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Factors influencing popularity of branded content in Facebook fan pages

Autor
Sabate, F.; Berbegal-Mirabent, J.; Cañabate, A.; Lebherz, Philipp R.
Tipus d'activitat
Article en revista
Revista
European Management Journal
Data de publicació
2014-12-01
Volum
32
Número
6
Pàgina inicial
1001
Pàgina final
1011
DOI
https://doi.org/10.1016/j.emj.2014.05.001 Obrir en finestra nova
Repositori
http://hdl.handle.net/2117/24541 Obrir en finestra nova
URL
http://authors.elsevier.com/a/1PyS1xscsbxRV Obrir en finestra nova
Resum
Social media is achieving an increasing importance as a channel for gathering information about products and services. Brands are developing its presence in social networking sites to meet brand awareness, engagement and word of mouth. In this context, the analysis of the factors that are conditioning consumer interaction with branded content becomes a matter of interest. This paper aims to shed light on those factors that are expected to impact on Facebook branded post popularity. A conceptual ...
Citació
Sabate, F. [et al.]. Factors influencing popularity of branded content in Facebook fan pages. "European Management Journal", 01 Desembre 2014, vol. 32, núm. 6, p. 1001-1011.
Paraules clau
brands communications, consumer engagement, content marketing, facebook brand page, online marketing, social media, social media optimization, social networking sites
Grup de recerca
GRDU - Grup de recerca en Direcció Universitària
GREDIC - Grup de Recerca Economia de la Innovació i del Coneixement

Participants