Incentivizing Consumer Sharing in Social Media: The Role of Brand Personality

摘要

The rise of social media websites and the increasing cocreation of brand stories are good news for marketers as it allows brands to interact more closely with their customers and to leverage the power of consumers to spread marketing messages. However, many brands suffer from low consumer contribution to their social media channels. This problem may be partly addressed by providing proper incentives to encourage consumer contribution and sharing. To this end, this research aims to answer the question of how companies can target different brand personality with different incentives to maximize consumer sharing through social media.