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The Effect of Brand Intimacy on Consumer Responses: An Application on a Social Media Context

Rediscovering the Essentiality of Marketing, p.209-214

Academy of Marketing Science 2016 ;ISSN: 2363-6165 ;ISBN: 9783319298764 ;ISBN: 3319298763 ;EISSN: 2363-6173 ;EISBN: 3319298771 ;EISBN: 9783319298771 ;DOI: 10.1007/978-3-319-29877-1_46

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  • Title:
    The Effect of Brand Intimacy on Consumer Responses: An Application on a Social Media Context
  • Author: Barcelos, Renato ; Dantas, Danilo ; Sénécal, Sylvain ; Rossi, Carlos
  • Subjects: Consumer Response ; Online Experience ; Purchase Intention ; Social Medium ; Social Presence
  • Is Part Of: Rediscovering the Essentiality of Marketing, p.209-214
  • Description: The increased popularity of such social media as Facebook and Twitter among consumers has opened up opportunities for the development of new business models of online branding and social commerce (Zhou et al. 2013). In particular, consumers look increasingly to social media to form opinions about unfamiliar brands (Newman 2011). However, while social media has been becoming an important tool for branding and customer marketing, there remain many questions concerning the best ways for brands to represent themselves or address their customers in this highly interactive and personal environment of conversation. This important gap in knowledge may be due to the lack of adequate social relationship constructs in many traditional models of electronic commerce (Choi et al. 2011; Liang et al. 2011; Pöyry et al. 2013). New social relationship constructs could improve understanding of the consumer responses to marketing stimuli in the social media environment. The present research-in-progress aims to address this issue by analyzing the influence of a yet under explored construct—brand intimacy—on social media. The question that then emerges is: how and when can brand intimacy improve consumer responses on social media?
  • Publisher: Cham: Springer International Publishing
  • Language: English
  • Identifier: ISSN: 2363-6165
    ISBN: 9783319298764
    ISBN: 3319298763
    EISSN: 2363-6173
    EISBN: 3319298771
    EISBN: 9783319298771
    DOI: 10.1007/978-3-319-29877-1_46
  • Source: Ebook Central Academic Complete
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