TITLE

The Anatomy of a Facebook Like: An Exploratory Study of Antecedents and Outcomes

AUTHOR(S)
Pelletier, Mark J.; Horky, Alisha Blakeney
PUB. DATE
November 2013
SOURCE
Society for Marketing Advances Proceedings;Nov2013, Vol. 25, p207
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
Social networking, Facebook in particular, is becoming a popular channel for firms to establish and maintain relationships with customers. One of the most popular ways for a company to measure the success of their Facebook presence is by the number of "Likes" that the company has from "fans" of their brand. But, is simple quantification of "Likes" sufficient? Are all "Likes" created equal? The authors engage in exploratory, qualitative-based research in order to look at the motivations and consequences associated with "Liking" a brand, using a sample of 160 Facebook users. Antecedents and outcomes are analyzed, coded and reported in order to more holistically understand Facebook "Liking" behavior. Implications for future research directions are also discussed.
ACCESSION #
93451569

 

Related Articles

  • Not All Fun and Games: Viral Marketing for Utilitarian Products. Schulze, Christian; Schöler, Lisa; Skiera, Bernd // Journal of Marketing;Jan2014, Vol. 78 Issue 1, p1 

    The success of products such as FarmVille has prompted many firms to engage in viral marketing on Facebook and other social media websites. Yet is the viral marketing approach adopted for games suitable for other, more utilitarian products? This study aims to answer questions that link product...

  • Relationship Management.  // Relationship Management - AMA;Feb2013, p1 

    The article discusses marketing research as of February 2013, with a focus on the integration of social media platforms in customer relationship management (CRM). Topics include marketing strategies for effectively fostering customer loyalty with social media, social networking and mobile...

  • Facebook at 10: what does the next decade look like? O'Reilly, Lara // Marketing Week (Online Edition);2/3/2014, p3 

    The article predicts the performance of social networking site Facebook from 2014 to 2024. Topics covered include the challenges ahead of the site, number of the site's advertisers and change in its marketing strategy. Also mentioned are the number of users, increase in its users, and importance...

  • CONNECT WITH CUSTOMERS. Samios, George // National Liquor News;Jun2012, Vol. 31 Issue 5, p25 

    The author reflects the significance of social networking media such as facebook in current scenario for developing innovative marketing strategies so that connectivity to people through such network could bring positive influence on organizational goals.

  • FACEBOOK USAGE FOR MARKETING MEASUREMENTS. Kolev Kolev, Dimitar; Aleksiev Stanev, Elizar // Dialogue (1311-9206);Jun2013, Issue 2, p72 

    The significance of social networks for the business as a part of marketing instruments is constantly growing, which requires constant observations and studies of different opportunities for conducting marketing researches. In this article some of the methods for marketing research in Facebook's...

  • Facebook study: Reach is down for posts, but engagement is up.  // Advertising Age;11/26/2012, Vol. 83 Issue 42, p1 

    The article considers research on the online social network Facebook indicating that fewer of its users are reacting to messages from brand name products or companies that maintain pages on the network for Internet marketing.

  • McEleny on Social -- 06.03.12. McEleny, Charlotte // New Media Age (Online Edition);3/6/2012, p7 

    In this article the author discusses that big brands should study the business planning strategies of small businesses for using online social networking sites such as Facebook, for Internet sales. According to the author, big brands usually set up their Facebook stores without investigating the...

  • McEleny on Social -- 06.03.12. McEleny, Charlotte // New Media Age (Online Edition);3/6/2012, p8 

    The author comments that big business enterprises should follow the business strategies of small businesses for using online social networking sites such as Facebook, for Internet business. According to the him, big brands usually set up their Facebook stores without investigating the changes...

  • MISSION STATEMENT: Does the creative industry "Like" Facebook? Olen, Jim // Screen (10707573);Apr2012, Vol. 33 Issue 4, p8 

    The article presents the author's insights on the utilization of Facebook page by the creative industry. The author suggests that Facebook is a type of maintenance marketing for the creative industry in which companies should post updates. He cites McDonald which takes advantage of the social...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics