Add to ORKGIn recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality type. Aaker (1997) outlined five distinct dimensions of brand personality, and a pilot test was conducted to first evaluate the ma...
Purpose – This study attempts to identify the brand personality dimensions that American firms inte...
Social media marketing has gained tremendous attention in recent years and has become a powerful too...
As consumers are increasingly utilizing the social network and media platforms for prepurchase infor...
In recent years, business has leapt on to the social media marketing bandwagon. However, many have l...
Advertising and marketing managers understand that not all brands need to be on social media, but wh...
Advertising and marketing managers understand that not all brands need to be on social media, but wh...
Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer bran...
Despite the increasing use of social media sites to engage consumers, the consumer brand engagement ...
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet t...
For decades, marketers have applied brand personality to brands and organisations in order to facili...
Brand personality has been shown to affect a variety of user behaviors such as individual preference...
Building a brand is a long-term process and it also applies to the world of social media. It is said...
Social media marketing has gained tremendous attention in recent years and has become a powerful too...
The recent expansion of social media has resulted in marketing researchers displaying increased inte...
As consumers are increasingly utilizing the social network and media platforms for prepurchase infor...
Purpose – This study attempts to identify the brand personality dimensions that American firms inte...
Social media marketing has gained tremendous attention in recent years and has become a powerful too...
As consumers are increasingly utilizing the social network and media platforms for prepurchase infor...
In recent years, business has leapt on to the social media marketing bandwagon. However, many have l...
Advertising and marketing managers understand that not all brands need to be on social media, but wh...
Advertising and marketing managers understand that not all brands need to be on social media, but wh...
Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer bran...
Despite the increasing use of social media sites to engage consumers, the consumer brand engagement ...
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet t...
For decades, marketers have applied brand personality to brands and organisations in order to facili...
Brand personality has been shown to affect a variety of user behaviors such as individual preference...
Building a brand is a long-term process and it also applies to the world of social media. It is said...
Social media marketing has gained tremendous attention in recent years and has become a powerful too...
The recent expansion of social media has resulted in marketing researchers displaying increased inte...
As consumers are increasingly utilizing the social network and media platforms for prepurchase infor...
Purpose – This study attempts to identify the brand personality dimensions that American firms inte...
Social media marketing has gained tremendous attention in recent years and has become a powerful too...
As consumers are increasingly utilizing the social network and media platforms for prepurchase infor...