KOREASCHOLAR

SOCIAL MEDIA ACTIVATION CAMPAIGNS: WHAT MAKES THEM ENGAGING AND HOW THEY INFLUENCE THE BRAND IMAGE

SeyedAlireza Mirbagheri, Manoochehr Najmi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351248
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.744-754
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This conceptual paper drew on the uses and gratifications theory to theorize about what drives consumers to engage in social media activation campaigns. This paper proposed that satisfying the needs for integration and social interaction, personal identity, information seeking, entertainment, and utilitarian reward through a social media activation campaign can enhance consumers‘ engagement with it. Finally the way in which cognitive, affective, and behavioral engagement with such campaigns affect brand image was explained theoretically. The developed conceptual framework can help marketing managers to create engaging social media activation campaigns, thereby improving the image of their brands.

Keyword
consumers' engagementsocial media activation campaignsbrand imageuses and gratifications theory
Table Content
ABSTRACT
 INTRODUCTION
 CONSUMERS’ ENGAGEMENT WITH SOCIAL MEDIA ACTIVATION CAMPAIGNS
 CONCEPTUAL FRAMEWORK
 REFERENCES
Author
  • SeyedAlireza Mirbagheri(Sharif University of Technology, Iran)
  • Manoochehr Najmi(Sharif University of Technology, Iran)