Facebook brand fan pages and their impact on online branding and marketing strategy

• Author(s): Stevens, Estée
• Date: 2012
• Persistent ID: http://hdl.handle.net/10362/9621
• Origin: Repositório Institucional da UNL
• Subject(s): Facebook; Branding; Marketing; Customer relationship management
• Document Type: Master thesis
• Language: English
• Advisor(s): Soeiro, Filipe Castro
• Contributor(s): RUN

Description

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This study aims to explain the impact of Facebook online branding and marketing strategy in a practical manner, in form of an influence model, as to provide commercial users of Facebook with a clear, simple strategic framework for branding and marketing purposes. By surveying young students (N=206)1, whom are digital natives, a fair estimate of internal drivers and motivators to join and use Facebook brand fan pages can be established. By cross-checking the findings in a qualitative study concerning e-marketing tools for commercial purposes2, critical success drivers can be established allowing a more strategic and value-creating use of this medium.