Creating Brand Performance with Social Media: An Abstract

Wolfgang Weitzl, Ardion Beldad, Sabine Einwiller, Robert Zniva

Research output: Chapter in Book/Report/Conference proceedingsChapterpeer-review

Abstract

In the light of the growing popularity of Facebook brand fan pages as important channels for brand communication and consumer-brand interactions, understanding how consumers’ perceptions of these pages impact customer-based brand equity is certainly a critical research point. The research described in this paper uses Keller and Lehmann’s (2003) brand value chain as a theoretical foundation and adapts it to the social media context. This enables us to investigate the role of multiple brand fan page characteristics in triggering consumer engagement and in forming a favourable consumer-brand mindset. Specifically, we study the impact of perceived vividness, interactivity, information and entertainment value of brand posts’ content, as well as the positive brand fans’ comments on consumer engagement, brand awareness, image and attitude. Preliminary results show that consumer-oriented brand fan pages can translate into positive brand outcomes such as loyalty and recommendation.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer
Pages1329
Number of pages1
DOIs
Publication statusPublished - 2017
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

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