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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Reconsidering Baron and Kenny: myths and truths about mediation analysis
Zhao, X., Lynch, J. G., & Chen, Q. (2010) · Journal of Consumer Research · doi:10.1086/651257 · Cited by 12,583
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The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
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The psychology of social impact
Latané, B. (1981) · American Psychologist · doi:10.1037/0003-066x.36.4.343 · Cited by 2,864
How Brand Community Practices Create Value
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.5.30 · Cited by 2,444
Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses
Fitzsimons, G. J., & Lehmann, D. R. (2004) · Marketing Science · doi:10.1287/mksc.1030.0033 · Cited by 604
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Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence
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Cited by
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 4,608
“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).”
BackgroundAshley, C., & Tuten, T. (2015) · Psychology & Marketing · doi:10.1002/mar.20761 · Cited by 1,462
Erkan, I., & Evans, C. (2016) · Computers in Human Behavior · doi:10.1016/j.chb.2016.03.003 · Cited by 1,188
Lamberton, C., & Stephen, A. T. (2016) · Journal of Marketing · doi:10.1509/jm.15.0415 · Cited by 1,127
Self-citationLi, F., Larimo, J., & Leonidou, L. C. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00733-3 · Cited by 996
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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