Please use this identifier to cite or link to this item: doi:10.22028/D291-31965
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Title: Investigating the role of identification for social networking Facebook brand pages
Author(s): Popp, Bastian
Wilson, Bradley
Language: English
Title: Computers in human behavior
Volume: 84
Startpage: 141
Endpage: 152
Publisher/Platform: Elsevier
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:
Link to this record: hdl:20.500.11880/29570
ISSN: 0747-5632
Date of registration: 25-Aug-2020
Faculty: HW - Fakultät für Empirische Humanwissenschaften und Wirtschaftswissenschaft
Department: HW - Wirtschaftswissenschaft
Professorship: HW - Prof. Dr. Bastian Popp
Collections:SciDok - Der Wissenschaftsserver der Universität des Saarlandes

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