Authors: Joana Coelho; Helena Nobre; Kip Becker
Addresses: University of Minho, Portugal Campus de Gualtar, 4710-057 Braga, Portugal ' DEGEI – Economics, Management and Industrial Engineering Dpt., University of Aveiro, Portugal, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal ' Administrative Science Department, Boston University, 808 Commonwealth Ave, Boston, MA 02215, USA
Abstract: Although the study does not indicate a significant relationship between the brand use of Facebook pages and consumer purchase intention, it seems there is an impact of Facebook presence on brand image which is an important factor relating to increased sales and brand survival in a competitive international environment. The study investigated the impact that social networks have on developing and maintaining company brands. Two similar questionnaires were developed, one for consumers (269 respondents) and another administered to companies (42 respondents) to study a firm's social network site from their and the consumer's perspective. It was interesting to note that both consumers and companies responded that the content of the Facebook brand page is the most valuable feature indicating that companies recognise the importance of content and are responding to consumer's needs in the network.
Keywords: brand image; company image; social networks; Facebook; consumer buying behaviour; social networking sites; SNS; company brands.
International Journal of Technology Marketing, 2014 Vol.9 No.3, pp.320 - 332
Published online: 30 Aug 2014 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article