Skip navigation
Logo
User training | Reference and search service

Library catalog

Retrievo
EDS
b-on
More
resources
Content aggregators
Please use this identifier to cite or link to this item:

acessibilidade

http://hdl.handle.net/10071/17039
acessibilidade
Title: Exploring how brands create and maintain online relationships through their websites, Facebook and Instagram brand pages
Authors: Pinto, L.
Loureiro, S. M. C.
Rita, P.
Sarmento, E. M.
Keywords: Online relationships
Websites
Facebook
Instagram
Social media
Issue Date: 2018
Publisher: Global Alliance of Marketing and Management Associations
Abstract: In the context of online interactions, social media has becoming a crucial part of people‟s everyday lives, where they converge to exchange, debate, communicate and participate in any form of social interaction (Ryan & Jones, 2009). They post and share new content but also review and rate products/services and/or brands, share experiences and expertise and exchange opinions (Ryan & Jones, 2009). As a result, the growing popularity of social media, the competitors‟ presence on social networking sites and the cost reduction pressure derived from the financial crisis and consequent necessity to find cheaper solutions for brand promotion, motivated companies to use social media as part of their marketing and brand building activities (Tsimonis & Dimitriadis, 2014) and to create brand fan pages in different social networks such as Facebook, Instagram, Twitter, and YouTube, among others. Due to this attractiveness, social media is becoming the media channel of choice across the world (Dong-Hun, 2010). However, traditional media still plays an important role for both consumers and marketers, being a central component of brands‟ communication strategies. Yet, several questions still remain unanswered regarding social media effectiveness and influence on consumer engagement. In the current study we intend that we intend to contribute to fulfil the second. Thus, the objective of the current study is to explore how brands create and maintain online relationships with consumers through their Websites, Facebook and Instagram brand pages.
Peer reviewed: yes
URI: https://ciencia.iscte-iul.pt/id/ci-pub-53368
http://hdl.handle.net/10071/17039
DOI: 10.15444/GMC2018.09.05.03
ISSN: 2288-825X
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

Files in This Item:
acessibilidade
File SizeFormat 
EXPLORING_HOW_BRANDS_CREATE_AND_MAINTAIN_ONLINE_RE (1).pdf307.81 kBAdobe PDFView/Open


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpace
Formato BibTex MendeleyEndnote Currículo DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.