Beyond the Like button The impact of mere virtual presence on brand evaluations and purchase intentions in social media

By:

NAYLOR, REBECCA WALKER

Contributor(s):

LAMBERTON, CAIT POYNOR

Material type:

Mixed materialsPublication details: 2013Description: 105-120Subject(s):

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: This research focuses on one practice in this domain : the decision to hide or reveal the demographic characteristics of a brand's online supporters. The results from four studies indicate that even when the presence of these supporters is only passively experienced and virtual, their demographic characteristics can influence a target consumer's brand evaluations and purchase ntentions. The findingd suggest a framework for brand managers to use when deciding whether to reveal the identities of their online supporters.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/6	Available		P14724

This research focuses on one practice in this domain : the decision to hide or reveal the demographic characteristics of a brand's online supporters. The results from four studies indicate that even when the presence of these supporters is only passively experienced and virtual, their demographic characteristics can influence a target consumer's brand evaluations and purchase ntentions. The findingd suggest a framework for brand managers to use when deciding whether to reveal the identities of their online supporters.

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