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

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Detalhes bibliográficos
Resumo: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.
Autores principais:Stevens, Estée
Assunto:Facebook Branding Marketing Customer relationship management
Ano:2012
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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