Export Publication

The publication can be exported in the following formats: APA (American Psychological Association) reference format, IEEE (Institute of Electrical and Electronics Engineers) reference format, BibTeX and RIS.

Export Reference (APA) 
Langaro, D., Salgueiro, M.F. & Rita, P. (2015). Social Networking Sites: The relationship element in the communication mix. In Proceedings of the 44th European Marketing Academy Conference (EMAC). Leuven: European Marketing Academy.
Export Reference (IEEE) 
D. L. Souto et al.,  "Social Networking Sites: The relationship element in the communication mix", in Proc. of the 44th European Marketing Academy Conf. (EMAC), Leuven, European Marketing Academy, 2015
Export BibTeX 
@inproceedings{souto2015_1716221964190,
	author = "Langaro, D. and Salgueiro, M.F. and Rita, P.",
	title = "Social Networking Sites: The relationship element in the communication mix",
	booktitle = "Proceedings of the 44th European Marketing Academy Conference (EMAC)",
	year = "2015",
	editor = "",
	volume = "",
	number = "",
	series = "",
	publisher = "European Marketing Academy",
	address = "Leuven",
	organization = "EMAC ",
	url = "http://emac2015.emac-online.org/kuleuvencongres.be/EMAC2015.html"
}
Export RIS 
TY  - CPAPER
TI  - Social Networking Sites: The relationship element in the communication mix
T2  - Proceedings of the 44th European Marketing Academy Conference (EMAC)
AU  - Langaro, D.
AU  - Salgueiro, M.F.
AU  - Rita, P.
PY  - 2015
SN  - 9783-0830
CY  - Leuven
UR  - http://emac2015.emac-online.org/kuleuvencongres.be/EMAC2015.html
AB  - Social Networking Sites (SNS) offer a new way for brands to interact with their markets and establish one-to-one relationships in mass consumption contexts. Focusing on brands from consumer packaged goods (CPG), the current study builds on the argument that SNS are important relationship channels for CPG brands, as they provide positive relational consequences. The theoretical model proposed evaluates the impact of users´ participation at SNS on brand trust and affective commitment. An online quantitative survey was implemented with 575 users of CPG´ brand like pages at Facebook. Structural equation modeling was used to test the research hypotheses. The findings help to validate SNS as a relationship marketing channel able to generate stronger consumer-brand relationships, with special impact on brand trust. Managerial and theoretical implications are discussed.
ER  -