The Impact of Consumer Interactions in Social Networking Sites on Brand Perception

Karla Barajas-Portas

《Journal of Internet and e-Business Studies》 2015卷 (2015/12) Pp. b1-8

https://doi.org/10.5171/2015.197131

並列摘要

The aim of the present research is to explore the impact of the interaction on the brand perception using as base the Social Networking sites. We propose an extended model which provides relevant information of the evolution of brand perception, considering one of the most relevant processes for the human being: socialization as interaction through Social Media. The study was conducted in order to obtain the data with users of at least one Social Networking Site. We present a Brand perception scale measured as a combination of 5 dimensions: Affective perception, Functional perception, Reputation, Brand Experience and interaction through Social Media. The relevance of the research is based on the importance of the generation of innovative ways of being close to the consumer. Now, the product differentiation is based on how to give the information to the consumer, to make contact in a high level natural way: social life. So in this paper we would state that go over consumer social interactions are alternative marketing strategies in order to be close with the consumers. We confirmed the measurement scale proposed.

並列關鍵字

Branding ； Social Media ； Experiential Marketing