Reflection on directions of social media research and

business performance

British Academy Grant n. NMGR2\100034

Prof: Marcos Severo

misevero@yahoo.com.br

Outline

Reflections and directions of social media research and business performance

• Social media importance to business and marketing landscape

• Topics, focus of studies and main conclusions on social media research

• Consumer engagement on social media

• Why and how we are studying consumer engagement in Brazil

The social media incredible trend

Reflections and directions of social media research and business performance

Number of social media users worldwide from 2010 to 2021 (in billions)

Statista (2018)

Social media sites or apps used by children in the UK (2017)

Reflections and directions of social media research and business performance

Statista (2018)

What is social media doing to the business landscape?

• Social media are continuously and fundamentally changing the way wecommunicate, collaborate, consume, and create

• They have revolutionized the ways organizations relate to the marketplace andsociety, creating a new world of possibilities and challenges for all aspects of theenterprise, from marketing to finance

• Social media have disrupted entire industries and redefined others and what weare witnessing has barely scratched the surface of what is coming and what ispossible

• Within organizations social media have the potential to transform the exchange ofknowledge and expertise and to accelerate innovation and the development ofnew products

Reflections and directions of social media research and business performance

Aral et al. (2013)

What is social media doing to the marketing landscape?

• Social media must be considered a new and hybrid element of the promotion mixbecause in a traditional sense, it enables companies to talk to their customers, while in a non-traditional sense it enables customers to talk directly to one another

• Hence, the content, timing, and frequency of the social media-based conversationsoccurring between consumers are outside managers’ direct control

• This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present

• Therefore, managers must learn to shape consumer discussions in a manner that isconsistent with the organization’s mission and performance goals. They include providing consumers with networking platforms and using social media tools

Reflections and directions of social media research and business performance

Mangold and Faulds (2013)

Diagramatic representation of social media & marketing landscape

Reflections and directions of social media research and business performance

Kannan and Li (2017)

Digital Technologies, such as social media, are influencing marketing environment, researchand marketing outcomes(performance)

What are the primary topics in social media research?

Combining keywords(given by editors andauthors) of 160 articlespublished in the fivepremier marketing journals that weretheoretical and/orsubstantive (2000-2015)

Lamberton & Stephen (2016)

What isdrawingattention now?

What may drawin the future?

What is research on social media and business is providing us?

Alves et al. (2016)

Firm/Organization Consumer

1. Degree of use

2. Optimization, measurement and impact

3. Abusive, unethical use

1. Increased consumption

2. Use, search and share of information

3. Attitude toward the brand

4. Influence among consumers

Focus of previousstudies

Subjects usuallyanalyzed

What is research on social media and business is providing us?

Reflections and directions of social media research and business performance

Alves et al. (2016)

What is research on social media and business is providing us?

Reflections and directions of social media research and business performance

Alves et al. (2016)

Barger et al. (2016)

Studying consumer engagement

Why and how we are studying consumer engagement in Brazil

Consumer brands are trying to engage on social networks

Study #1 – “Engage and attract me, then I´ll share you”: an analysis of the impact ofpost category on viral marketing in a social networking site

Review of Business Management (2016)

Why and how we are studying consumer engagement in Brazil

Framework – Study #1

Why and how we are studying consumer engagement in Brazil

Influentials are establishing new forms for brands to communicate with their target

Reflections and directions of social media research and business performance

Why and how we are studying consumer engagement in Brazil

Study #2 – Who leads your opinion? Opinion leaders’ influence on virtual engagement

Revista de Administração Contemporânea (2018)

Reflections and directions of social media research and business performance

Why and how we are studying consumer engagement in Brazil

Reflections and directions of social media research and business performance

Framework – Study #2

Why and how we are studying consumer engagement in Brazil

Small firms want to use social media and understand how to relate them to marketing performance

Reflections and directions of social media research and business performance

Why and how we are studying consumer engagement in Brazil

Study #3 – Sales and social media performance in small retailing

Under review – Journal of Retailing & Consumer Services

Reflections and directions of social media research and business performance

Why and how we are studying consumer engagement in Brazil

Study #3 – Sales and social media performance in small retailing

Reflections and directions of social media research and business performance

Why and how we are studying consumer engagement in Brazil

THANK YOU! (OBRIGADO)

Marcos Severo –The basics and fundamentals of panel data

QUESTIONS?