Zniva, Robert, Wiesel, Stefan, Kellner, Cornelia. 2012. 500.000, 50.000, or 50 Fans on Facebook - Is It of Any Avail?. 2012 Global Marketing Conference, Seoul, Süd-Korea, 19.07.-22.07.
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Abstract
The purpose of this study is to empirically test the assumption that a retailer´s corporate communication via Facebook effects attitudes of consumers toward the retailer, his prices and assortment as well as repurchase intention and spending. A quasi-experimental study is employed using a repeated-measures ANOVA design, wherein ninety-three students are investigated over a period of four weeks. The results show no significant effect of the corporate communication actions on the measured attitudes, repurchase intention and spending. The outcome of the study questions the proposed value of fans on corporate pages in social network sites.
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Status of publication | Published |
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Affiliation | WU |
Type of publication | Paper presented at an academic conference or symposium |
Language | English |
Title | 500.000, 50.000, or 50 Fans on Facebook - Is It of Any Avail? |
Event | 2012 Global Marketing Conference |
Year | 2012 |
Date | 19.07.-22.07 |
Country | Republic of Korea |
Location | Seoul |
URL | http://www.kamsconference.org/2012/ |
Associations
- People
- Zniva, Robert (Details)
- Wiesel, Stefan (Details)
- External
- Kellner, Cornelia (Austria)
- Organization
- Institute for Marketing and Customer Analytics IN (Details)
- Institute for Retailing & Data Science IN (Details)