IDEAS home Printed from https://ideas.repec.org/a/zbw/hnumbr/178303.html
   My bibliography  Save this article

How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management

Author

Listed:
  • Nusser, Stefanie
  • Mahle, Irene
  • Pätzmann, Jens U.

Abstract

Dieser Artikel befasst sich mit Social Commerce, der Fusion von E-Commerce und Social Media. Kurz gesagt: Social Commerce verknüpft Kunden dort, wo sie einkaufen und hilft Menschen dort zu kaufen, wo sie vernetzt sind. Durch beide Richtungen, Menschen zu binden, entsteht eine Community und darüber hinaus gibt es besondere Beziehungen innerhalb der Gruppe. Daher ist dieser Artikel sowohl eine theoretische Diskussion über den Aufbau von Markenloyalität in Social Commerce-Foren und, um Praxisbezug herzustellen, eine Untersuchung, wie gut Nike darin ist, diese in seinem Social Commerce zu implementieren. Ausgehend von der Hypothese, dass Markenforen die Markentreue erhöhen, wird die Kommunikation der Social Commerce Community von der Nike+ Fuelband Deutschland Facebook Fanseite in Bezug auf ihren Nutzen, um die Loyalität der Marke Nike zu fördern, gründlich analysiert. Zusätzlich wird sich die Analyse auf die Beziehungen innerhalb des Forums stützen. Nike kommuniziert Social Commerce über acht Wege, die einen positiven Einfluss auf die Markentreue der Kunden haben. Die acht inhaltlichen Kategorien von Nike+ Fuelband Deutschland, in denen die Community motiviert wird, aktiver zu leben, erfüllen die Anforderungen aller BCQ-Indexfaktoren. Folglich unterstützt Nike die Beziehungen zwischen den Kunden, der Marke und innerhalb der ganzen Community.

Suggested Citation

  • Nusser, Stefanie & Mahle, Irene & Pätzmann, Jens U., 2015. "How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management," Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, Hochschule Neu-Ulm, Kompetenzzentrum Marketing & Branding, issue 4/2015, pages 48-57.
  • Handle: RePEc:zbw:hnumbr:178303
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/178303/1/Markenbrand-2015-4-S48-57.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Blackston, Max, 2000. "Observations: Building Brand Equity by Managing the Brand&s Relationships," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 101-105, December.
    2. Kozinets, Robert V, 2002. "Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 20-38, June.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Jean-Noël Kapferer & Gilles Laurent, 1993. "Further evidence on the consumer involvement profile: five antecedents of involvement," Post-Print hal-00784124, HAL.
    5. Richins, Marsha L & Bloch, Peter H, 1986. "After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 280-285, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    2. Kuo, Ying-Feng & Chen, Fei-Lung, 2023. "The effect of interactivity of brands’ marketing activities on Facebook fan pages on continuous participation intentions: An S–O-R framework study," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. repec:jtr:journl:v:9:y:2014:i:1:p:28-64 is not listed on IDEAS
    4. Bastos, Wilson & Moore, Sarah G., 2021. "Making word-of-mouth impactful: Why consumers react more to WOM about experiential than material purchases," Journal of Business Research, Elsevier, vol. 130(C), pages 110-123.
    5. Uniyal, Dwarika Prasad & Sinha, Piyush Kumar, 2009. "Point of Purchase Communication: Role of Information Search, Store Benefit and Shopping Involvement," IIMA Working Papers WP2009-11-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    6. Kaiser, Carolin & Ahuvia, Aaron & Rauschnabel, Philipp A. & Wimble, Matt, 2020. "Social media monitoring: What can marketers learn from Facebook brand photos?," Journal of Business Research, Elsevier, vol. 117(C), pages 707-717.
    7. Banik, Shanta, 2021. "Exploring the involvement-patronage link in the phygital retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    9. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    10. Hassan Danaeefard & Ali Farazmand & Akram Dastyari, 2023. "The Iranian Coronavirus Pandemic (COVID-9) Crisismanship: Understanding the Contributions of National Culture, Media, Technology and Economic System," Public Organization Review, Springer, vol. 23(4), pages 1661-1682, December.
    11. Richey, Michelle & Ravishankar, M.N., 2019. "The role of frames and cultural toolkits in establishing new connections for social media innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 325-333.
    12. Fathey Mohammed & Nabil Hasan Al-Kumaim & Ahmed Ibrahim Alzahrani & Yousef Fazea, 2023. "The Impact of Social Media Shared Health Content on Protective Behavior against COVID-19," IJERPH, MDPI, vol. 20(3), pages 1-16, January.
    13. Drummond, Conor & O'Toole, Thomas & McGrath, Helen, 2022. "Social Media resourcing of an entrepreneurial firm network: Collaborative mobilisation processes," Journal of Business Research, Elsevier, vol. 145(C), pages 171-187.
    14. Davide Giacomini & Paola Zola & Diego Paredi & Mario Mazzoleni, 2020. "Environmental disclosure and stakeholder engagement via social media: State of the art and potential in public utilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1552-1564, July.
    15. Domenico CONSOLI, 2017. "The Use of Social Media and E-Commerce: a Winning Strategy for Small Businesses," North Economic Review, Technical University of Cluj Napoca, Department of Economics and Physics, vol. 1(1), pages 109-119, October.
    16. Maximilian ROBU, 2013. "A New Classification Of Smes In The Digital Economy Context," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 1, pages 150-155, June.
    17. Schejter, Amit M. & Tirosh, Noam, 2015. "“Seek the meek, seek the just”: Social media and social justice," Telecommunications Policy, Elsevier, vol. 39(9), pages 796-803.
    18. Ma, Jie & Tse, Ying Kei & Wang, Xiaojun & Zhang, Minhao, 2019. "Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 127(C), pages 192-205.
    19. Martín-Rojas, Rodrigo & Garrido-Moreno, Aurora & García-Morales, Víctor J., 2023. "Social media use, corporate entrepreneurship and organizational resilience: A recipe for SMEs success in a post-Covid scenario," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    20. Daas, Piet J.H. & Puts, Marco J.H., 2014. "Social media sentiment and consumer confidence," Statistics Paper Series 5, European Central Bank.
    21. Stefano Di Lauro & Aizhan Tursunbayeva & Gilda Antonelli & Marcello Martinez, 2021. "Organizational and Corporate Identity on Social Media: A Literature Review," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(4), pages 1-53, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hnumbr:178303. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: http://markenbrand.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.