Exploring the brand personalities of Facebook, YouTube, and LinkedIn Online publication date: Tue, 29-Oct-2019
by M. Mutsikiwa; T. Maree
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 13, No. 4, 2019
Abstract: For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries however; it has not been reported for social media brands. Aaker's brand personality scale (BPS), rooted in the big five personality theory, has been the preferred measurement for most studies on brand personality. This research assessed the structure of the BPS across different samples on three social media platforms - Facebook, YouTube, and LinkedIn. The findings indicate that social media brand personalities do not follow the original structure of the BPS.
Online publication date: Tue, 29-Oct-2019
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com