Arbeitspapier
Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not need to own branded products to use their image. For this reason their identification with brands can bring interesting implications for those who study brand value creation. The study presents a new model whose structure of social network brand sites identification drivers varies for customer brand identification in the real and virtual worlds. The presented model reveals that personal branding is a planned effect of brand identification and is crucial for brand value creation in social networks.
- Sprache
-
Englisch
- Erschienen in
-
Series: GUT FME Working Paper Series A ; No. 9/2016 (39)
- Klassifikation
-
Wirtschaft
Marketing and Advertising: General
Marketing
- Thema
-
CBI
social network
personal branding
brand loyalty
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Kucharska, Wioleta
- Ereignis
-
Veröffentlichung
- (wer)
-
Gdańsk University of Technology, Faculty of Management and Economics
- (wo)
-
Gdańsk
- (wann)
-
2016
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:41 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- Kucharska, Wioleta
- Gdańsk University of Technology, Faculty of Management and Economics
Entstanden
- 2016
Ähnliche Objekte (12)
Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
Managing social network brand communities
Social distancing network creation
Social distancing network creation
Social distance and network structures
Social activity and network formation
Network formation and social coordination
Strategies in social network formation
Social network sites - soziale Netzwerke
Citation of Mass Media Resources in Social Network
Social Network Sites, Individual Social Capital and Happiness
Social Network Mining for Analysis of Social Phenomena
Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
Managing social network brand communities
Social distancing network creation
Social distancing network creation
Social distance and network structures
Social activity and network formation
Network formation and social coordination
Strategies in social network formation
Social network sites - soziale Netzwerke
Citation of Mass Media Resources in Social Network
Social Network Sites, Individual Social Capital and Happiness
Social Network Mining for Analysis of Social Phenomena
Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
Managing social network brand communities
Social distancing network creation
Social distancing network creation
Social distance and network structures
Social activity and network formation
Network formation and social coordination
Strategies in social network formation
Social network sites - soziale Netzwerke
Citation of Mass Media Resources in Social Network
Social Network Sites, Individual Social Capital and Happiness