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Targets
• Effectiveness of Social Media on Corporate
Reputation
• Reputation Measurement Model for Greek
firms.
• Reputation relationship with Brand
Identification.
• How marketers can take advantage of Social
Media?
Literature Review
• Attractiveness provides guidance in defining aspects
of likeability (Nguyen et. al, 2013).
• Likeability and competence as parameters of a
measurement model, which explain corporate
reputation (Schwaiger, 2004; Zhang & Schwaiger,
2009).
• Social media have a huge impact on corporate
reputation (Kaul & Chaudhri, 2015) and offer
potential benefits for reputation management (Rokka
et. al, 2014).
• A bad reputation may be a proxy measure of disliked
firms and a good reputation might mean a likeable
firm (Nguyen et. al, 2013).
Conceptual Framework
Social Media
Brand Likeability
Brand Attractiveness
Brand Competence
Corporate
Reputation
Brand Identification
H1
H4 H3
H5 RQ5a
H2
Brand Likeability
Research Questions
• Facebook, Instagram or Twitter to create and maintain reputation?
• Specific content? Attractive brand
• Specific model of strategy?
• ‘Like’, ‘Follow’ or a Re-Tweet to earn reputation?
• Is Corporate Reputation positively related to Brand Identification?
• Social Media Higher consumer involvement?
FMCG Industry
• Products sell quickly at low-cost
• Mainly non-durable products
• Enormous marketplace
• One of the hardest industries
• Low involvement
Methodology
• Qualitative Research
– Content Analysis of
Social Media
brands’ pages.
– Facebook,
Instagram &
• Quantitative Resarch
– Survey Research with
online Questionnaire
– Questions about
likeability, competence,
attractiveness and
identification
– 5-point & 7-point
Likert
– 140 individuals
participated
Selected Brands
• Snacks & Candies
• Soft Drinks (Refreshments & Beverages)
• Beers & Spirits
• Food Products
Limitations of Research
• All brands awarded for their Social Media
presence in Greece.
• This study’s measurement model is
exclusively based on Schwaiger’s Model
– Corporate Reputation is affected by Brand
Likeability and Brand Competence
Content Analysis – Similar Content
• Brand name as a Username
– Most of the brands including references to
Greece, like GR
• Logo as a profile picture
• Showcasing products in Cover Photo (or
Header Image on Twitter)
• Shared postings
– Contests, events
– Creative photos or videos
– Including Internet trends, like ‘hashtags’
Differences between Social Networks’
pages
• Insignificant Profile Picture
• Enhancing postings with creative text
• Use of Bio to promote events or products
and not to share the brand’s history
• Not a single Pinned Tweet, but the latest
ones on top of the page
Social Media Followers
Brand NameFacebook
Likes
Oreo 42.470.138
Nescafe 34.162.054
Kit-Kat 25.704.283
Heineken 21.734.440
Maggi 15.555.057
Brand NameFollows on
Oreo 2.000.000
Heineken 194.000
Amita Motion 32.400
Kit-Kat 5.057
Horio 3.721
Brand NameFollows on
Oreo 822.000
Kit-Kat 340.000
Nescafe 40.300
Barilla 24.000
Halls 16.200
Brand Name
Likes
progress
(%)
Schweppes 1,41%
Maggi 0,64%
Heineken 0,37%
Nescafe 0,27%
Mythos 0,24%
Brand NameFollowers
progress (%)
Horio 9,96%
Oreo 5,26%
Schweppes 4,95%
Kings 4,08%
Nescafe 3,33%
Brand NameFollowers
progress (%)
Nescafe 1,77%
Nestle Ice-Creams 1,42%
Maggi 1,42%
Barilla 0,84%
Heineken 0,69%
*progress made from 20/9/2016 to 6/10/2016
Checking the hypotheses (1)
• Brand Likeability and Brand Competence are
positively related to Corporate Reputation, according
to correlations made between their six variables (H3
and H5 are accepted)
Checking the hypotheses (2)
• Brand Attractiveness is not related to Corporate
Reputation of FMCG Firms, so Hypothesis 1 is
rejected.
Checking the hypotheses (3)
• Variables of Brand Likeability are strongly related
with variables of Brand Attractiveness, so
Hypothesis 4 is also accepted.
Social Media & Reputation Indexes
• Brands which are most followed on social media tend
to be more reputable, so social media can affect
corporate and brand reputation (H2 is accepted).
Brand Name Rep. Index
Barilla 15,5562
Trident 15,3579
Kit-Kat 13,8699
Amita Motion 13,3680
Ivi 13,2112
Oreo 13,1501
Nescafe 13,0073
Halls 11,9853
Nestle Ice-
Creams11,8446
Maggi 11,8030
Tsakiris Chips 11,2625
Horio 11,1776
Algida
Cornetto10,5752
Kings 9,3585
Bubbaloo 9,0835
Schweppes 8,3966
Firm Firm Index
Barilla 15,5562
PepsiCo 13,2112
Nestle 12,6312
Mondelez
International 12,3942
Minerva 11,1776
Coca-Cola Hellenic
11,0090
Unilever-Elais 10,5752
ELBISCO 9,3585
Reputation Measurement Model
where a,b,c,d,e,f the coefficients produced by Principal
Component Analysis
id[x], miss[x], like[x]: Brand Likeability variables
Compet[x], respect[x], premium[x]: Brand Competence
variables
Answering the research questions
• Instagram and Twitter are more effective in
maintaining Reputation than Facebook.
• A ‘follow’ on Instagram can be more important on
building reputation than other engaged actions.
• There is not any specific model of social media
strategy, that makes a brand more attractive.
• ‘Hashtags’ and creative postings can be more
attractive on social media.
• Social media can involve consumers to FMCG
brands, which are rated as low-involvement ones.
Corporate Reputation & Brand
Identification
• Corporate reputation is a
precedent of Brand
Identification
• People are affected by a
firm’s reputation, while
purchasing FMCG products.
Other conclusions
• Social media can not show directly how much
reputable is a firm or a brand, as disparate consumers’
perceptions are not considered on ‘likes’ numbers.
• Most people do not prefer to ‘follow’ brands on
social media (79,3%) or they have forgotten that they
follow one or more.
– They might follow a brand because of a contest
shared on its page.
– Seasonality may be a reason, that some FMCG
brands are not followed on social media (Autumn
versus Ice Creams/Refreshments/Beers)
Managerial Implications
• Use of Reputation Measurement Model, as marketers
need to compare their brands with other similar ones.
• Investing on other social media than Facebook
– Some brands could take advantage of their
potentials on Instagram and Twitter.
• Confronting seasonality through Facebook
• Keeping pace with today’s trends
• Firms to develop new official pages
• Paying more attention to postings than other features
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