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.

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.

Содержание

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
Журнал: «Маркетинговые коммуникации» — №1, 2014 (© Издательский дом Гребенников)
Объем в страницах: 11.
Кол-во знаков: около 28,964.

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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