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

doi:10.1504/IJEBR.2019.098874

Details of Research Outputs

Title	Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Creator	Cheung，Man Lai 1; Pires，Guilherme D.2; Rosenberger，Philip J.2
Date Issued	2019
Source Publication	International Journal of Economics and Business Research
ISSN	1756-9850
Volume	17 Issue:3 Pages:243-261
Abstract	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.
Keyword	Brand awareness Brand image Brand knowledge Brand management Hong Kong Product involvement SMM Social media marketing
DOI	10.1504/IJEBR.2019.098874
URL	View source
Language	英语English
Scopus ID	2-s2.0-85064268486
Citation statistics	Cited Times [WOS]:0 [WOS Record] [Related Records in WOS]
Document Type	Journal article
Identifier	http://repository.uic.edu.cn/handle/39GCC9TT/6270
Collection	Beijing Normal-Hong Kong Baptist University
Corresponding Author	Cheung，Man Lai
Affiliation	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
First Author Affilication	Beijing Normal-Hong Kong Baptist University
Corresponding Author Affilication	Beijing Normal-Hong Kong Baptist University
Recommended Citation 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.

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