Yes / Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.

Brand-lurking Phenomenon on Social Media Abstract The key measures to assess consumer-brand engagement on social media have mainly been visible interactions with media content, including 'likes', comments and shares. However, as research into consumers' online behaviour demonstrates, only a minority of users in fact participate 'visibly'. On social media, the vast majority of users are passive participants, so called 'lurkers'. This thesis explores consumers' publicly invisible behaviours on social media and introduces an original methodological approach to exploring the otherwise invisible behavioural patterns on social media, which builds on ethnographic principles and combines digital methods with qualitative methods. Drawing on a data set of 134 hours of screen recordings obtained through ad hoc tracking devices installed on PCs and smartphones of 15 young adults from seven European countries recruited from the "Generation Z" and 15 in- depth interviews conducted with the same participants, the study proposes the following contributions. First, the thesis illustrates a research protocol to explore consumers' lurking behaviours in relation to branded content as they occur within the young people's natural social media settings. Second, it introduces the concept of invisible engagement, defined as an...

Background: Sustainability within the skincare industry is an important theme in marketing research. Sustainability sells, but it is necessary to understand how brands can drive consumer engagement on Instagram by using certain appeals. As social media has revolutionized the way consumers interact with brands, engaging online today represents a fundamental factor for a company’s success. Consequently, this study explored in particular CBE of green skincare brands with regards to female European millennials. As we were the first to research the context of three highly relevant fields in today’s time, which are sustainability, Instagram and skincare in the European setting, we contribute with new significant findings. Purpose: The purpose of this study was to understand which appeals drive millennial’s CBE of green skincare brands on Instagram. Thus, particularly green company-created content was examined. Method: The method chosen to answer our study purpose was semi-structured interviews. Therefore, 18 female European millennials have been interviewed to understand their thoughts and opinions concerning our purpose. Hence our study was based on an interpretivist philosophy while an inductive approach was followed. In addition, deductive elements loosely framed this qualitative study, given existing literature in respective fields of this research. Finally, we concluded this study with a conceptual framework, created upon our empirical findings. Conclusion: The results show that in specific three different types of appeals could be identified to drive CBE of green skincare brands on Instagram. These are Affective, Identification, Spokesperson & Trust as well as Factual. With regards to our CBE conceptualization, these three themes all drive CBE to a different extent in terms of cognitive processing, affectionand activation. All in all, this study could identify Affective to be the most relevant appeal in terms of driving CBE as well as affection being the only CBE dimension, which can be driven by all three themes. Green skincare brands can use these findings to understand which appeals drive engagement while also raising awareness around sustainability-related topics.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-02-05T13:01:28Z No. of bitstreams: 1 Regina Kossmann Miozzo_.pdf: 3193134 bytes, checksum: 4b94aaaa2557eba1c6f488d6fc5765ad (MD5) / Made available in DSpace on 2016-02-05T13:01:28Z (GMT). No. of bitstreams: 1 Regina Kossmann Miozzo_.pdf: 3193134 bytes, checksum: 4b94aaaa2557eba1c6f488d6fc5765ad (MD5) Previous issue date: 2015-09-03 / Nenhuma / A gamificação (do Inglês gamification) é um fenômeno crescente que tem despertado o interesse tanto de pesquisadores quanto de executivos. Elementos de jogos têm sido aplicados em contextos e atividades diversas às do entretenimento com o intuito de enriquecer a experiência de quem as executa, gerando maior interesse, envolvimento, diversão e engajamento. Desta forma, a gamificação tem sido utilizada como um recurso para motivar comportamentos de engajamento dos consumidores, tornando-se uma estratégia de marketing. Contudo, até o presente estudo, não foram encontrados na literatura estudos empíricos que apliquem a gamificação para gerar engajamento em consumidores de bens duráveis, como as máquinas agrícolas. Assim, o presente estudo tem como objetivo analisar como os aspectos da gamificação podem desenvolver o envolvimento no consumidor de máquinas agrícolas em uma experiência interativa digital, identificando os elementos mais relevantes para incentivar comportamentos de engajamento com uma marca. A pesquisa adota uma abordagem qualitativa, tendo como método de pesquisa a metodologia Design Science Research (DSR). O estudo foi realizado em uma empresa que desenvolve, produz e comercializa máquinas agrícolas e envolveu consumidores de tratores e colheitadeiras. As atividades realizadas compreenderam entrevistas semiestruturadas e questionários que objetivaram compreender o problema tratado na pesquisa, levantar a motivação da empresa em abordá-lo e obter subsídios para desenhar um artefato que auxiliasse na solução do problema. Os dados coletados na empresa e com consumidores permitiram desenhar e implementar um protótipo de média fidelidade do artefato proposto. O protótipo foi usado e avaliado pelos consumidores, visando verificar o potencial de gamificação para desenvolver o envolvimento e consequentes intenções de engajamento nos consumidores de máquinas agrícolas. Os principais resultados indicam que a gamificação tem o potencial de desenvolver o envolvimento nos consumidores de máquinas agrícolas, porém existem elementos e riscos a serem considerados, em especial os relacionados a suas motivações e interesses. Foram identificadas três perspectivas pelas quais a geração de valor pode ser conduzida, através da gamificação, em direção ao envolvimento e engajamento com uma marca: utilidade, prazer e relacionamento social. Esta pesquisa contribui para enriquecer a literatura sobre a gamificação, acrescentando um estudo empírico sobre seu uso no contexto do marketing. Também demonstra a aplicação de um método para o uso da gamificação em soluções que objetivam estimular envolvimento nos consumidores e intenções de engajamento com uma marca. / Gamification is a growing phenomenon that concerns both researchers and practitioners. Game elements have been applied in several contexts and activities out of entertainment with the aim of enriching the experiences of those who execute them, generating higher levels of interest, involvement, entertainment and engagement. Gamification has been suggested, especially by IT industry, as a marketing strategy to develop consumer engagement. However, there is no empirical research related to the use of gamification to promote engagement in utilitarian brands consumers such as agricultural machinery. The present study aims to analyze which aspects of gamification can develop the involvement of the agricultural machinery consumer in an interactive digital experience, identifying the most relevant elements on encouraging consumer brand engagement behaviors. The research adopts a qualitative approach, adopting the Design Science Research (DSR) as the research method. DSR was applied to the development of a technological artifact which was presented and evaluated by agricultural machinery consumers. In order to get empirical data, the study was performed into a company that develops, produces and commercializes agricultural machinery, involving marketing, IT and after sales professionals, and Brazilian agricultural machinery consumers. The activities performed comprehended semi structured interviews and questionnaires that aimed to understand the problem to be addressed to identify the company´s motivation to find a solution and to get subsidies to design the artifact. Data was collected to design and implement a medium fidelity prototype of the proposed artifact. The prototype was used and evaluated by consumers in order to verify gamification's potential on the involvement development and consequent engagement intentions. The main results indicate gamification does have the potential to develop the involvement of agricultural machinery consumers. However, there are element and risks to be considered, especially the ones related to the consumer's interests and motivations. Three perspectives were identified, by which the generation of value through gamification can be driven towards the brand engagement: utility, pleasure and social relationship. This research contributes to the enrichment of the gamification literature, adding empirical study about its usage in marketing context and also demonstrating the usage of a method to implement gamification in a solution to stimulate consumer involvement and engagement behavior intention.

While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers.