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|Title:||Investigating the role of identification for social networking Facebook brand pages|
|Title:||Computers in human behavior|
|Year of Publication:||2018|
|Publikation type:||Journal Article|
|Abstract:||This study highlights the multiple roles of identification in a Facebook context. We differentiate and monitor the impacts of three key targets of identification, specifically, the identification with: a brand’s Facebook page, other users of this Facebook brand page, and identification at the conventional consumer-brand level. In this study, the relevance of each target was investigated with its impact on the level of loyalty to a Facebook brand page and word-of-mouth in favor of this page. Another level was examined at the broader brand level with the constructs of brand loyalty and word-of-mouth brand being integrated. The findings clearly illustrate that each target of identification has varying impacts on overall brand loyalty and word-of-mouth. Additionally, in some cases there is more of a mediated effect through loyalty and word-of-mouth towards the brand’s social networking page. Future researchers should include separate identification targets in new studies. Also, the inclusion of loyalty and word-of-mouth allows numerous managerial diagnostic benefits to be assessed.|
|DOI of the first publication:||10.1016/j.chb.2018.01.033|
|URL of the first publication:||https://www.sciencedirect.com/science/article/abs/pii/S0747563218300396|
|Link to this record:||hdl:20.500.11880/29570|
|Date of registration:||25-Aug-2020|
|Faculty:||HW - Fakultät für Empirische Humanwissenschaften und Wirtschaftswissenschaft|
|Department:||HW - Wirtschaftswissenschaft|
|Professorship:||HW - Prof. Dr. Bastian Popp|
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