publication . Article . Other literature type . 2018

Brand community or electronic word-of-mouth: what’s the goal of company presence in social media?

Fernando José Barbin Laurindo; Michel Lens Seller;
Open Access Portuguese
  • Published: 05 Feb 2018
  • Publisher: Universidade Federal de São Carlos
Abstract The growing usage of social media has been changing the relationship between companies and customers. Social media opens a two-way communication channel between companies and customers, as well as enables interaction among customers. According to the literature, companies pursue two objectives on social media: to increase brand trust and loyalty through building brand communities and to influence the purchase decision of an empowered customer through engendering positive word-of-mouth for their products. This article studies the approach used by two companies (from the pharmaceutical and fashion industries) on their Facebook fan pages. Evidence of share...
free text keywords: Comunidade de marca, Boca a boca, Mídia social, Rede social, Difusão de informações, Brand community, Word-of-mouth, Social media, Social network, Information diffusion, Industrial engineering. Management engineering, T55.4-60.8, Industrial and Manufacturing Engineering, Business and International Management, Sociology
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