Determinants of Brand Recall in Social Networking Sites
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Igi Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This research aims to contribute to the understanding of how brand impressions in social networking sites influence brand recall. Further, the relationship between the built-in metrics offered by social networking sites and brand recall are also examined to assess the validity of these metrics as measures of advertising effectiveness. Results indicate a positive relationship between brand recall and self-brand congruence, tie-strength with, trust toward, and perceived popularity of the profile associated with the post, and clicking a link embedded in the post / ad in which the brand appears. On the other hand, there is not a significant difference between the levels of brand involvement, homophily with the profile associated with the post / ad, like-count, and four types of built-in user-interaction options including liking, sharing, posting a comment and tagging among the brands that were successfully retrieved from the memory and those were not.
Açıklama
Anahtar Kelimeler
Word-Of-Mouth, Structural Equation Models, Source Credibility, Consumer, Recognition, Information, Engagement, Trust, Self, Knowledge
Kaynak
Strategic Uses of Social Media for Improved Customer Retention
WoS Q Değeri
N/A
Scopus Q Değeri
N/A
