By Barbara Kleine-Kalmer
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.
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Additional resources for Brand Page Attachment: An Empirical Study on Facebook Users’ Attachment to Brand Pages
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”.
Brand Page Attachment: An Empirical Study on Facebook Users’ Attachment to Brand Pages by Barbara Kleine-Kalmer