The Analysis of the Value Created in Social Media Commerce
In order to be able to manage a brand effectively, it is important that social support, quality of relationship and interactivity is integrated and presented to the customer. The given article is primarily concerned with the analysis of a brand image and the value which is created in the social media commerce. The article conducted an empirical analysis whereby data was collected from the networking sites of various brands in China and the structural equation modelling was used to analyze the data. The research is an integral contribution to the literature available on the given topic and the results reflected that indeed a brand value requires good interaction and authenticity from the management’s side. Hence, the article supports the fact that as Starbucks lost its authenticity, the brand value went down. The value of a brand can only be created with the help of relationship quality and social support.
The millennia has been greatly attracted by the Luxury brands and it has been predicted that it will be the same case in the future as well. For this reason, it becomes extremely important for the business organization to ensure that as luxury is more about relationships which the consumer forms with the brand, they maintain an effective relationship with their customers. The article is based on existing theory and researches upon the global market trends to present a critical review of the context of luxury brand. The article states that personal touch in luxury branding with employees is very important and any brand which fails to do so, will not be able to find success. This findings greatly supports the case of Starbucks, where it lost on its early adopters due to the lack of interaction among the bar tenders and the customers which was the unique aspect of Starbucks. The latter half of the article stated three components which were crucial to be fulfilled to achieve a consistent behavior.
Brand experience can be defined as the unique experience which is provided by the company to the customers and the imprint they aim to leave on them. The primary aim of the given article was to examine the mechanism to be able to account for the impact of the experience of brand and is impact on brand loyalty. The authors conducted an onsite interview with various service brand like Cold Stone Creamery, Burger King, Mc Donald’s and the Starbucks Coffee.
The results of the survey portrayed that the customers are likely to get attracted with respect to brand associations, perceived quality, hedonic emotions and the service provided. The statements and conclusions stated in this article tend to support the management problem as identified in the Starbucks. As the company kept on increasing the number of stores, the personal touch and emotion capturing got lost for which the brand lost its value.
Building a relation between consumers and the emotions associated is very .The objective of the study was primarily based on the identification of brand love and its impact on the commitment as portrayed towards the brand. The article used the methodology based on sampling of 210 respondents who were asked to portray their views on brand personality and emotional commitment towards the brand. The Starbucks was also used as a target sample and the results reflected that brand personality and brand love go together. It meant that brand love had a deep impact on the emotional commitment a customer has for a brand. This article thereby portrays relevant implications as it shows the strength of the consumer relationships with the brands. Hence, this is greatly related to the case study on Starbucks and helps in understanding that the brand needs to create love and affective commitment from the side of customers by developing a positive positioning strategy.
References
Becheur, I., Bayarassou, O., Ghrib, H., & Chaudhuri, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3_suppl), S128-S144. DOI : 10.1177/0972150917693160
Ding, C., & Tseng, T. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015. DOI: 10.1108/EJM-04-2013-020
Duma, F., Hallier Willi, Christine, Nguyen, Bang, & Melewar, T. C. (2016). The management of luxury brand behaviour adapting luxury brand management to the changing market forces of the 21st Century. The Marketing Review, 16(1), 3-25. DOI: https://doi.org/10.1362/146934716X14636478977197
Tajvidi, Wang, Hajli, & Love. (2017). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior. DOI: https://doi.org/10.1016/j.chb.2017.11.006
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