Varnali, KaanGorgulu, Vehbi2024-07-182024-07-182017978-1-5225-1687-3978-1-5225-1686-6https://doi.org/10.4018/978-1-5225-1686-6.ch007https://hdl.handle.net/11411/8198This 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.eninfo:eu-repo/semantics/closedAccessWord-Of-MouthStructural Equation ModelsSource CredibilityConsumerRecognitionInformationEngagementTrustSelfKnowledgeBook Chapter2-s2.0-8514100871210.4018/978-1-5225-1686-6.ch007153N/A124N/AWOS:000411341400009