CORPORATE BRANDING AND SOCIAL MEDIA: KEY FINDINGS FOR DUTCH CONSUMERS Theo Araujo

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1 CORPORATE BRANDING AND SOCIAL MEDIA: KEY FINDINGS FOR DUTCH CONSUMERS Theo Araujo

2 BEOORDEEL DEZE LEZING VIA DE MIE2018 APP! Geef direct na deze lezing jouw beoordeling. Zoek de lezing op via Programma en klik op de roze button Beoordeling invullen onderaan de lezing. Geef hier jouw cijfer. De score wordt daarna bekend gemaakt op het MIE Winter Paradeplein en in de MIE2018 app onder Beoordelingen. Let op: Mobiel uit of op stil! Veel plezier!

3 CORPORATE BRANDING AND SOCIAL MEDIA: KEY FINDINGS FOR DUTCH CONSUMERS Theo Araujo

4 SWOCC: kennis over merken Wetenschappelijk onderzoek naar merken en communicatie Maakt kennis toegankelijk voor publiek 65 publicaties (4 per jaar) Lezingen en symposia Blogs, artikelen en interactieve website Stichting gesteund door de praktijk Meeste content exclusief voor begunstigers

5 About myself Assistant Professor in Corporate Communication Main research interests: Corporate Branding, Social Media and Conversational Agents (AI) Results presented here were commissioned by SWOCC to investigate relevance of Corporate Branding for Consumers

6 Overall context SWOCC research project: What is the added value of corporate branding towards consumers? What does scientific research tell us? Literature Review ( ) What is important for Dutch consumers? Consumer Survey (N = 1269) What is the role of social media? Content and Network Analysis (FB, Twitter) Our focus today

7 Agenda Corporate branding: some context What consumers say How relevant is corporate branding? What consumers and companies do Activities on social media How consumers and companies interact The groups that emerge in the network

8 Corporate branding Some context House of Brands & Endorsed Branded House & Monolithic Corporate brand dominance

9 Corporate branding Some context Corporate branding strategy Corporate brand dominance Reputation & Image CSR associations Other stakeholders Corporate ability associations

10 What Dutch consumers say Results of the consumer survey

11 Survey design Representative sample of Dutch adult population (age, gender, education) What did we ask? Brand perceptions Corporate perceptions

12 Brands included in the survey Survey covered 24 brands listed in the top onmisbare merken ranking Across 6 industry segments Different branding strategies & levels of corporate brand dominance

13 What influences Corporate Brand Relevance? Customer segment Product-related Corporate-related perceptions Demographics (age, gender, income, education) Product involvement CSR association Corporate Brand Knowledge Price sensitivity Perceived purchase risk CA association Corporate Brand Evaluation - Self Support for Sustainable Biz Product brand knowledge C-C identification Corporate Brand Evaluation (social media) Results for endorsed/house of brands strategy.

14 What influences Product Brand Attitudes? Customer segment Product-related Corporate-related perceptions Demographics (age, gender, income, education) Product involvement CSR association Corporate Brand Knowledge Price sensitivity Perceived purchase risk CA association Corporate Brand Evaluation - Self Support for Sustainable Biz Product brand knowledge C-C identification Corporate Brand Evaluation (news & social media) When all brands are considered. Book discusses differences per strategy.

15 What Dutch consumers do Results of the content analysis

16 Some background: How consumers experience Social media SWOCC Socialmediabelevingsonderzoek, 2016

17 What consumers do? Main themes Using the corporate brand to complain or protest Requesting direct help from the company (bypassing brand) Highlighting corporate complexity

18 What consumers (stakeholders) do? Additional themes (compared to FB) News about the company (brand-related) Employer branding Sales, promotions and spam

19 What companies do? Main themes Leveraging CSR associations Leveraging CA associations Clarifying corporate portfolio

20 How do Dutch consumers and companies interact Results of the network analysis

21 Network analysis Analysis of one month of activity around 8 large Dutch companies See the interactive visualizations:

22 Takeaways

23 Takeaways 1. Social media relevant for Dutch consumers: what they read online influences corporate brand relevance and product attitudes 2. Not so much actual consumer activity (linking corporate and product brands), but when it exists, it is often negative (complaints, protests) 3. Company can influence: Social media account architecture influences the shape of the network

24 Meer informatie over het project ontvangen? Ga naar om je in te schrijven voor de SWOCC nieuwsbrief.

25 BEOORDEEL DEZE LEZING VIA DE MIE2018 APP! Geef direct na deze lezing jouw beoordeling. Zoek de lezing op via Programma en klik op de roze button Beoordeling invullen onderaan de lezing. Geef hier jouw cijfer. De score wordt daarna bekend gemaakt op het MIE Winter Paradeplein en in de MIE2018 app onder Beoordelingen. Bedankt voor jouw beoordeling en aanwezigheid!