Social network brand visibility (SNBV) : Conceptualization and empirical evidence
Abstract
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.
Main Authors
Format
Books
Book part
Published
2018
Subjects
ISBN
978-3-319-74128-4
Publication in research information system
Publisher
Springer International Publishing
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-201804031894Käytä tätä linkitykseen.
Parent publication ISBN
978-3-319-74128-4
Review status
Peer reviewed
DOI
https://doi.org/10.1007/978-3-319-74129-1_6
Language
English
Is part of publication
Emerging Issues in Global Marketing : A Shifting Paradigm
Citation
- 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
License
Copyright© Springer International Publishing AG, part of Springer Nature 2018