The Effects of Social Networking Sites on Consumer–Brand Relationships

Karpińska-Krakowiak, Małgorzata

doi:10.1080/08874417.2016.1153894

Cited by 14 publications

(11 citation statements)

References 27 publications

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“…Tradycyjne media, takie jak telewizja, radio, gazety okaza y si nieskuteczne w tworzeniu cennych relacji z konsumentami, a serwisy spo eczno ciowe, buduj ce wi zi i zaanga owanie u ytkowników, pozwalaj wr cz obcowa z przedsi biorstwami (por. Mangold, 2009, s. 357-365;Karpi ska-Krakowiak, 2016).…”

Section: Social Media -Istota I Znaczenieunclassified

The Role of Social Media in the Work of Artists and Designers

Caban-Piaskowska

2018

Ekonomiczne Problemy Usług

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The study was divided into theoretical and practical parts. The first theoretical part points to the reasons for the development of the social media. In the second part the theoretical description of the problem, the importance and essence of social media. The practical part of the article aims to present the results of preliminary research carried out in 2016-2018 at Strzemi ski Academy of Art ód , in the following majors: Faculty of Textile Art and Fashion Design, Faculty of Sculpture and Interactive Actions, Faculty of Industrial and Interior Design.

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Section: Social Media -Istota I Znaczenieunclassified

The Role of Social Media in the Work of Artists and Designers

Caban-Piaskowska

2018

Ekonomiczne Problemy Usług

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“…This data is analyed with quantitative approach [69,70] Researchers may practice online experiment., For example reseachers may test certain tools for human benefits such as remote and data analysis tools or to experiment effect of consumers relationship with certain brands. [33,34,73] Nurdin Nurdin, Research in Online Space: The Use of Social Media for Research Setting 71…”

Section: Approach To This Researchmentioning

confidence: 99%

“…Social media platform is also can be used online experiment. For example reseachers may test certai tools for human benefits such as remote control devices and data analysis tools or to experiment effect of consumers relationship with certain brands [33,34,73]. Other than increase researcher convinience in collecting data, this strategy might also produce new insights of doing experiment on social media sites.…”

Section: Quantitative Research Social Mediamentioning

confidence: 99%

Research in Online Space: the Use of Social Media for Research Setting

Nurdin

2017

Jurnal Sistem Informasi

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Web 2.0 technology has supported the arrival of various social and collaborative applications. Those applications, which is known as social media, provide an opportunity for users to express their opinions and share their knowledge and thoughts with others in online space. This provides opportunities for reseachers to extend their research setting and generate data within a broader environement. As a result, researchers have increasingly turned to social media sites to practice their research to expand the scope and improve the analytic power of their studies. Yet there is still relatively little direction on and much confusion about how to gather data using qualitative and quantitative approaches on social media sites. Through an exstensive literature review from Information Technology and Information System journals, this studi proposes new data gathering strategies within a broader environment of social media sites. This study contributes to understanding of using social media for new research settings. The limitation and future research of this study is addressed.

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“…In spite of that, little is known about how exactly social media WOM is affecting consumers' perception of brands. In the context of social media, majority of extant studies have focused on the effects of consumers' involvements, and engagements and creation of WOM on different dimensions of CBBE (Abzari et al, 2014;Bonhommer et al, 2010;Bruhn et al, 2012;Christodoulides et al, 2012;Jalilvand & Samiei, 2012;Karman, 2015;Karpińska-Krakowiak, 2016;Schivinski, 2011;Schivinski & Dabrowski, 2014Severi et al, 2014;Zailskaite-jakste & Kuvykaite, 2012). However, far little has considered the outcome of WOM reviews on CBBE especially in the context of high involvement products like automotive brands (Jalilvand & Samiei, 2012).…”

Section: H3: Social Media Interactive Marketing Has a Positive Relatimentioning

confidence: 99%

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

Adetunji

Rashid

Ishak

2018

JKMJC

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Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communication has significant impact on Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the relationships of several types of marketing communications anchored by different social media platforms for brand equity. As such, the objective of this study is to examine the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing); and the CBBE of automotive brands in Malaysia. Subsequently, 800 samples were selected through cluster samplings from five cities in five geographical regions across Malaysia. Survey questionnaires were administered to users of four types of automotive brands, namely; PROTON, PERODUA, TOYOTA and HONDA. The data collected was analyzed using descriptive statistics, correlation and multiple regressions in SPSS 22. The findings revealed that, the selected automotive brands have notable presence on Facebook, YouTube, Instagram and Twitter. Furthermore, it was found that, social media advertising, social media promotions and social media word-of-mouth have positive relationships with the CBBE of automotive brands. However, social media interactive marketing has an insignificant role in the CBBE. The theoretical and practical implications of the findings are discussed in this paper.

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The Effects of Social Networking Sites on Consumer–Brand Relationships

Cited by 14 publications

References 27 publications

The Role of Social Media in the Work of Artists and Designers

The Role of Social Media in the Work of Artists and Designers

Research in Online Space: the Use of Social Media for Research Setting

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

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