer et al..
- Patterson et al..
- Calder et al.
- Sprott et al.
- (2009) Brand engagement.
- Vivek et al.
- (2010) Consumer engagement.
- Kumar et al.
- Verhoef et al.
- Hollebeek (2011) Consumer Brand.
- Brodie et al.
- Intrinsic motivation Behavior Engagement Gummerus et al..
- engagement Experiment Similar with Van Doorn et al..
- Verleye et al.
- Wirtz et al.
- 223 Hollebeek et al..
- Consumer brand.
- Franzak et al.
- 2014) Brand engagement Concept Multi-attribute:.
- Wallace et al.
- De Villiers (2015) Consumer brand.
- Dwivedi (2015) Consumer brand.
- Dessart et al

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