Community marketing in social media - Can marketers leverage Facebook groups of celebrities?

Alexander Zauner*, Matthias Fink, Daniela Maresch, Ewald Aschauer

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether 1 the image of the brand, and 2 the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.

Original languageEnglish
JournalInternational Journal of Entrepreneurship and Small Business
Volume16
Issue number4
Pages (from-to)406-421
ISSN1476-1297
DOIs
Publication statusPublished - 2012
Externally publishedYes

Fingerprint

Facebook
Marketers
Social media
Celebrity
Leverage
Marketing
Customer value
Marketing activities
Credibility
Influencing factors
Special interest groups
Consumer behaviour
Customer perceived value
Sponsoring
Social networks

Keywords

  • Community marketing
  • Customer value
  • Social media

Cite this

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title = "Community marketing in social media - Can marketers leverage Facebook groups of celebrities?",
abstract = "Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether 1 the image of the brand, and 2 the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.",
keywords = "Community marketing, Customer value, Social media",
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Community marketing in social media - Can marketers leverage Facebook groups of celebrities? / Zauner, Alexander; Fink, Matthias; Maresch, Daniela; Aschauer, Ewald.

In: International Journal of Entrepreneurship and Small Business, Vol. 16, No. 4, 2012, p. 406-421.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Community marketing in social media - Can marketers leverage Facebook groups of celebrities?

AU - Zauner, Alexander

AU - Fink, Matthias

AU - Maresch, Daniela

AU - Aschauer, Ewald

PY - 2012

Y1 - 2012

N2 - Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether 1 the image of the brand, and 2 the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.

AB - Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether 1 the image of the brand, and 2 the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.

KW - Community marketing

KW - Customer value

KW - Social media

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