New PDF release: Brand Page Attachment: An Empirical Study on Facebook Users’

By Barbara Kleine-Kalmer

ISBN-10: 3658124385

ISBN-13: 9783658124380

ISBN-10: 3658124393

ISBN-13: 9783658124397

Barbara Kleine-Kalmer analyses the influence of branding in social networks and introduces the build of brand name web page attachment. at the foundation of a accomplished quantitative learn she validates the build as correct for consumer habit and investigates which tools and antecedents effect model web page attachment. via those conceptually and empirically profound analyses, the writer detects attention-grabbing implications for the administration of manufacturers within the context of social media.

Show description

Read or Download Brand Page Attachment: An Empirical Study on Facebook Users’ Attachment to Brand Pages PDF

Best nonfiction_13 books

Suppression and Regulation of Immune Responses: Methods and - download pdf or read online

This moment quantity expands upon the former variation with new examine and goals in immunoregulation and immune tolerance. Chapters conceal themes starting from new molecular and mobile mechanisms of tolerance; iteration and characterization of mice regulatory macrophages; contemporary advances within the therapy of immune-mediated inflammatory issues; and novel mechanisms and healing views on meals bronchial asthma.

Download e-book for kindle: ICTs in Developing Countries: Research, Practices and Policy by Bidit Dey, Karim Sorour, Raffaele Filieri

ICTs in constructing nations is a suite of conceptual and empirical works at the adoption and affects of ICT use in constructing societies. Bringing jointly quite a lot of disciplines and members, it deals a wealthy exam of electronic divide and ICT for improvement either by way of contextual info and disciplinary views.

Master the Rubik Cube Easily - download pdf or read online

So one can have the capacity to galvanize humans by way of having the ability to end a dice, purchase this e-book. Youll simply easy methods to overcome the dice in under five mins each time. My common is ready 3 and a part mins, and that i merely do it to provoke humans. in the event you research extra of the strikes, you definitely can end it in forty five seconds, its not only a revenues pitch, its attainable.

Additional resources for Brand Page Attachment: An Empirical Study on Facebook Users’ Attachment to Brand Pages

Example text

3 37 The concept of brand pages Brand pages can be defined as sites that are set up by brands within social networks. Any user gains access to a brand page. 209 Other brand pages are just like bulletin boards with no interaction at all. Still, they might be able to establish bonds with their audience through informative content. g. Facebook). Therefore, the media is neither owned by the brand nor the users. 4 Gaps in current research evaluating brand pages The relevance of social media for brand management has been questioned many times.

235 Cf. BURMANN/HALASZOVICH/HEMMANN (2012), p. 36. Theoretical foundations 46 Continuity: Essential characteristics of a brand have to be maintained over time. An identity is formed through a set of attributes that define the essence of a brand’s character. These core attributes should be preserved over time. Otherwise the identity loses its foundation. Those core attributes should come to life at all relevant brand touch points that consumers experience. In addition, there are auxiliary attributes that help expressing the brand’s identity but are not as substantial and might therefore change over time.

97 Their common goal is to explain user activity. To measure this, the term engagement98 was coined, sometimes also phrased as participation99. 101 The reasons for low participation have not been elucidated so far and are an important field of research. 94 Cf. SMIT/NEIJENS (2011), pp. 124 et seqq. 95 The brand community research identifies consumer activity as the key to success. In this context, the concept of customer engagement was introduced. The Marketing Science Institute put customer engagement on their list of research priorities for 2010-2012 within the research area “understanding customer experience and behaviour”.

Download PDF sample

Brand Page Attachment: An Empirical Study on Facebook Users’ Attachment to Brand Pages by Barbara Kleine-Kalmer

by Charles

Rated 4.64 of 5 – based on 45 votes