Add to ORKGBrands are increasingly targeting Social Network Sites´ (SNS) massive audiences and incorporating the new media channel in their communication plans. Despite its growing adoption, few research efforts have been devoted to evaluate SNS´ concrete consequences for the brands. In the current study we evaluate SNS´ effects on generating brand awareness and positive brand attitude, two important measures on delivering efficient communication efforts. An online quantitative survey with brand page users of leading brands at Facebook was implemented. Structural equation modeling was used for model estimation. Results have verified a significant, positive and direct impact of brand page participation on brand awareness. Brand attitude also substanti...
In recent years many corporations have become active on social networking sites (SNS). However, our ...
Due to the more effective use of social media tools and the further advancement of the internet, mar...
With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) all...
Due to the development of social media, brands have integrated Social Networking Sites (SNS) as an ...
JEL Classification System: M31 Marketing, M37 AdvertisingThe current research was motivated by the i...
Langaro, D., Salgueiro, M. D. F., & Rita, P. (2020). Users' brand page participation: A new construc...
The current study was motivated by the increasing brand adoption of Social Networking Sites, like Fa...
Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-cr...
The aim of this research is to investigate the effects of social media marketing on brand awareness,...
Researchers and brand managers have limited understanding of the effects social media communication ...
The use of Facebook as a social media platform has been cited to revolutionize the performance of di...
Businesses in today's world are starting to use social media to convey marketing messages. There is ...
This thesis treats the topic of how Social Networking Sites (SNS) influence the users’ purchase inte...
In the last few years, social networks have been winning more and more space in the daily lives of u...
The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based bran...
In recent years many corporations have become active on social networking sites (SNS). However, our ...
Due to the more effective use of social media tools and the further advancement of the internet, mar...
With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) all...
Due to the development of social media, brands have integrated Social Networking Sites (SNS) as an ...
JEL Classification System: M31 Marketing, M37 AdvertisingThe current research was motivated by the i...
Langaro, D., Salgueiro, M. D. F., & Rita, P. (2020). Users' brand page participation: A new construc...
The current study was motivated by the increasing brand adoption of Social Networking Sites, like Fa...
Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-cr...
The aim of this research is to investigate the effects of social media marketing on brand awareness,...
Researchers and brand managers have limited understanding of the effects social media communication ...
The use of Facebook as a social media platform has been cited to revolutionize the performance of di...
Businesses in today's world are starting to use social media to convey marketing messages. There is ...
This thesis treats the topic of how Social Networking Sites (SNS) influence the users’ purchase inte...
In the last few years, social networks have been winning more and more space in the daily lives of u...
The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based bran...
In recent years many corporations have become active on social networking sites (SNS). However, our ...
Due to the more effective use of social media tools and the further advancement of the internet, mar...
With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) all...