Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

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...

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...