Social Media Marketing
Week 1
Topic(s)
WHAT: What is Social Media Engagement (SME), and why is it important for brands?
Article 1: Foundation
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers
engagement with brand-related social-media content: Development and validation of a scale
that identifies levels of social-media engagement with brands. Journal of advertising
research, 56(1), 64-80.
Article 2: Business Importance
Here's Why Customer Engagement on Social Media Is Important to Your Brand;
https://www.entrepreneur.com/science-technology/the-importance-of-customer-engagement-
on-socialmedia/449786
Article Summary
Article 1: Foundation
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers
engagement with brand-related social-media content: Development and validation of a scale
that identifies levels of social-media engagement with brands. Journal of advertising
research, 56(1), 64-80.
Consumers’ Online Brand-Related Activities theory: a set of brand-related online
activities on the part of the consumer that vary in the degree to which the consumer interacts
with social media and engages in the consumption, contribution, and creation of media
content.
Alternative explanation: a behavioural construct that contains the consumer’s engagement
with brands on social media
1) Consumption
▪ Consumers’ participation in networks and online brand communities.
▪ Minimum level of engagement.
, ▪ Consumers who passively consume brand-related media without participating.
▪ Includes firm-created and user-generated media – no distinction of communication
sources is anticipated.
▪ Most frequent type of online brand-related activity among consumers.
2) Contribution
▪ Peer-to-peer and peer-to-content interactions about brands.
▪ Consumers’ contribution to brand-related content through participation in media
previously created by either a company or another individual.
3) Creation
▪ Consumers’ creation and online publication of brand-related content.
▪ Product cocreation and consumer empowerment
▪ User-generated content
▪ Represents the strongest level of online brand-related engagement – the content
consumers generate may be a stimulus for further consumption and/or contribution by
other peers
The same person may switch from the level of activity depending on situational factors.
There is a hierarchical relationship among the consumption, contribution, and creation
dimensions:
▪ Consumers engage in higher levels of online brand-related activities as a result of a
learning process
▪ The consuming dimension is an antecedent of consumers’ engagement in the
contribution of brand-related content on social media and the contributing dimension
is an antecedent of user-generated content
▪ The contributing dimension is a mediator between the consuming and creating
dimensions
Brand equity and brand attitudes correlate positively and significantly with individual brand-
related social-media activities.
,The three dimensions capture lower to higher levels of brand-related social-media
engagement.
Article 2: Business Importance
Here's Why Customer Engagement on Social Media Is Important to Your Brand;
https://www.entrepreneur.com/science-technology/the-importance-of-customer-engagement-
on-socialmedia/449786
Interaction with following on social media builds customer loyalty and brand awareness.
Social media has become a vital tool for businesses, transforming how they engage with
customers and build brand presence. By fostering two-way communication, it enables
companies to strengthen relationships, gain valuable feedback, and provide responsive
customer service. Key benefits include:
▪ Increased brand awareness and visibility.
▪ Improved customer satisfaction and loyalty through quick, authentic interactions.
▪ Cost-effective marketing compared to traditional methods.
▪ Competitive advantage over less active brands.
▪ Valuable feedback and insights into customer behavior, preferences, and
demographics.
▪ Boosted website traffic and improved SEO through engagement signals.
▪ Stronger relationships and authenticity, which humanize the brand.
▪ Enhanced brand reputation and advocacy, as satisfied customers recommend the
brand.
Overall, customer engagement on social media drives awareness, trust, loyalty, and sales,
making it essential for modern marketing strategies.
, Lecture 1
Lecture topic: What – Definition of SME
▪ What are the factors that influence Social Media Engagement (SME)?
▪ Define Social Media and Social Media Engagement (SME)
▪ Identify why it is important to study Social Media and Social Media Engagement
(SME)
Social Media: Definition
“In a marketing context, social media are considered platforms on which people build
networks and share information and/or sentiments. Their distinctive nature of being
“dynamic, interconnected, egalitarian, and interactive organisms”.
(Social Media) Marketing: Definition
“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivirering, and exchanging offerings that have value for customers, clients, partners, and
society at large (…utilising social media channels.)
