CORPORATE BRAND POSTS ON FACEBOOK THE ROLE OF INTERACTIVITY, VIVIDNESS, AND INVOLVEMENT
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 6페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Markus Kick
영어 초록
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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