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Export Reference (APA) 
Souto, D., Salgueiro, M.F. & Rita, P. (2014). The effects of social network sites on brand awareness and attitude. In Christos Sarmaniotis (Ed.), Proceedings of the 2nd International Conference on Contemporary Marketing Issues, ICCMI 2014. Athens
Export Reference (IEEE) 
D. L. Souto et al.,  "The effects of social network sites on brand awareness and attitude", in Proc. of the 2nd Int. Conf. on Contemporary Marketing Issues, ICCMI 2014, Christos Sarmaniotis, Ed., Athens, 2014
Export BibTeX 
@inproceedings{souto2014_1732203494343,
	author = "Souto, D. and Salgueiro, M.F. and Rita, P.",
	title = "The effects of social network sites on brand awareness and attitude",
	booktitle = "Proceedings of the 2nd International Conference on Contemporary Marketing Issues, ICCMI 2014",
	year = "2014",
	editor = "Christos Sarmaniotis",
	volume = "",
	number = "",
	series = "",
	publisher = "",
	address = "Athens",
	organization = "Alexander Technological Educational Institute of Thessaloniki, Manchester Metropolitan University",
	url = "http://www.mkt.teithe.gr/iccmi2014/"
}
Export RIS 
TY  - CPAPER
TI  - The effects of social network sites on brand awareness and attitude
T2  - Proceedings of the 2nd International Conference on Contemporary Marketing Issues, ICCMI 2014
AU  - Souto, D.
AU  - Salgueiro, M.F.
AU  - Rita, P.
PY  - 2014
CY  - Athens
UR  - http://www.mkt.teithe.gr/iccmi2014/
AB  - Brands are increasingly targeting Social Network Sites´ (SNS) massive audiences and incorporating the new media channel in their communication plans. Despite its growing adoption, few research efforts have been devoted to evaluate SNS´ concrete consequences for the brands. In the current study we evaluate SNS´ effects on generating brand awareness and positive brand attitude, two important measures on delivering efficient communication efforts. An online quantitative survey with brand page users of leading brands at Facebook was implemented. Structural equation modeling was used for model estimation.  Results have verified a significant, positive and direct impact of brand page participation on brand awareness. Brand attitude also substantially benefits from brand page participation, but this relationship is mediated by brand awareness. Related implications are discussed
ER  -