THE EFFECT OF BRANDS' FACEBOOK COMMUNICATIONS ON THE BRAND ATTITUDES AND PURCHASE INTENTIONS OF CONSUMERS
As technology develops, new opportunities emerge for brands. Social media and social network sites became an effective way of conveying messages, receiving feedback and interacting with target audiences for brands. It became a necessity for brands to be a part of social network sites. On the other h...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
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Fırat University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/948fbce178634491a66edc4a4ae25ae2 |
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| Sumario: | As technology develops, new opportunities emerge for brands. Social media and social network sites became an effective way of conveying messages, receiving feedback and interacting with target audiences for brands. It became a necessity for brands to be a part of social network sites. On the other hand, it is important to use social network sites correctly, as any type of information may spread rapidly in these networks.In this study, the role of brands’ activities in social network sites on the brand attitudes and purchase intentions of consumers was examined. Three brands, which have low involvement, are purchased frequently, and have an active presence in social network sites, are selected. An experiment was conducted on 108 students of Selcuk University. According to the results, interaction causes the most significant change in the brand attitudes of the participants. It is followed by informational and transformational messages. The messages which aim to stimulate behavior are the least effective ones. As the brand usage increases, brand attitude values also increase. In addition to that, as the participants are exposed to different brand messages repeatedly, their brand attitude values increase. It is also found that there was a strong, positive correlation between brand attitude and purchase intention. |
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