Beyond the Like button The impact of mere virtual presence on brand evaluations and purchase intentions in social media
Material type: Mixed materialsPublication details: 2013Description: 105-120Subject(s): NLM classification:- 658.827
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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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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