The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings
Open accessAbstract
By 2011, approximately 83% of Fortune 500 companies were using some form of social media to connect with consumers. Furthermore, surveys suggest that consumers are increasingly relying on social media to learn about unfamiliar brands. However, best practices regarding the use of social media to bolster brand evaluations in such situations remain undefined. This research focuses on one practice in this domain: the decision to hide or reveal the demographic characteristics of a brand's online supporters. The results from four studies indicate that even when the presence of these supporters is only passively experienced and virtual (a situation the authors term “mere virtual presence”), their demographic characteristics can influence a target consumer's brand evaluations and purchase intentions. The findings suggest a framework for brand managers to use when deciding whether to reveal the identities of their online supporters or to retain ambiguity according to (1) the composition of existing supporters relative to targeted new supporters and (2) whether the brand is likely to be evaluated singly or in combination with competing brands.
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“The decline of traditional communication channels and societal reliance on bricks-and-mortar operations, has necessitated that businesses seek best practices use of digital and social media marketing strategies to retain and increase market share (Naylor et al., 2012; Schultz & Peltier, 2013).”
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Does “Liking” Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
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Metadata
- Authors
- Naylor, R. W., Lamberton, C. P., & West, P. M.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2012-11
- Volume
- 76
- Issue
- 6
- Pages
- 105-120
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W3124911831
- Cited by
- 639
- References
- 9
- FWCI
- 125.83
- Type
- journal article
- Language
- en
- Open access
- green
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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.
