Что стоит за «лайком»: воздействие просто присутствия в сети на оценку бренда и намерение совершить покупку в социальных медиа (часть 2)
Нейлор Р., Уэст П., Пойнор Л.

Исследование 1 (B);
Материалы и процедура исследования;
Результаты исследования;
Исследование 2;
Материалы и процедура;
Таблица. Исследование 2: средние значения ППС;

Ключевые слова: социальное влияние, «просто присутствие в cети» (ППС), социальные медиа, социальные сети, неопределенность


В этом номере журнала вниманию читателей предлагается вторая часть статьи из американского издания Journal of Marketing, в которой всесторонне исследуется, как влияет на оценку бренда наличие сведений о поклонниках на его сайте.

Журнал: «Маркетинговые коммуникации» — №2, 2014 (© Издательский дом Гребенников)
Объем в страницах: 11
Кол-во знаков: около 26,495

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Нейлор Ребекка Уолкер

Старший преподаватель Колледж бизнеса Фишера, Университет штата Огайо.


Специализируется в области маркетинга.

Другие статьи автора 2

Уэст Патрисия М.

Преподаватель Колледж бизнеса Фишера, Университет штата Огайо.


Специализируется в области маркетинга.

Другие статьи автора 2

Пойнор Ламбертон Сэт

Старший преподаватель Высшая школа бизнеса Каца, Университет Питсбурга.

г. Питсбург, США

Специализируется в области маркетинга.

Другие статьи автора 2