Quotation 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.




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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Publication's profile

Status of publication Published
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/


Zniva, Robert (Details)
Wiesel, Stefan (Details)
Kellner, Cornelia (Austria)
Institute for Marketing and Customer Analytics IN (Details)
Institute for Retailing & Data Science IN (Details)
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