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Social Media Marketing - Master course - Paper summary for exam
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very detailed summary of the papers required to pass the exam
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✅Article 1- SME - Measuring Consumers’ Engagement With Brand-Related Social-Media Content(consumption - contribution - creation)
✅Conference Paper - SME - Definition and measurement of SME. (influencing factors of SME)
✅Article 2 - brand relationship Social media brand engagement practices Examining the role of
consumer brand knowledge, social pressure, social relatedness, and brand trust. by Osey-Kofi (how brands
influence SME How does the consumer's relationship with the brand influence SME?)
✅Article 3 - motivation Word of mouth and interpersonal communication: A review and directions for
future research by Jonah Berger . (5 key functions: impression management, emotion regulation,
information acquisition, social bonding, and persuasion) + (audience and channel)
✅Article 4 - motivation - Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of
social media engagement choices by Swani & Labrecque. (like - comment - share - reactions)
✅ Article 5 - personality and culture - How a User’s Personality Influences Content Engagement in Social
Media. (Big 5 personality traits o-c-e-a-n; introvert/extrovert; conversationalists, learners, marketers,
aggregators, researcher, lurkers)
✅ Article 6 - motivation + personality - Consumer engagement with brands on social network sites: A
cross-cultural comparison of China and the USA. (cultural differences: individualism/collectivism)
✅ Article 7 - who - Improving consumer mindset metrics and shareholder value through social media: the
different roles of owned (how earned and owned social media influence consumer’s mindset metrics in
terms of awareness, purchase intent and customer satisfaction)
✅ Article 8 - who and how content factors influence SME - The effects of visual congruence on
increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram
using deep-learning algorithms for automatic image classification. (influencer marketing)
✅ Article 9 - who + personality - Brand engagement in self‐concept and consumer engagement in social
media: The role of the source. (the source of the information influences SME? + how social media
influences the self-concept of the consumer?)
✅ Article 10 - how content factors influence SME - Is a Picture Worth a Thousand Words? An Empirical
Study of Image Content and Social Media Engagement. (should we add pictures to our contents?)
✅ Article 11 - how content factors influence SME + how SME differs across platforms - Cutting
through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand
Messages (use of rhetorical forms as alliteration and word repetition)
✅ Article 12 - how content factors influence SME + how SME differs across platforms - Creative
Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer
Engagement by Ashley and Tuten.
✅ Article 13 - how content factors influence SME - What messages to post? Evaluating the popularity of
social media communications in business versus consumer markets.
✅ Article 14 - when to post - Scheduling Content on Social Media: Theory, Evidence, and Application
(timing and TCA - targeted content advertising)
✅ Article 15 - Engagement with Social media and Social Media Advertising. (SME differs across platforms:
where is better to advertise?)
, Article 3
Word of mouth and interpersonal communication: A review and directions for future
research
Jonah Berger
Abstract: What drives interpersonal communication and why do people talk about certain things rather
than others?
● Word of mouth is goal driven and serves five key functions (i.e., impression management, emotion
regulation, information acquisition, social bonding, and persuasion). These motivations drive what
people talk about even without their awareness.
● Introduction: Consumers often share opinions, news, and information with others. Technologies have only
increased the speed and ease of communication.
● Interpersonal communication can be described as word of mouth. Word of mouth has a huge impact on
consumer behavior →iInterpersonal communication increases product awareness and persuades people
to try things → much more effective in generating sales than paid advertising.
● R.Q.: word of mouth can be understood in terms of 5 key functions
○ impression-management,
○ emotion regulation,
○ information acquisition,
○ social bonding,
○ persuasion
further, it argues that these functions tend to be self-serving (rather than other-serving) and drive what
people share even without their awareness.
1) IMPRESSION MANAGEMENT
One reason consumers share word of mouth is to shape the impressions others have of
them (and they have of themselves). Social interactions can be seen as a performance
where people present themselves in particular ways to achieve desired impressions.
WOM facilitates impression management in three ways:
(a) self-enhancement:
● The tendency to self-enhance is a fundamental human motivation.
