Explicating the “Like” on Facebook brand pages: The effect of intensity of Facebook use
Phua, Joe, and Sun Joo (Grace) Ahn (2016). Explicating the “Like” on Facebook brand pages: The effect of intensity of Facebook use, number of overall “Likes,” and number of friends’ “Likes” on consumers’ brand outcomes. Journal of Marketing Communications, 22(5), 544-559. doi: 10.1080/13527266.2014.941000
Abstract: This study examined the relationship between the number of overall ‘likes’ and friends’ ‘likes’ on Facebook brand pages in influencing consumers’ brand attitude, brand trust, brand involvement, and purchase intention, drawing upon theoretical concepts including diffusion of innovations, social capital theory, strength of weak ties, sociometric versus perceptual popularity, and prior research in online impression formation. Results of a 2 × 2 experiment revealed significant main effects of number of overall ‘likes’ and friends’ ‘likes’ on key dependent measures. A significant interaction effect was also found between overall ‘likes’ and friends’ ‘likes’. Additionally, intensity of Facebook use also mediated the relationships between number of overall ‘likes’ and friends’ ‘likes’ with brand attitude, brand trust, and purchase intention.
Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. […]
Bartosz WojdynskiCamila EspinaKate KeibJennifer MalsonHyejin BangYen-I Lee
A Social Networks Approach to Online Social Movement:
Abstract: The movement to free Al Jazeera journalists (#FreeAJStaff), imprisoned by Egyptian authorities, utilized Twitter over almost two years, between 2014 and 2015. This study applied a social networks approach to study patterns of information flow, social mediators, and clusters, formed by the #FreeAJStaff movement on Twitter.Analysis of 22 months of data found social mediators […]