A brand-new world: brand-endorsers-users fit on social media

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Title	A brand-new world: brand-endorsers-users fit on social media
Authors	Maria Teresa Borges-Tiago, Flavio Tiago, José Manuel Veríssimo, Tiago Silva
Publication date	2019/11/4
Journal	Academia Revista Latinoamericana de Administración
Volume	175
Issue
Pages	162-170
Publisher	Emerald Publishing Limited

Cover of Academia Revista Latinoamericana de Administración

Abstract:	Purpose The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content. Design/methodology/approach This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated. Findings Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand. Originality/value This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks. Purpose The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content. Design/methodology/approach This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated. Findings Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand. Originality/value This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.
Keywords	Celebrity endorsement; social media; tourism; hotels; brand personality; digital branding co-creation
Citation (APA)	Borges-Tiago, M. T., Tiago, F., Veríssimo, J. M., & Silva, T. (2019). A brand-new world: brand-endorsers-users fit on social media. Academia Revista Latinoamericana de Administración, 21(4), 472-486.
DOI	10.1016/j.sbspro.2015.01.1187
Link	http://www.sciencedirect.com/science/article/pii/S1877042815012471