● People are more likely to share things that make them look good.
(b) identity-signaling:
● People may talk about particular topics or ideas also to signal that they have certain
characteristics, knowledge, or expertise in a particular domain.
(c) filling conversational space:
● People may engage in small talk, sharing almost anything to fill conversational
space.
, How impression management drives what people share
impression management should encourage people to share:
1. Entertaining things: sharing entertaining things makes the sharer seem interesting, funny,
and in-the-know. Consumers share wom on original products, interesting urban legends,
extreme stories
2. Useful information: (advice or discount); it makes the sharer seem smart and helpful.
3. Self-concept relevant things: Impression management should lead people to talk about
identity-relevant information. Ex. symbolic products as cars and clothes are often used as
signals of identity. Consistent with this suggestion, people share more wom for symbolic
products than utilitarian ones. People talk not only to signal who they are, but who they
would like to be.
4. High status goods: high status goods (rolex) and premium brands are more likely to be
discussed. Should make people seem high status.
5. Unique things: Talking about distinctive products and experiences, makes people seem
more unique or differentiated from others.
6. Common ground: people talk about things they have in common with others to perceive
more interpersonal similarity,
7. Emotional valence: Talking about positive experiences (positive wom) supports one's
expertise and avoids seeming like a negative person. However, people generate positive
wom when talking about their own experiences (because it makes them look good), but
transmit negative wom when talking about others' experiences (because it makes them
look relatively better).
8. Incidental arousal: rumor transmission suggests that rumors flourish in times of conflict,
crisis, and catàstrophe, due to the generalized anxiety (i.e., arousal) those situations induce
9. Accessibility: more accessible products are more likely to be discussed. Products that are
recalled or triggered more frequently by the environment get more wom (i.e. coffee).
Increased visibility should increase the chance that a product or idea is accessible, which in
turn, should make it more likely to be discussed during small talks.
2) EMOTION REGULATION
Emotion regulation describes the processes through which consumers manage their
emotions. Social sharing (wom) of emotion provides an important channel for sharers to
regulate their emotion.
wom facilitates emotion regulation in a number of ways:
(a) Generating social support: sharing with others after a negative emotional experience
increases well-being for the perceived social support.
, (b) venting(sfogarsi): wom allows people to vent / express anger / deal with negative
consumption experiences. Angry consumers share wom to vent.
(c) facilitating sense making(dare un senso): Talking with others can help people understand
what they feel and why. Putting emotion can foster sense making of the distressing
experience
(d) reducing dissonance: consumers are more likely to share with others to confirm their own
judgment and reduce feelings of doubt after they have made a decision.
(e) taking vengeance: people share to regulate their emotions through punishing a company
or individual for a negative consumption experience
(f) encouraging rehearsal: people share to relive positive emotional experiences because it
arouses pleasant feelings.
How emotion regulation drives what people share
Emotion regulation should:
1. Emotionality: more emotional things are likely to be shared. Movies are more likely to be
discussed, and news articles are more likely to be shared, if they are higher in emotional
intensity. Also retell urban legends that evoked more disgust, interest, surprise, joy etc.
On the other hand, Shame and guilt decrease transmission because are things that
potentially make them look bad.
2. Valence: emotion regulation should also impact the valence, or positivity and negativity, of
what people share. We could argue that emotion regulation should lead people to share
negative emotional experiences as a way to improve their mood. Consumers share positive
emotions to re-consume or extend the positive affect. However, while social sharing is a
fruitful way to deal with negative emotions, other concerns may inhibit sharing negativity
because it can make them feel uncomfortable, and discomfort has been shown to decrease
willingness to share.
3. Emotional arousal(grado di eccitazione): arousal increases social transmission → emotionally
arousing things are likely to be shared.
-On the negative side, high arousal emotions (as anger or anxiety) should increase the need
to vent (sfogarsi) more than low arousal emotions (as sadness).
-On the positive side, high arousal emotions (as excitement) should increase desires for
rehearsal (rivivere).
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