Commercial Exploitation of Facebook: How Companies Adopt Facebook as a Marketing Tool
نویسندگان
چکیده
As the population of Facebook users is growing fast, companies are paying more attention to the influence of social networks to promote brands and are using this rising platform to carry out many marketing activities, such as operating a Facebook Page, and hosting on-line events via such pages. However, few studies have discussed the benefit, which brands could attain by operating on Facebook Pages. This study took place in Taiwan where Facebook has been very popular and aims to understand the motivation and results regarding brand experience of consumers when using social networks and the reasons affecting consumers’ willingness to use companies’ Facebook Pages. In doing so, we propose a model to discuss the influence from intrinsic and extrinsic motivations: brand experience and E-Word of Mouth (E-WOM). Our results show that perceived ease of use and perceived usefulness positively influence brand experience; brand love and customer effort both directly influence brand experience. Yet, brand experience influences E-WOM directly and through Facebook pages such as loyalty. We believe that our results could be useful for companies looking to exploit Facebook as a marketing tool.
منابع مشابه
Open Innovation Marketing. A Case Study
Social networks and communities like facebook and myspace gain increasing importance in people’s everyday lives. Companies start to see these platforms as a chance for communicating to an attractive target group and deriving innovation ideas from this group. Yet, methods and tools to efficiently initiate and use open innovation projects in these environments are limited. This article explores o...
متن کاملContent marketing through data mining on Facebook social network
As the Internet has found its place within different sectors of society, the use of various social networks is increasing and that is why they are utilized for business purposes. Most commercial companies need to do marketing in social networks in order to introduce their goods and/or services. In marketing, appropriate and accurate advertisement of goods based on needs of users of these social...
متن کاملFacebook Platform as the Social Business and Marketing Model for Cosmetic Surgery: An Online Study
متن کامل
Social stream marketing on Facebook: a case study
Recently, social network marketing has gained tremendously in popularity. There are increasing numbers of Webbased companies that focus their marketing strategies on social network platforms such as Facebook, Twitter, etc. Even if social network marketing is perceived as a huge success, little or nothing is known about how well such social network-based marketing campaigns perform. To contribut...
متن کاملFacebook Platform as the Social Business and Marketing Model for Cosmetic Surgery: An Online Study
Facebook (TM) with 1.11 billion active monthly users worldwide has successfully proved its worth as a business platform for game developers.1,2 In United Kingdom alone, around 34 million hours are spent on Facebook each day.3 With the wide global use of Facebook (TM), it offers an innovative and invaluable platform for marketing small and large businesses. The use of social media in plastic sur...
متن کامل