The Power of "Like" How Brands Reach (and Influence) Fans Through Social-Media Marketing

被引：266
|
作者：
Lipsman, Andrew [1 ]
Mudd, Graham [2 ]
Rich, Mike [3 ]
Bruich, Sean
机构：
[1] ComScore, Mkt & Ind Anal, San Francisco, CA USA
[2] ComScore, Search & Media, San Francisco, CA USA
[3] ComScore, Custom Media Res Div, San Francisco, CA USA
来源：
JOURNAL OF ADVERTISING RESEARCH | 2012年 / 52卷 / 01期
关键词：
D O I：
10.2501/JAR-52-1-040-052
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
引用
收藏
页码：40 / 52
页数：13
相关论文
共 50 条
  • [31] Are social media marketing activities reaping benefits for brands? The moderating role of education
    Mathai, Shaji
    Kumar, Sushant
    Sreen, Naman
    Jeswani, Saket
    MARKETING INTELLIGENCE & PLANNING, 2025,
  • [32] Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands
    Kong, Hyun Min
    Witmaier, Alexander
    Ko, Eunju
    JOURNAL OF BUSINESS RESEARCH, 2021, 131 : 640 - 651
  • [33] Modelling the impact of social media marketing for apparel brands: evidence from India
    Gupta, Amit Kumar
    Srivastava, Vibhava
    INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, 2023, 18 (2-3) : 242 - 262
  • [34] Driving COBRAs: the power of social media marketing
    Cheung, Man Lai
    Pires, Guilherme D.
    Rosenberger III, Philip J.
    De Oliveira, Mauro Jose
    MARKETING INTELLIGENCE & PLANNING, 2021, 39 (03) : 361 - 376
  • [35] Formula milk brands marketing on Chinese social media Weibo - a content analysis
    Zhao, Jing
    Freeman, Becky
    Guo, Ruihua
    Li, Mu
    DIGITAL HEALTH, 2023, 9
  • [36] Engaging fans through social media: implications for team identification
    Meng, Matthew D.
    Stavros, Constantino
    Westberg, Kate
    SPORT BUSINESS AND MANAGEMENT-AN INTERNATIONAL JOURNAL, 2015, 5 (03) : 199 - 217
  • [37] INNOVATIONS IN THE INSURANCE MARKETING THROUGH SOCIAL MEDIA
    Hilker, Claudia
    INNOVATION MANAGEMENT, ENTREPRENEURSHIP AND CORPORATE SUSTAINABILITY (IMECS 2016), 2016, : 223 - 235
  • [38] Marketing in Higher Education Through Social Media
    Umesh, Nigarn Megha
    Goyal, Mredu
    Nova, Sangeetha
    INTERNATIONAL JOURNAL OF EARLY CHILDHOOD SPECIAL EDUCATION, 2022, 14 (03) : 3197 - 3202
  • [39] I Like Their Autonomy and Closeness to Me: Uncovering the Perceived Appeal of Social-Media Influencers
    Chou, Yu-Ling
    Lee, Hsuan-Jen
    Tsai, Jie
    Liang, En-Chi
    Chang, Yung-Ju
    PROCEEDINGS OF THE 2023 CHI CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS, CHI 2023, 2023,
  • [40] Micro-learning Platforms Brand Awareness Using Social-media Marketing and Customer Brand Engagement
    Mujica-Luna, Alejandro
    Villanueva, Esteban
    Lodeiros-Zubiria, Manuel Luis
    INTERNATIONAL JOURNAL OF EMERGING TECHNOLOGIES IN LEARNING, 2021, 16 (17) : 19 - 41
12345