Elena Dowin Kennedy, Alisha Blakeney Horky and Ethan Kaufmann
The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This…
Abstract
Purpose
The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This paper specifically examines how SME community members leverage their horizontal and vertical ties to generate publicity, improve brand perceptions and drive traffic to themselves or community events.
Design/methodology/approach
This paper uses a qualitative approach, examining 1,025 Facebook posts from 27 members of an entrepreneurial community in the southeast USA to develop typologies of posting strategies, post purposes and post functions.
Findings
This paper finds that in the entrepreneurial community of interest, many members engage in cross-promotion via social media at various frequencies and with distinctive purposes. This paper identifies five distinct patterns of cross-promotion – quality signaling, traffic driving, community amplifying, hybrid cross-promotion and infrequent engagement. This paper also notes differences between cross-promotional strategies of vertical and horizontal partners.
Originality/value
This paper advances understanding of social media marketing and identifies key patterns of SME social media behavior. Although previous research has noted the importance of social media for SMEs, there has been little research regarding posting strategies being used by these firms. Further, to this point, there has not been a framework to understand how firms can use social media to cross-promote one another. This paper seeks to begin filling these gaps by providing a useful framework that can be used by SMEs in coordinating their social media posting strategies as well as by researchers studying SME cross-promotion.
Details
Keywords
Joel E. Collier, Daniel L. Sherrell, Emin Babakus and Alisha Blakeney Horky
The purpose of this paper is to explore the potential differences between types of self-service technology. Specifically, the paper explores how the dynamics of public and private…
Abstract
Purpose
The purpose of this paper is to explore the potential differences between types of self-service technology. Specifically, the paper explores how the dynamics of public and private self-service technology influence customers' decision to use the technology.
Design/methodology/approach
Existing customers of private and public self-service technology were surveyed from the same industry. Using structural equation modeling, the authors examine how relevant self-service constructs influence evaluations and attitudes of customers across both settings.
Findings
The analysis reveals that customers' control and convenience perceptions differ across public and private self-service technology. Additionally, customers placed a heavier emphasis on the hedonic or utilitarian evaluation of a service experience based on the type of self-service technology.
Practical implications
For managers of self-service applications, understanding the unique differences of public and private self-service technology can aid in the implementation and adoption of the technology. By properly understanding the differences of the self-service types, managers can provide a beneficial experience to the customer.
Originality/value
By identifying and describing two distinct categories of SSTs, this study allows managers and researchers to better understand how and why individuals choose to utilize individual self-service technologies. Through understanding the unique dynamics of a public and a private SST experience, retailers can determine the appropriate strategy for customer adoption based on the utilitarian or hedonic functions of the technology.
Details
Keywords
Mark J. Pelletier and Alisha Blakeney Horky
The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect…
Abstract
Purpose
The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like”. To this end, motivations behind liking a brand are explored, as well as the interactions that occur between the company and consumer as a result of this Facebook interaction. Next, we look at differing levels of interaction for liked product and service brands on Facebook. Specifically exploring if there are differences with how Facebook users engage with liked product and service brands.
Design/methodology/approach
The authors first engage in an exploratory, qualitative-based research to look at the motivations and consequences associated with liking product and service brands, using a sample of 160 Facebook users. Next, an ANOVA analysis is performed using an online sample of 264 respondents recruited from Amazon Mechanical Turk.
Findings
The qualitative analysis reveals differing motivations for liking brands on Facebook and suggests that generating Facebook Likes can indeed have positive, if unacknowledged, outcomes for the firm. Further, while there is no significant difference in perceptions of brand knowledge between product- and service-based brands, there is a significant difference in perceptions of brand connectedness between brand types, with consumers reporting a greater sense of connection to the service brands and higher levels of brand attitude and purchase intention for product-based brands. It is also shown that consumers have a greater intention of reading and liking posts from product-based brands.
Originality/value
This paper explores and attempts to move toward clarification of the gap that exists between “quality” versus “quantity” valuations of a Facebook Like.