JYX > Artikkelit > Kauppakorkeakoulu > View Item
Social network brand visibility (SNBV) : Conceptualization and empirical evidence
Shaikh, A. A., Glavee-Geo, R., Tudor, A.-G., Zheng, C., & Karjaluoto, H. (2018). Social network brand visibility (SNBV) : Conceptualization and empirical evidence. In J. Agarwal, & T. Wu (Eds.), Emerging Issues in Global Marketing : A Shifting Paradigm (pp. 149-178). Springer International Publishing. https://doi.org/10.1007/978-3-319-74129-1_6
© Springer International Publishing AG, part of Springer Nature 2018
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.
PublisherSpringer International Publishing
Parent publication ISBN
Is part of publicationEmerging Issues in Global Marketing : A Shifting Paradigm
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Digitization of the communication and its implications for marketing Lipiäinen, Heini (University of Jyväskylä, 2014)
B2B influencer marketing : Conceptualization and four managerial strategies Mero, Joel; Vanninen, Heini; Keränen, Joona (Elsevier, 2023)While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this ...
'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma (Taylor & Francis, 2020)This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring ...
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini (SAGE Publications, 2023)This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the ...
Henkilöbrändin rakentaminen sosiaalisessa mediassa Pasanen, Janika (2020)Henkilöbrändäys on varsin uusi ilmiö työelämässä, eikä siitä ole tehty vielä paljoakaan aiempaa tutkimusta. Tämän vuoksi on relevanttia tutkia henkilöbrändin rakentamista ja vertailla sitä yritysbrändin rakentamiseen, jota ...