The role of the partner brand’s social media power in brand alliances

Name: The role of the partner brand’s social media power in brand alliances
Author: Kupfer, A. K., vor der Holte, N. P., Kubler, Raoul Volker, Hennig-Thurau, T.

İsim	The role of the partner brand’s social media power in brand alliances
Yazar	Kupfer, A. K., vor der Holte, N. P., Kubler, Raoul Volker, Hennig-Thurau, T.
Basım Tarihi:	2018-05
Basım Yeri	- American Marketing Association
Konu	Social media, Content marketing, Influencer marketing, Movie stars, Entertainment marketing
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0022-2429
Kayıt Numarası	7cc9b8f8-0589-4c3d-ab78-9a1f1d6122a3
Lokasyon	Business Administration
Tarih	2018-05
Örnek Metin	Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand’s social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand’s social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value.
DOI	10.1509/jm.15.0536
Cilt	82

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The role of the partner brand’s social media power in brand alliances

Yazar Kupfer, A. K., vor der Holte, N. P., Kubler, Raoul Volker, Hennig-Thurau, T.

Basım Tarihi 2018-05

Basım Yeri - American Marketing Association

Konu Social media, Content marketing, Influencer marketing, Movie stars, Entertainment marketing

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0022-2429

Kayıt Numarası 7cc9b8f8-0589-4c3d-ab78-9a1f1d6122a3

Lokasyon Business Administration

Tarih 2018-05

Örnek Metin Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand’s social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand’s social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value.

DOI 10.1509/jm.15.0536

Cilt 82