KOREASCHOLAR

CORPORATE BRAND POSTS ON FACEBOOK THE ROLE OF INTERACTIVITY, VIVIDNESS, AND INVOLVEMENT

Markus Kick
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/270939
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.120-125
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

By means of a field experiment, corporate brand posts on Facebook are analyzed regarding their effect on brand fans’ post recall capability, attitude toward the brand, and purchase intention. Results indicate that Facebook brand posts are able to positively influence fans’ attitude toward the brand. A significant interaction effect between the level of product involvement and the degree of brand posts’ interactivity and vividness is found. Implications for marketing research and practitioners are discussed.

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Author
  • Markus Kick(Ludwig-Maximilians-Universität Munich)