Brand Buzz in the Echoverse

By K. Hewett, William Rand, Roland T. Rust, H. V. van Heerde. 2016

337 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8a12e9847688a0b8a512027c2f6d9e6b94db8138

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Citations in the corpus

Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands (2018, background): “The rise of the Internet and social media in particular has created a new environment in which consumers can discuss brands' actions among each other, with such debate often taking place in conjunction with coverage by traditional mass media (Hewett et al., 2016).”
Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value (2018, background): “If that occurs, then building up reputation again is costly and very difficult, as can be observed, for example, in the financial sector (e.g., Hewett et al. 2016).”
Digital marketing: A framework, review and research agenda (2017, neutral): “Hewett et al. (2016) described how social media sites have created a reverberating “echoverse” for brand communication, forming complex feedback loops between firm communications, news media, and user-generated social media.”
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “Regarding the information channels for hedonic purchases, social media has emerged as an influential channel, with 70%– 80% of study respondents reporting that their purchases are affected by the social media posts of companies and friends (eMarketer 2017; Hewett et al. 2016; Kumar et al. 2016).”
Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages (2019, background): “Recent theorizing identifies several content-related predictors of such sharing, including positivity (Berger and Milkman 2012; Hewett et al. 2016), interactivity, vividness (de Vries, Gensler, and Leeflang 2012), and media persuasiveness (Stephen, Sciandra, and Inman 2015).”
Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities (2019, background): “, Hewett et al. 2016; Pfeffer, Zorbach, and Carley 2014). Although we believe our findings have broad applicability, managing online firestorms is a vast and largely neglected field of research that is of critical importance to managers. Thus, it is important to recognize some limitations of our stu”
A strategic framework for artificial intelligence in marketing (2020, background): “…tweets), including explicit and implicit language and discourse patterns, can be analyzed to understand consumer responses using their own language (Hewett et al. 2016; Humphreys and Wang 2018; Ordenes et al. 2017), the interaction between conversational AI and customers can be enhanced by…”