The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.
Does a Virtual like Cause Actual Liking? How following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention
Open accessAbstract
Studies have shown positive associations between liking a Facebook brand page and brand evaluations, but causal evidence is lacking. This online pre–post-measure experiment compared brand evaluations of ‘current followers’ of a target brand's Facebook page, with ‘new followers’ instructed to ‘like’ the page, and ‘non-followers’ over one month. Results showed a significant positive increase for new followers on brand evaluations, whereas non-followers showed no change. Current followers were most positive in evaluations overall, but showed no change over time. This provides evidence that following a brand's Facebook updates can cause positive changes in brand evaluations. The effects were explained by perceived conversational human voice, indicating the importance of brand interactivity. Implications for brands’ social media presence are discussed.
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A stage to engage: Social media use and corporate reputation
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Wang, X.-W., Cao, Y.-M., & Park, C. (2019) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.07.018 · Cited by 236
Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.01.012 · Cited by 229
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Calculation of Facebook Marketing Effectiveness in Terms of ROI
Semerádová, T., & Weinlich, P. (2019) · Advances in Marketing, Customer Relationship Management, and E-Services · doi:10.4018/978-1-5225-7344-9.ch014 · Cited by 6
Metadata
- Authors
- Beukeboom, C. J., Kerkhof, P., & De Vries, M.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2015-11
- Volume
- 32
- Issue
- 1
- Pages
- 26-36
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2196447821
- Cited by
- 190
- References
- 7
- FWCI
- 53.15
- Type
- journal article
- Language
- en
- Open access
- green
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- Beukeboom, C. J., Kerkhof, P., & De Vries, M. (2015). Does a Virtual like Cause Actual Liking? How following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2015.09.003
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
