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EXPRESS: Leveraging Co-Followership Patterns on Social Media to Identify Brand Alliance Opportunities
Journal of Marketing ( IF 12.9 ) Pub Date : 2022-02-14 , DOI: 10.1177/00222429221083668
Pankhuri Malhotra , Siddhartha Bhattacharyya

The use of co-branding and brand extension strategies to access new markets has been a topic of significant interest. However, surprisingly few studies have examined cross-category connections of brands using publicly available digital footprints. In this study, the authors introduce a new, scalable automated approach for identifying potential co-branding and brand extension opportunities using brand networks derived from publicly available Twitter followership data. The digital user-brand relationship, established through followership activity, is regarded as an expression of interest towards the brand. Common followership patterns between brands are then extracted to capture co-interest between those brands’ audience. By utilizing the co-interest patterns, the approach seeks to derive cross-category brand–brand and brand–category connections, which can serve as important measures for assessing co-branding and extensions opportunities. This paper introduces a new construct, transcendence, which measures the extent to which a brand’s followers overlap with those of other brands in a new category. The analysis in this paper is conducted at different points in time to help managers track shifts in brand transcendence.



中文翻译:

EXPRESS:利用社交媒体上的共同追随者模式来识别品牌联盟机会

使用联合品牌和品牌延伸战略来进入新市场一直是人们非常感兴趣的话题。然而,令人惊讶的是,很少有研究使用公开可用的数字足迹检查品牌的跨类别联系。在这项研究中,作者介绍了一种新的、可扩展的自动化方法,用于使用来自公开可用的 Twitter 关注数据的品牌网络来识别潜在的联合品牌和品牌扩展机会。通过追随活动建立的数字用户-品牌关系被视为对品牌的兴趣表达。然后提取品牌之间的共同追随者模式,以捕捉这些品牌受众之间的共同兴趣。通过利用共同利益模式,该方法寻求获得跨品类的品牌-品牌和品牌-品类联系,这可以作为评估联合品牌和扩展机会的重要措施。本文介绍了一个新的概念,超越,它衡量一个品牌的追随者与新类别中其他品牌的追随者的重叠程度。本文的分析是在不同的时间点进行的,以帮助管理者跟踪品牌超越的转变。

更新日期:2022-02-14
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