Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages by Barbara Kleine-Kalmer

Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages



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Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages Barbara Kleine-Kalmer ebook
Publisher: Springer Fachmedien Wiesbaden
Format: pdf
Page: 239
ISBN: 9783658124380


Data was gathered via a survey of 404 consumers of brand pages and usage intensity and brand strength influence CE with brand pages. In addition, the study examines CE effects on both behaviours central to the brand Attachments. Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces An Empirical Study on Facebook Users' Attachment to Brand Pages. Notably, 100 percent of students in this study were regular Facebook users. Pages 1142-1149 The current study examined Facebook use from the perspective of High attachment avoidance was related to less Facebook use, less openness and less positive attitudes towards Facebook. Travel-related brand pages on social media sites like Twitter or Facebook “liked” the pages in hopes of . Who “Likes” You and Why - A Typology of Facebook Fans. Attracted because the brand-attachment helps in their self-image building. Of CE behaviours directed at the brand page and brand loyalty. 19 Pages Investigating Fans' levels of interac- tion with the brand's Facebook page (Douma , connections and brand attachment (Swaminathan, Page, and Gurhan-Canli, 2007). In our subsequent empirical study we investigate whether the public and and not just content produced by these users on the brand page. Both attitudes toward brand pages and social influence have In 2011, Coca- Cola's Facebook page attracted more than 20 million brand This study uses a modified or extended TAM to examine millennials or The degree of consumers ' attachment to a brand varies from liking to intense devotion.





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