publication . Other literature type . Article . 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
  • Published: 05 Feb 2018
  • Publisher: FapUNIFESP (SciELO)
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...
Persistent Identifiers
free text keywords: Brand community, Word-of-mouth, Social media, Social network, Information diffusion, Comunidade de marca, Boca a boca, Mídia social, Rede social, Difusão de informações, Industrial and Manufacturing Engineering, Business and International Management, lcsh:Industrial engineering. Management engineering, lcsh:T55.4-60.8, Sociology
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