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doi:10.22028/D291-31965
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: | https://www.sciencedirect.com/science/article/abs/pii/S0747563218300396 |
Link to this record: | hdl:20.500.11880/29570 http://dx.doi.org/10.22028/D291-31965 |
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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