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Article
Publication date: 12 June 2019

Katharine Jones and Mark Glynn

This paper aims to investigate how social media usage by children determines their interactions with consumer brands. The paper also examines the nature of the processes evident.

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Abstract

Purpose

This paper aims to investigate how social media usage by children determines their interactions with consumer brands. The paper also examines the nature of the processes evident.

Design/methodology/approach

A qualitative approach was implemented using both paired and single in-depth interviews of New Zealand children (both boys and girls) in the age group of 11-14 years. The data were analysed by thematic analysis of the interview transcripts.

Findings

The study demonstrates that children use three main processes – discerning, reacting and forming – when interacting with brands on social media. Each of these processes has different levels of interaction episodes depending on the amount of social media activity by each child. Discerning has noticing, a lower level of interaction and identifying which uses already internalised brand knowledge. Reacting consists of describing and evaluation which involves more active interaction resulting in opinion formation. Forming can involve a distant “watching” interaction or a more active relating behaviour when children are using multiple social media platforms.

Research limitations/implications

The study identifies three key modes of brand interaction behaviour when young consumers use social media, which each have two interactions. The implication for marketers, parents and policymakers is that there is a range of behaviours, both passive and active, that children show when interacting with consumer brands when using social media.

Practical implications

The current study offers a way to deepen the understanding of how children approach online communications with brands in the social media context. The research finds that the children’s use of social media is more active and dynamic than previously thought, giving rise to connections with brands that are meaningful to the children. Specific codes of practice for online brand marketers may be necessary so that children are helped to understand the commercial intent of brand practices on social media.

Social implications

The findings shed light on the range of interaction behaviour of young consumers, and such information provides insights into how children acquire brand knowledge, react to social media communication and decide the value of such communication for themselves. Brand marketers have a role to play in ensuring their brand communications practices avoid deception and clearly indicate commercial intent.

Originality/value

Investigating how children individually process brand information in a social media context provides insights into their interaction behaviour. These findings show differing levels of interest in both brand and social media activity amongst children.

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Book part
Publication date: 16 April 2012

Mark S. Glynn is an Associate Professor of Marketing at the Business and Law Faculty, AUT University, Auckland, New Zealand. He obtained his PhD in marketing from the University…

Abstract

Mark S. Glynn is an Associate Professor of Marketing at the Business and Law Faculty, AUT University, Auckland, New Zealand. He obtained his PhD in marketing from the University of Auckland. In 2006, Mark won the Emerald/EFMD best thesis award for outstanding doctoral research in the category of marketing strategy. His research experience is in the areas of branding, relationship marketing, business-to-business marketing, and retail channels. Mark Glynn's business-to-business research appears in Industrial Marketing Management, the European Journal of Marketing, Journal of Business Research, Journal of Business & Industrial Marketing, Advances in Business Marketing & Purchasing, Australian Marketing Journal, and Marketing Theory. He also serves on the editorial boards of Industrial Marketing Management and the Journal of Business & Industrial Marketing.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Book part
Publication date: 11 June 2009

Quan Tran and Carmen Cox

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application of the…

Abstract

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application of the concept in the business-to-business (B2B) context. Even less research exists on the role of brand equity in the retailing context. Retailers are often seen as irrelevant to the source of brand value, resulting in manufacturers not targeting retailers to help them build stronger brands. Potential occurs, therefore, for some channel conflict to exist between manufacturers and retailers. On the one hand, retailers tend to focus on building their own, private brands to differentiate themselves from other retail competitors and to increase their power in relation to manufacturer brands. At the same time, most retailers still need to create a good image in the consumer marketplace by selling famous, manufacturer-branded products. In other words, retailers often have to sell famous brands even if they would prefer to sell other brands including their own. Manufacturers tend to focus their brand-building efforts on the consumer market to entice consumers to insist that retailers stock their brands, rather than placing any real emphasis on building a strong and positive brand relationship with the retailer directly.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Book part
Publication date: 18 April 2022

Mary Ann Glynn and Michael Lounsbury

In this paper, we reflect on the origins and development of our theory of cultural entrepreneurship. We highlight the serendipity that was part of its genesis, and note how our

Abstract

In this paper, we reflect on the origins and development of our theory of cultural entrepreneurship. We highlight the serendipity that was part of its genesis, and note how our arguments and thinking evolved over time with the literature. We conclude by suggesting some fruitful lines of scholarly focus moving forward, and emphasize the importance of context and cultural process in understanding our own ideational development as well as those of all entrepreneurs – whether they are involved in creating a high tech venture, solving a social problem, transforming a corporation or public agency, or contributing to some other socio-economic process.

Details

Advances in Cultural Entrepreneurship
Type: Book
ISBN: 978-1-80262-207-2

Keywords

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Book part
Publication date: 16 April 2012

Mark S. Glynn

This chapter examines the empirical evidence about business-to-business (B2B) brands and offers implications for value creation. Brand marketing texts typically emphasize the…

Abstract

This chapter examines the empirical evidence about business-to-business (B2B) brands and offers implications for value creation. Brand marketing texts typically emphasize the competitive advantage of strong brands but often assume a consumer branding (B2C) perspective. However some of the world's most valuable brands are predominantly B2B in nature, and the question arises regarding the importance of branding in B2B marketing. This chapter examines the following question. How do B2B brands create and deliver value for firms in interorganizational transactions? The chapter begins by examining the relevance of current theoretical frameworks of branding in the B2B context and the stages of the brand value chain. Next, the chapter considers extant research showing the impact of B2B branding at the various stages of the brand value chain. The chapter also suggests areas for future research in B2B branding and concludes with a reader case study.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Book part
Publication date: 11 June 2009

Mark S. Glynn and Arch G. Woodside

The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this…

Abstract

The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this book enhance our understanding of practice in this important facet of the marketing discipline. Furthermore, each author presents areas for future research and important managerial implications. The papers in this book cover a broad spectrum of industries and continents as well as both product and service offerings. The papers address a wide range of B2B applications including resellers, retailers, logistics service providers, subcontractors, hairdressing services, and a producer of high-tech materials. In addition, two papers address branding in B2B markets and pricing more generally. These papers provide details of the research background, methodology, analysis of each study. The topic coverage of this volume is extensive as the following list shows: (1) Building a Strong B2B Brand; (2) Building a Strong Brand to Resellers; (3) B2B Brand Equity: Theory, Measurement, and Strategy; (4) Effective Strategies for B2B Service Brands; (5) Brand Meaning and its Impact in Subcontractor Contexts; (6) Brand Image, Corporate Reputation, and Customer Value; (7) Internal Branding Theory, Research, and Practice; (8) Pricing Theory and Strategy Applications in B2B Brand Management.

Collectively these papers address most aspects of the marketing mix for B2B and industrial marketers. Each of the papers provides valuable brand management insights for managers.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Book part
Publication date: 16 April 2012

Mark S. Glynn and Arch G. Woodside

This book (BBMM) provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and…

Abstract

This book (BBMM) provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and (4) how should B2B go about acquiring these skills?

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Book part
Publication date: 16 April 2012

Mark S. Glynn and Arch G. Woodside

Following this introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the development of…

Abstract

Following this introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the development of marketing management knowledge. The discussion initially considers the scientific basis for the marketing discipline, then the academic divide between academic researchers and marketing managers.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

Available. Content available
Book part
Publication date: 11 June 2009

Abstract

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Available. Content available
Book part
Publication date: 16 April 2012

Abstract

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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