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Brand-generated social media content and its differential impact on loyalty program members

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Abstract

Social media and loyalty programs are mainstays of contemporary marketing, but despite their prominence—and their potential synergies—the two are seldom researched together. Here, drawing on the heuristic-systematic model, we theorize and demonstrate that the dimensions of customer experience in brand-generated social media content lead to different sales responses from loyalty program and non-loyalty program customers. Based on several thousand social media posts connected to both loyalty and non-loyalty program sales, we show that relational and intellectual content have greater effects in driving sales to loyalty program members while behavioral content drives greater sales to non-loyalty program members. These findings improve our understanding of the financial outcomes of social media tactics, providing researchers and marketers with an understanding of the differences in responses across customer groups and a framework to optimize social media content.

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Notes

  1. Importantly, the firm did not conduct member-only events. That is, the same offerings were available to both loyalty and non-loyalty program customers.

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Acknowledgements

The authors thank Editor Mark Houston, the Associate Editor and three reviewers for their extremely thoughtful comments on previous versions. Of course, any remaining errors are the authors’ responsibility. This research was conducted as part of research projects supported by the Spanish Government PID2020-118425RB-I00/AEI/https://doi.org/10.13039/501100011033, the Government of Aragon and the European Regional Development Fund (GENERES, Group S54). We gratefully acknowledge this support.

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  1. Department of Marketing, University of Zaragoza, Gran Vía 2, 50005, Zaragoza, Spain

    Blanca I. Hernández-Ortega & José Franco

  2. Poole College of Management, North Carolina State University, Campus Box 7229, Raleigh, NC, 27695-7229, USA

    Michael A. Stanko & Rishika Rishika

  3. Department of Management and Finance, University of Murcia, Campus de Espinardo, 30100, Murcia, Spain

    Francisco-Jose Molina-Castillo

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  1. Blanca I. Hernández-Ortega
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Hernández-Ortega, B.I., Stanko, M.A., Rishika, R. et al. Brand-generated social media content and its differential impact on loyalty program members. J. of the Acad. Mark. Sci. 50, 1071–1090 (2022). https://doi.org/10.1007/s11747-022-00869-4

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