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Publication Detailed Description
Fostering online relationships with brands through websites and social media brand pages
Journal Title
Journal of Promotion Management
Year (definitive publication)
2019
Language
English
Country
United Kingdom
More Information
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Abstract
The current study explores how brands create and maintain online relationships with consumers through their Websites, Facebook and Instagram brand pages. Findings show that Websites perform better in the two strategies disclosure and information dissemination. Regarding the strategy interactivity and involvement, websites lack interactive features that allow firms to engage with consumers, such as commenting and sharing opportunity. Managerial implications of the study are also provided.
Acknowledgements
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Keywords
Online relationships,Websites,Facebook,Instagram,Social media
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2019 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
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