Brand Page Attachment - E-book

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Brand Page Attachment - ENG

An Empirical Study On Facebook Usersâ€™ Attachment To Brand Pages

Barbara Kleine-Kalmer

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Sinopsis

ISBN:	9783658124397
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2016-01-22

Barbara Kleine-Kalmer analyses the impact ofÂ branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive quantitative study she validates the construct as relevant for user behavior and investigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media.

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