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Browsing Research Articles (Marketing Management) by Subject "Facebook"
Now showing items 1-13 of 13
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(Emerald, 2021-02)PURPOSE : The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines ...
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(Routledge, 2020-04)Regardless of the growth in social media and social network advertising (SNA), little theoretical and empirical knowledge exists on the differences between countries, and the perceptions and attitudes towards social network ...
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(Inderscience, 2019-10)For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries ...
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(SNSPA - Facultatea de Comunicare și Relații Publice, 2019-07)Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research ...
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(Elsevier, 2020-03)Social network use is a global phenomenon, with Facebook taking prime position as preferred social network service. Use of Facebook is huge in developed and developing economies, yet the immense marketing potential of ...
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(Emerald, 2019-10)PURPOSE : This two-country comparative study’s purpose is to investigate antecedents to, and the consequences of a sense of belonging to a firm’s Facebook community. DESIGN/METHODOLOGY/APPROACH : The model was grounded ...
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(University of Johannesburg, 2016-04-04)ORIENTATION : This research examined the influence of motives and engagement on brand attitudes and the influence thereof on buying intentions in the context of online social media brand communities. RESEARCH PURPOSE : ...
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(Elsevier, 2017-05)PURPOSE : The paper aims to assess which aspects of online privacy concern and reported privacy behavior predict Facebook usage intensity. DESIGN / METHODOLOGY / APPROACH : The data were obtained by collecting 598 surveys ...
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(Better Advances Press, 2017)Online social networking sites, such as Facebook, have become an integral part of society –mainly due to a need for social engagement. Unfortunately, cyber-related crimes have increased owing to individuals displaying ...
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(Routledge, 2019)Since consumers are increasing their participation in social network sites (SNSs), more companies and brands are using SNSs to strategically communicate with consumers. This study investigates how brands' social network ...
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(Inderscience, 2021-02)Consumers are moving towards social networking technologies as an alternative channel for shopping. This research extended the technology acceptance model (TAM) to investigate the factors that predict Facebook users' ...
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(University of Johannesburg, 2014-11-12)ORIENTATION : Students’ membership and participation in social networking sites, such as Facebook, has increased in recent years. RESEARCH PURPOSE : The study examined students’ access to social network sites and ...
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(AOSIS Open Journals, 2018-06-05)BACKGROUND : Facebook has become one of the most popular advertising platforms on social media. It is therefore important for social media marketers and researchers to have an understanding of the predictors of Facebook ...
Now showing items 1-13 of 13