A Conceptual Framework for Determining Brand Attitude and Brand Equity through Text Analytics of Social Media Behavior

A Conceptual Framework for Determining Brand Attitude and Brand Equity through Text Analytics of Social Media Behavior

Sonali Bhattacharya (Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, India), Vinita Sinha (Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, India), Kaushik Chaudhuri (School of Management and Entrepreneurship, Shiv Nadar University, India) and Pratima Sheorey (Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, India)
Copyright: © 2015 |Pages: 13
DOI: 10.4018/978-1-4666-5888-2.ch132
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Introduction

Kaplan and Haenlein (2010) defined social media as having three components, namely, concept (art, information, or meme); media (physical, electronic, or verbal); and social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print). In this paper, we have attempted to develop conceptual frameworks to establish relationship between brand personality and; functional and need motivations as depicted from social media behavior. These frameworks can be used to predict brand attitude and brand equity. We have also tried to establish the link between brand personality and individual users’ personality as measured through social media behavior. How individual and brand personality is linked with corporate brand value and brand attitude has been analysed too.

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Background

Park et al. (2011) studied who among health organizations used Facebook to promote health issues, what interactive features were being used, which social media channels were used in conjunction with Facebook, and how health organizations used Facebook's branding/advertising techniques to manage their self-presentation and social presence online. Non-profit health organizations do not take full advantage of interactive features or other social media channels. Government agencies and schools/universities exhibit the broadest use of interactive features; health care institutions appear more devoted to integrating social media channels with Facebook than the other types of organizations. The Methodist Hospital system was found to be using social media since 2009 to promote and counsel about their public health programs to customers all over the world.

Based on automobile-model data from several leading online consumer reviews that were collected from 2001 to 2008, Chen et al. (2011) established that there are significant differences between the early and mature stages of Internet usage in terms of number of postings and consumer ratings in the relationship of marketing variables, such as price, quality, sales and consumer online-posting behavior. In the early stage of consumer Internet usage, price is negatively correlated with the propensity to post a review. As consumer Internet usage becomes prevalent, however, the relationship between price and the number of online consumer reviews takes a U-shape. Correlation between price and overall rating becomes less significant in the later period.

Social media can potentially be used in health organization and insurance agencies for promoting and advertising. Xiang and Gretzel (2010) studied traveler’s use of search engine for travel planning by using a set of pre-defined keywords in combination with nine U.S. tourist destination names and found that social media form substantial part of online tourism in terms of trip planning with the help of search engines.

Kaplan and Haenlien (2011) are of the view that marketing communication through social media can be made most effective through active engagement of the ‘marketing havens’ that have good knowledge of the market and are willing to proactively disseminate the same to other customers, ‘social hubs’ who have high social connections and sales persons.

Murdough (2009) defined a frame work of measuring social media: Concept, Design, Deployment and Optimization. Concept phase comprise defining of objectives, key performance indicators and performance benchmarks with the intention of developing customer relationship, learning from customers and assessing and mobilizing purchase intention. Next step is to understand the quality and quantity of information and sentiment generated in the discussion and whether it is converted into purchase decision outcome. A combination of ‘enterprise resource tool’, ‘application programming interface’, ‘text mining tool’ and ‘site analytics tool’ help in measuring the brand performance in social media

Key Terms in this Chapter

Customer Relationship: An association that exists between customers that allows you to share agreements and bill-to and ship-to addresses.

Brand Attitude: Opinion of consumers toward a product determined through market research

Motivation: The process used to allocate energy to maximize the satisfaction of needs.

Personality: The combination of characteristics or qualities that form an individual's distinctive character.

Brand Equity: The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

Brand Personality: An expression of the fundamental core values and characteristics of a brand, described and experienced as human personality traits, eg friendly, intelligent, innovative etc.

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