Brand Performances in Social Media

By Sangeeta Singh, Stephan Sonnenburg. 2012

373 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/b0fd670692262db7a37afaf4cf1e26746178e2a5

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Citations in the corpus

Narrative, transportation and advertising (2015, background): “At a base level, brand stories provide advertisers with an opportunity to communicate and model how consumers can use their products to create meaning, in a manner that is simultaneously entertaining and engaging (Singh and Sonnenburg 2012).”
Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2019, background): “As such, DCM delivers value to these individuals and thereby facilitates subsequent two-way communication with them (e.g. via social media; Koiso-Kanttila 2004; Singh and Sonnenburg 2012).”
Determinants of social media adoption by B2B organizations (2015, background): “…b) social media platforms are neither owned by companies nor are they within companies’ control (Christodoulides, 2009), and c) socialmedia content is usually jointly generated by organizations and external stakeholders such as prospective and existing customers (Singh & Sonnenburg, 2012).”
Harnessing marketing automation for B2B content marketing (2016, background): “Harvard Business Review, 90(7-8), 60–68. Advertising age. (2014). Only 16% of B2B Companies Use Marketing Automation: Study. 27 May 2014. Available at: http://adage.com/article/btob/16-b2b-companies-marketing-automation-study/293410/ [Accessed 16 February 2015] Ahearne, M., Hughes, D., & Schillewaer”
Exploring Social Media Engagement Behaviors in the Context of Luxury Brands (2018, background): “…networks, blogs, and communities, consumers inevitably contribute to both the content of brand narrative and the process of brand storytelling (Singh and Sonnenburg 2012), effectively cocreating brand meaning alongside firms and other brand stakeholders (Von Wallpach, Hemetsberger, and…”
Exploring How Video Digital Storytelling Builds Relationship Experiences (2016, background): “…that storytelling, and specifically video digital storytelling, favors the occurrence of consumer relationship experiences since “stories can help build awareness, comprehension, empathy, recognition, recall, and provide meaning to the brand” (Singh and Sonnenburg, 2012, p. 189).”
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “Singh and Sonnenburg (2012) proposed using “improvisational theatre” to demonstrate that via social media the brand owners not only tell brand stories, but also co-create the brands in association with others.”