Что стоит за «лайком»: воздействие просто присутствия в сети на оценку бренда и намерение совершить покупку в социальных медиа (часть 1) 
Нейлор Р., Уэст П., Пойнор Л.

Прогнозирование реакции потребителей на ППС;
Горох в стручке: похожие или непохожие ;
Счастье в неведении? Неопределенное ППС ;
Присутствие разнородной группы ;
Исследование 1 (A);
Материалы и процедура ;
Результаты ;
Выборка и манипуляционная проверка ;
Симпатия к Roots ;
Обсуждение;

Ключевые слова: социальное влияние, присутствие в сети, социальные медиа, социальные сети, неопределенность

Аннотация

Данная статья является первой частью перевода публикации из американского издания Journal of Marketing американских авторов, в которой всесторонне исследуется, как влияет на оценку бренда наличие на его сайте сведений о поклонниках.

Журнал: «Маркетинговые коммуникации» — №1, 2014 (© Издательский дом Гребенников)
Объем в страницах: 11
Кол-во знаков: около 28,964
* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Нейлор Ребекка Уолкер

Старший преподаватель Колледж бизнеса Фишера, Университет штата Огайо.

США

Специализируется в области маркетинга.

Другие статьи автора 2

Уэст Патрисия М.

Преподаватель Колледж бизнеса Фишера, Университет штата Огайо.

США

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