Brand And Social Network Community Commitment In Brand Fan Pages In Social Media
This paper investigates the impact of social network community commitment (SnCC) and brand community commitment (BCC) on usage of brand fan pages in social media, repurchase intention and Read More »
Social Media And Consumers’ Reactions To Brand Crisis: The Case Of Barilla
Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and mass media audience react Read More »
Author: Stefano Pace, Bernardo Balboni, Giacomo Gistri
Contributor: eb™ Research Team
An Exploratory Study Of Customer-Based Brand Equity On Facebook
The emergence of digital social networks as mass media has considerably increased the academic research interest in this area. The following is an exploratory ethnographic case study to trace the Read More »
Author: Shobhit Eusebius, Mathew Parackal, Juergen Gnoth
Contributor: eb™ Research Team
Does Offline Brand Advertising Affect Online Conversations?
Marketers are shifting advertising spend from offline to online. However, ignoring the offline advertising has its perils as creatives of offline advertisements are emotion laden. This research Read More »
The Effect Of The Content Of Offline Advertising On Online Sentiment
User generated content (UGC) is an important diagnostic of consumer response. This study analyzes the impact of offline television advertising on UGC using a dynamic difference in difference Read More »