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Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media

Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media

Inna P. Piven, Michael Breazeale
Copyright: © 2017 |Pages: 31
ISBN13: 9781522505594|ISBN10: 1522505598|EISBN13: 9781522505600
DOI: 10.4018/978-1-5225-0559-4.ch016
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MLA

Piven, Inna P., and Michael Breazeale. "Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media." Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity, edited by Vladlena Benson, et al., IGI Global, 2017, pp. 283-313. https://doi.org/10.4018/978-1-5225-0559-4.ch016

APA

Piven, I. P. & Breazeale, M. (2017). Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media. In V. Benson, R. Tuninga, & G. Saridakis (Eds.), Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity (pp. 283-313). IGI Global. https://doi.org/10.4018/978-1-5225-0559-4.ch016

Chicago

Piven, Inna P., and Michael Breazeale. "Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media." In Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity, edited by Vladlena Benson, Ronald Tuninga, and George Saridakis, 283-313. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0559-4.ch016

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Abstract

Since 2004 when Myspace was converted from a file storage service to a social networking site, social media has become an integral part of people's everyday experiences. Social media has also come to play an influential role in business. The purpose of this chapter is to introduce the Five-Sources Model of Brand Value that illustrates the importance of functional, emotional, self-oriented, social, and relational brand consumption experiences helping different organisations get a clear sense of where they can add value to their marketing communication strategies on social media. The model is consumer-centered and is grounded in consumers' experiences collected through interviews and Facebook focus group. This chapter is based on an on-going project that first started as a Masters research in 2011. It has continued with conferences and academic papers, in conjunction with consulting and lecturing on social media applications in New Zealand business and education context.

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