Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …

Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas … & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011 …-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context …

engagement with and admiration for a brand. The researchers themselves undertook a data collection and analysis through a … netnographic process. We randomly analysed a total of 100 publications from the fan pages of each sports brand and then performed … with and admiration for a brand. The results show that the publications with the highest number of likes by brand followers …

researchers investigate the effects of celebrity endorsers’ and of micro influencers’ posts on a brand’s page on Instagram. They … revealed that the chosen celebrity’s posts attracted more followers to the brand’s Instagram page, when compared to the micro … influencer’s publications. However, the latter has garnered more clicks, comments and likes, thereby increasing the consumer-brand …

consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status … consumption on luxury brand purchase intentions in the Indian luxury market. 453 responses were obtained from the top four … media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more …

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …