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dc.contributor.authorTsimonis, Georgiosen
dc.contributor.authorDimitriadis, Sergiosen
dc.contributor.authorOmar, Suhaen
dc.date.accessioned2019-01-09T13:51:55Z
dc.date.available2019-01-09T13:51:55Z
dc.date.issued2019
dc.identifier.citationTsimonis, G., Dimitriadis, S. and Omar, S. (2019) An Integrative Typology of Relational Benefits and Costs in Social Media Brand Pages. International Journal of Market Research,en
dc.identifier.issn1470-7853
dc.identifier.urihttp://hdl.handle.net/2086/17421
dc.descriptionThe file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.en
dc.description.abstractThis article focuses on consumer–brand relationships in the social media environment and suggests a typology of the benefits and costs consumers perceive when interacting with social media brand pages. Employing an online questionnaire, quantitative data were collected from 881 followers of popular brand pages on both Facebook and Twitter. Study results indicate that followers of brand pages on Facebook and Twitter perceive “social,” “functional,” “enjoyment,” “special treatment,” “self-enhancement,” “advice,” and “status” benefits. “Privacy concern,” “information overload,” and “ad irritation” are consumers’ perceived costs. As the same seven factors of relational benefits and three factors of relational costs have been confirmed across all Facebook and Twitter brand pages, it is argued that the structure and dimensions of relational benefits and costs are medium and brand invariant, and are perceived in the same way by Facebook and Twitter followers. Considering the rapid development of social media and their penetration in business marketing actions, this research contributes to the digital marketing literature by providing a better understanding of relational benefits, relational costs, and consumer–brand relationships in a social media context. Finally, the article offers recommendations to brand managers, when designing appropriate social media content, that can enhance and strengthen a brand’s relationship with its customers.en
dc.language.isoenen
dc.publisherSageen
dc.subjectRelational Benefitsen
dc.subjectRelational Costsen
dc.subjectSocial Mediaen
dc.subjectConsumer-brand relationshipsen
dc.subjectSocial Media Brand Pagesen
dc.titleAn Integrative Typology of Relational Benefits and Costs in Social Media Brand Pagesen
dc.typeArticleen
dc.identifier.doihttp://doi.org/10.1177/1470785318822270
dc.funderN/Aen
dc.projectidN/Aen
dc.cclicenceCC-BY-NC-NDen
dc.date.acceptance2018-12-10en


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