Social Media Marketing is one ‘spoke’ in a Digital Marketing Strategy
Week 1
Topic(s)
WHAT: What is Social Media Engagement (SME), and why is it important for brands?
Article 1: Foundation
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers
engagement with brand-related social-media content: Development and validation of a scale
that identifies levels of social-media engagement with brands. Journal of advertising
research, 56(1), 64-80.
Article 2: Business Importance
Here's Why Customer Engagement on Social Media Is Important to Your Brand;
https://www.entrepreneur.com/science-technology/the-importance-of-customer-engagement-
on-socialmedia/449786
Article Summary
Article 1: Foundation
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers
engagement with brand-related social-media content: Development and validation of a scale
that identifies levels of social-media engagement with brands. Journal of advertising
research, 56(1), 64-80.
Consumers’ Online Brand-Related Activities theory: a set of brand-related online
activities on the part of the consumer that vary in the degree to which the consumer interacts
with social media and engages in the consumption, contribution, and creation of media
content.
Alternative explanation: a behavioural construct that contains the consumer’s engagement
with brands on social media
1) Consumption
▪ Consumers’ participation in networks and online brand communities.
▪ Minimum level of engagement.
, ▪ Consumers who passively consume brand-related media without participating.
▪ Includes firm-created and user-generated media – no distinction of communication
sources is anticipated.
▪ Most frequent type of online brand-related activity among consumers.
2) Contribution
▪ Peer-to-peer and peer-to-content interactions about brands.
▪ Consumers’ contribution to brand-related content through participation in media
previously created by either a company or another individual.
3) Creation
▪ Consumers’ creation and online publication of brand-related content.
▪ Product cocreation and consumer empowerment
▪ User-generated content
▪ Represents the strongest level of online brand-related engagement – the content
consumers generate may be a stimulus for further consumption and/or contribution by
other peers
The same person may switch from the level of activity depending on situational factors.
There is a hierarchical relationship among the consumption, contribution, and creation
dimensions:
▪ Consumers engage in higher levels of online brand-related activities as a result of a
learning process
▪ The consuming dimension is an antecedent of consumers’ engagement in the
contribution of brand-related content on social media and the contributing dimension
is an antecedent of user-generated content
▪ The contributing dimension is a mediator between the consuming and creating
dimensions
Brand equity and brand attitudes correlate positively and significantly with individual brand-
related social-media activities.
,The three dimensions capture lower to higher levels of brand-related social-media
engagement.
Article 2: Business Importance
Here's Why Customer Engagement on Social Media Is Important to Your Brand;
https://www.entrepreneur.com/science-technology/the-importance-of-customer-engagement-
on-socialmedia/449786
Interaction with following on social media builds customer loyalty and brand awareness.
Social media has become a vital tool for businesses, transforming how they engage with
customers and build brand presence. By fostering two-way communication, it enables
companies to strengthen relationships, gain valuable feedback, and provide responsive
customer service. Key benefits include:
▪ Increased brand awareness and visibility.
▪ Improved customer satisfaction and loyalty through quick, authentic interactions.
▪ Cost-effective marketing compared to traditional methods.
▪ Competitive advantage over less active brands.
▪ Valuable feedback and insights into customer behavior, preferences, and
demographics.
▪ Boosted website traffic and improved SEO through engagement signals.
▪ Stronger relationships and authenticity, which humanize the brand.
▪ Enhanced brand reputation and advocacy, as satisfied customers recommend the
brand.
Overall, customer engagement on social media drives awareness, trust, loyalty, and sales,
making it essential for modern marketing strategies.
, Lecture 1
Lecture topic: What – Definition of SME
▪ What are the factors that influence Social Media Engagement (SME)?
▪ Define Social Media and Social Media Engagement (SME)
▪ Identify why it is important to study Social Media and Social Media Engagement
(SME)
Social Media: Definition
“In a marketing context, social media are considered platforms on which people build
networks and share information and/or sentiments. Their distinctive nature of being
“dynamic, interconnected, egalitarian, and interactive organisms”.
(Social Media) Marketing: Definition
“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivirering, and exchanging offerings that have value for customers, clients, partners, and
society at large (…utilising social media channels.)
Social Media Marketing is one ‘spoke’ in a Digital Marketing Strategy
