The interactive nature of social networking sites contributes to reinforce engagement between consumers and brands in terms of co-creation of shared values. According to Hollebeek (2011), consumer-brand engagement (CBE) implies cognitive, emotional, behavioral factors, which connect a brand with its followers. This chapter will show three successful Twitter strategies from three different brands, using a methodological approach focusing on the relational conditions that turn a brand into an engaging player on Twitter. Interviews with brand communication managers and followers were conducted. Moreover, initiatives were explored through the stream of tweets produced around the brands; pragmatic, semantic, syntactic and structural features of tweets were considered. Results show that, while the three initiatives considered here lean on a cognitive-based CBE, a full engagement in the/a brand's world is needed to build a long-lasting and successful relationship between brand and consumer, in order to co-construct a future shared reality.

Ravaglia, V., Brivio, E., Graffigna, G., Engaging Consumers via Twitter: Three Successful Communicative Strategies, in Burkhalter, J., Wood, N. (ed.), Maximizing Commerce and Marketing Strategies through Micro-Blogging, IGI Global, Hershey PA 2015: 91- 109. 10.4018/978-1-4666-8408-9 [http://hdl.handle.net/10807/78804]

Engaging Consumers via Twitter: Three Successful Communicative Strategies

Brivio, Eleonora
Secondo
;
Graffigna, Guendalina
Ultimo
2015

Abstract

The interactive nature of social networking sites contributes to reinforce engagement between consumers and brands in terms of co-creation of shared values. According to Hollebeek (2011), consumer-brand engagement (CBE) implies cognitive, emotional, behavioral factors, which connect a brand with its followers. This chapter will show three successful Twitter strategies from three different brands, using a methodological approach focusing on the relational conditions that turn a brand into an engaging player on Twitter. Interviews with brand communication managers and followers were conducted. Moreover, initiatives were explored through the stream of tweets produced around the brands; pragmatic, semantic, syntactic and structural features of tweets were considered. Results show that, while the three initiatives considered here lean on a cognitive-based CBE, a full engagement in the/a brand's world is needed to build a long-lasting and successful relationship between brand and consumer, in order to co-construct a future shared reality.
Inglese
Maximizing Commerce and Marketing Strategies through Micro-Blogging
9781466684089
IGI Global
Ravaglia, V., Brivio, E., Graffigna, G., Engaging Consumers via Twitter: Three Successful Communicative Strategies, in Burkhalter, J., Wood, N. (ed.), Maximizing Commerce and Marketing Strategies through Micro-Blogging, IGI Global, Hershey PA 2015: 91- 109. 10.4018/978-1-4666-8408-9 [http://hdl.handle.net/10807/78804]
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/78804
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 0
  • ???jsp.display-item.citation.isi??? ND
social impact