Determinants of Brand Recall in Social Networking Sites

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dc.authoridVarnali, Kaan/0000-0002-9731-6532;
dc.authorwosidVarnali, Kaan/N-8826-2018
dc.authorwosidGorgulu, Vehbi/AAF-4150-2021
dc.authorwosidgorgulu, vehbi/AAG-3019-2021
dc.contributor.authorVarnali, Kaan
dc.contributor.authorGorgulu, Vehbi
dc.coverage.doi10.4018/978-1-5225-1686-6
dc.date.accessioned2024-07-18T20:50:43Z
dc.date.available2024-07-18T20:50:43Z
dc.date.issued2017
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.4018/978-1-5225-1686-6.ch007
dc.identifier.endpage153en_US
dc.identifier.isbn978-1-5225-1687-3
dc.identifier.isbn978-1-5225-1686-6
dc.identifier.scopus2-s2.0-85141008712en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage124en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-5225-1686-6.ch007
dc.identifier.urihttps://hdl.handle.net/11411/8198
dc.identifier.wosWOS:000411341400009en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIgi Globalen_US
dc.relation.ispartofStrategic Uses of Social Media for Improved Customer Retentionen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectWord-Of-Mouthen_US
dc.subjectStructural Equation Modelsen_US
dc.subjectSource Credibilityen_US
dc.subjectConsumeren_US
dc.subjectRecognitionen_US
dc.subjectInformationen_US
dc.subjectEngagementen_US
dc.subjectTrusten_US
dc.subjectSelfen_US
dc.subjectKnowledgeen_US
dc.titleDeterminants of Brand Recall in Social Networking Sites
dc.typeBook Chapter

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