6533b82bfe1ef96bd128cf09
RESEARCH PRODUCT
Social network brand visibility (SNBV) : Conceptualization and empirical evidence
Richard Glavee-geoChen ZhengAijaz A. ShaikhAdina-gabriela TudorKarjaluoto Heikkisubject
Social networkConceptualizationbusiness.industryBrand awarenesssocial media05 social sciencesVisibility (geometry)brändäyssosiaalinen mediaglobalisaatiobrandingvisibilityPublic relationsglobalisationbränditbrands0502 economics and businessdigital marketing050211 marketingSocial mediabusinessEmpirical evidencenäkyvyys050203 business & managementdigitaalinen markkinointidescription
Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future research. peerReviewed
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2018-01-01 |