Developing a conceptual model for examining social media marketing effects on brand awareness and brand image

doi:10.1504/IJEBR.2019.098874

科研成果详情

题名	Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
作者	Cheung，Man Lai 1; Pires，Guilherme D.2; Rosenberger，Philip J.2
发表日期	2019
发表期刊	International Journal of Economics and Business Research
ISSN/eISSN	1756-9850
卷号	17 期号:3 页码:243-261
摘要	Social-media marketing has attracted increasing attention from marketers, being regarded as one of the most important channels to communicate information about brands to consumers. Despite its growing importance, limited research has examined the influence of social-media marketing communications on consumers' brand knowledge. This paper addresses this gap in the literature, proposing a conceptual model for examining the impact of social-media-marketing dimensions on brand awareness and image across products with different involvement levels. The model seeks to enhance understanding of the influence of social-media-marketing communications on brands, across products with different involvement levels. Suggestions for the empirical investigation of the model are made.
关键词	Brand awareness Brand image Brand knowledge Brand management Hong Kong Product involvement SMM Social media marketing
DOI	10.1504/IJEBR.2019.098874
URL	查看来源
语种	英语English
Scopus入藏号	2-s2.0-85064268486
引用统计	被引频次[WOS]：0 [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	https://repository.uic.edu.cn/handle/39GCC9TT/6270
专题	北师香港浸会大学
通讯作者	Cheung，Man Lai
作者单位	1.Division of Business and Management,Beijing Normal University-Hong Kong Baptist,University United International College,China 2.Newcastle Business School,University of Newcastle,Australia
第一作者单位	北师香港浸会大学
通讯作者单位	北师香港浸会大学
推荐引用方式 GB/T 7714	Cheung，Man Lai,Pires，Guilherme D.,Rosenberger，Philip J. Developing a conceptual model for examining social media marketing effects on brand awareness and brand image[J]. International Journal of Economics and Business Research, 2019, 17(3): 243-261.
APA	Cheung，Man Lai, Pires，Guilherme D., & Rosenberger，Philip J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261.
MLA	Cheung，Man Lai,et al."Developing a conceptual model for examining social media marketing effects on brand awareness and brand image". International Journal of Economics and Business Research 17.3(2019): 243-261.