Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)

Abstract

Brands’ communications on owned media commonly are managed by social media marketing teams, although some brands have embraced a practice known as social media takeover, in which they temporarily delegate the responsibility for communications to selected employees or consumers. The current research aims to define the roles of two communication approaches (traditional and social media takeover) and two message types (transactional and relational) for developing consumer-brand relationships on owned media. The research results show that brand messages shared through social media takeovers (cf. traditional brand communications) have a stronger positive impact on parasocial interaction. Improved openness and social presence, as sensed by consumers, drive this effect. The outcomes further indicate that the impacts of social media takeover on social presence and, consequently, parasocial interaction, are particularly strong when consumers encounter transactional (cf. relational) messages. For managers, this research offers practical recommendations for leveraging brand communications with consumers on owned media.
Original languageEnglish
Article number114030
Peer-reviewed scientific journalJournal of Business Research
Volume165
ISSN0148-2963
DOIs
Publication statusPublished - 2023
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Marketing Effectiveness and Profitability
  • Social media takeover
  • Brand communications
  • Parasocial interaction
  • Transactional messages
  • Relational messages
  • Owned media

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Quantitative consumer behaviour and competition economics

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