Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media

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Author(s): Inna P. Piven (Unitec Institute of Technology, New Zealand)and Michael Breazeale (Mississippi State University, USA)
Copyright: 2017
Pages: 31
Source title: Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity
Source Author(s)/Editor(s): Vladlena Benson (University of West London, UK), Ronald Tuninga (Kingston Business School, UK)and George Saridakis (Kingston University, UK)
DOI: 10.4018/978-1-5225-0559-4.ch016

Keywords: Business Science Reference / E-Business / Media & Communications / Social Networking

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Abstract

Since 2004 when Myspace was converted from a file storage service to a social networking site, social media has become an integral part of people's everyday experiences. Social media has also come to play an influential role in business. The purpose of this chapter is to introduce the Five-Sources Model of Brand Value that illustrates the importance of functional, emotional, self-oriented, social, and relational brand consumption experiences helping different organisations get a clear sense of where they can add value to their marketing communication strategies on social media. The model is consumer-centered and is grounded in consumers' experiences collected through interviews and Facebook focus group. This chapter is based on an on-going project that first started as a Masters research in 2011. It has continued with conferences and academic papers, in conjunction with consulting and lecturing on social media applications in New Zealand business and education context.

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Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media

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