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 &

Twitter

• 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

Instagram

Oreo 2.000.000

Heineken 194.000

Amita Motion 32.400

Kit-Kat 5.057

Horio 3.721

Brand NameFollows on

Twitter

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