Reference : Brand commitment on brand pages in a Social Networking Site context
Scientific congresses and symposiums : Unpublished conference
Business & economic sciences : Marketing
http://hdl.handle.net/2268/118927
Brand commitment on brand pages in a Social Networking Site context
English
Dessart, Laurence mailto [> >]
Brandt, Céline mailto [Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Marketing général >]
Pahud de Mortanges, Charles mailto [Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Marketing général >]
Mar-2011
Yes
International
The Thought Leaders International Conference on Brand Management
March 10-12, 2011
USI - Universita della Svizzera Italiana
Lugano
Swizerland
[en] Brand Management ; Online Social Networks & Brand Communities ; Brand commitment
[en] Social Networking Sites (SNS) provide a new platform for consumer/brand interaction on the Internet. On SNS, firms have the opportunity to create and manage a “brand page” in order to interact with SNS members. Brand pages allow interaction between the members of the page, as well as interaction between the members and the brand, namely brand tribalism and brand relationship. This paper investigates the functioning of SNS as a new platform for brand communities, integrating both consumer-brand relationship and brand communities. More specifically, we aim to understand the impact of brand-managed communities embedded in SNS on brand page commitment and brand commitment. Results show that members’ freedom of expression and recognition for contribution on the brand page impact positively brand pages commitment, which in turn impacts brand commitment. Consequently, brand commitment influences the members’ intention to generate positive word-of-mouth about the brand and willingness to engage in co-production.
HEC ULg
Social networks in marketing: Relationship between online behavior and offline benefits for the company
Researchers ; Professionals ; Students
http://hdl.handle.net/2268/118927

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