El papel de las redes sociales como generadoras de "amor a la marca"

  1. Mariola Palazón
  2. Elena Delgado
  3. María Sicilia
Journal:
Universia Business Review

ISSN: 1698-5117

Year of publication: 2014

Issue: 41

Pages: 18-39

Type: Article

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More publications in: Universia Business Review

Abstract

Brand pages in social network sites are becoming a new form of virtual brand communities, in which consumers follow their favorite brands and exchange information and comments with them. Strong emotional relationships are appearing during these interactions. In this context brand love is being more and more used as a new managerial concept. This paper assesses to what extent brand pages are able to enhance brand love in social network sites. An empirical study was developed for comparing reactions of consumers who belong to a brand page with other consumers who do not follow that brand page in a social network site.

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