... as a measure of effectiveness. Design/methodology/approach Facebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26...

... engagement (CBE) through social media platforms. Design/methodology/approach Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares...

... offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run. Originality/value This study is one of the first to empirically examine, through objective...

... sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested. Design/methodology/approach Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed...

... and the following branding outcomes. To examine this, this study selected Facebook as the social media platform and Nike as the brand to conduct an online survey experiment to examine the effects of social media usage motives on consumers’ interactions with the brand in social media. Design/methodology/approach...

...Mark J. Pelletier; Alexandra Krallman; Frank G. Adams; Tyler Hancock Purpose This research study aims to investigate consumer usage motivations for three of the top social media platforms today: Facebook, Twitter and Instagram. Additionally, through understanding various platform distinctions...

... at: kgraham2@uwlax.edu 25 01 2019 08 01 2020 27 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Advertising Facebook Brand management Consumer-based brand equity Brand choice In 2019, US firms spent more than $129bn...

... between the multiple case study interviews. A content analysis of social media platforms, Facebook and Instagram, was also conducted over a six-month period from 1 June 2017 to 31 December 2017. The unit of analysis was a social media post, demarcated by the date of posting. In total, 696 content...

... Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model...

...Fei Xue Purpose The purpose of this paper is to examine the effects of “social information” in Facebook News Feed ads on American users’ advertising responses, including ad credibility, attitude-toward-the-ad, brand interest, intention to click and purchase intention. Using social impact theory...

...Ana Margarida Barreto; Diogo Ramalho Purpose This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content. Design/methodology/approach...

..., the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer...

... © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Social media marketing Marketing communications Facebook Health care Word-of-mouth marketing Millennials Social cause marketers have increasingly used omni-channel touchpoints to raise...

...Amalia Triantafillidou; George Siomkos Purpose The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing...

... toward the brand, and purchase intention (Cho et al., 2001). To some consumers, research indicates that a “blindness” to certain ad placements may develop over time. This investigation includes ads on the right side of a page as used on Facebook when compared with more centrally placed...

...David G. Taylor; David Strutton Purpose The purpose of this study is to demonstrate how Facebook usage is positively related to envy and narcissism, which in turn increase users’ desire for self-promotion and propensity to engage in conspicuous consumption. Design/methodology/approach Data...

...Mark J. Pelletier; Alisha Blakeney Horky Purpose – The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like...

...Wei Shao; Mitchell Ross Purpose – This paper aims to investigate consumer participation in Facebook brand page communities from the perspectives of uses and gratification theory and mass media dependency theory. Design/methodology/approach – Data collection via an online survey resulted...

... orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response. Design/methodology/approach – A content analysis of 1,086 social media posts was conducted from the corporate Facebook...

...Bruno Schivinski; Dariusz Dabrowski Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach...