Say yes to Facebook and get your customers involved! Relationships in a world of social networks
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://ciencia.iscte-iul.pt/public/pub/id/18027 http://hdl.handle.net/10071/8236 |
Resumo: | This article investigates the role of Facebook in the establishment of relationships between brands and their fans, extending the link between relationship marketing and online consumer behavior. We explore what drives a user to connect with a brand profile on Facebook, to participate and interact with the community, and to share content published by brands on their own personal walls. To understand this relationship, we employed both qualitative and quantitative research techniques. The qualitative study was based on in-depth interviews of online marketing specialists and on a focus group comprised of Facebook users who were brand followers. The quantitative study was based on a structured questionnaire, which gathered responses from 650 Facebook brand followers. Results show that while Facebook users are willing to connect to brands on Facebook, they do not seem to interact or to frequently share brand content themselves. As a consequence, brands must strategize to establish a relationship with their brand profile fans. |
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Say yes to Facebook and get your customers involved! Relationships in a world of social networksBrandFacebookOnline Consumer BehaviourSocial NetworksThis article investigates the role of Facebook in the establishment of relationships between brands and their fans, extending the link between relationship marketing and online consumer behavior. We explore what drives a user to connect with a brand profile on Facebook, to participate and interact with the community, and to share content published by brands on their own personal walls. To understand this relationship, we employed both qualitative and quantitative research techniques. The qualitative study was based on in-depth interviews of online marketing specialists and on a focus group comprised of Facebook users who were brand followers. The quantitative study was based on a structured questionnaire, which gathered responses from 650 Facebook brand followers. Results show that while Facebook users are willing to connect to brands on Facebook, they do not seem to interact or to frequently share brand content themselves. As a consequence, brands must strategize to establish a relationship with their brand profile fans.Elsevier2014-12-29T11:34:36Z2014-01-01T00:00:00Z20142014-12-29T11:32:49Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://ciencia.iscte-iul.pt/public/pub/id/18027http://hdl.handle.net/10071/8236eng0007-6813Pereira, H.Salgueiro, M. F.Mateus, I.info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:59:13Zoai:repositorio.iscte-iul.pt:10071/8236Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:31:02.554396Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
title |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
spellingShingle |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks Pereira, H. Brand Online Consumer Behaviour Social Networks |
title_short |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
title_full |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
title_fullStr |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
title_full_unstemmed |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
title_sort |
Say yes to Facebook and get your customers involved! Relationships in a world of social networks |
author |
Pereira, H. |
author_facet |
Pereira, H. Salgueiro, M. F. Mateus, I. |
author_role |
author |
author2 |
Salgueiro, M. F. Mateus, I. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Pereira, H. Salgueiro, M. F. Mateus, I. |
dc.subject.por.fl_str_mv |
Brand Online Consumer Behaviour Social Networks |
topic |
Brand Online Consumer Behaviour Social Networks |
description |
This article investigates the role of Facebook in the establishment of relationships between brands and their fans, extending the link between relationship marketing and online consumer behavior. We explore what drives a user to connect with a brand profile on Facebook, to participate and interact with the community, and to share content published by brands on their own personal walls. To understand this relationship, we employed both qualitative and quantitative research techniques. The qualitative study was based on in-depth interviews of online marketing specialists and on a focus group comprised of Facebook users who were brand followers. The quantitative study was based on a structured questionnaire, which gathered responses from 650 Facebook brand followers. Results show that while Facebook users are willing to connect to brands on Facebook, they do not seem to interact or to frequently share brand content themselves. As a consequence, brands must strategize to establish a relationship with their brand profile fans. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-12-29T11:34:36Z 2014-01-01T00:00:00Z 2014 2014-12-29T11:32:49Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ciencia.iscte-iul.pt/public/pub/id/18027 http://hdl.handle.net/10071/8236 |
url |
https://ciencia.iscte-iul.pt/public/pub/id/18027 http://hdl.handle.net/10071/8236 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0007-6813 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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