A investigadora Ana Margarida Barreto dará, no dia 5 de junho (15h00), uma masterclass a convite do GT de Jovens Investigadores da SOPCOM no ISCTE-IUL, Sala AA328 (Ala autónoma). A intervenção da investigadora do ICNOVA, onde coordena o GP Comunicação Estratégica e Processos de Tomada de Decisão (CE&PTD), tem por título “Does brand’s participation on facebook affect positively its brand equity?”.
These days the use of social network sites by organizations is a fait accompli. However, a main issue remains unclear: what is the impact of brands’ participation in social network sites (SNS) on their brand equity? To address this research topic five hypotheses were developed and tested. They were:
(H1) Users of SNS that follow the brand on these websites show more positive brand equity than users who do not follow the brand;
(H2) Brands’ participation in SNS produces beneficial changes in their relationship with their existing customers that follow the brand on SNS;
(H3) Brands’ participation in SNS contributes to the spread of positive “word of mouth” by the current brand’ clients that interact with it in social network sites;
(H4) positive “word of mouth” contributes to getting new users who will interact with the brand on the SNS;
(H5) Because they are online spaces of interaction, SNS are advertising spaces with low efficiency (i.e., with low values of click-‐through).
The main research question was address in three phases. First, a literature review and conceptual framework aimed at including the state of the art on four domains (brand equity, social network sites, social dynamics, and the spread of information) capable of containing an answer were performed.
In a second phase, the developed hypotheses that aim to answer the research question were tested through five studies -‐ all of which are contained in Chapter 3. 3.1 analyzes the impact of brands’ participation in SNS on the brand equity of three groups (consumers that follow the brand on Facebook, consumers that do not follow the brand on Facebook, although they use the site, and consumers that do not use Facebook) by applying a consumer-‐based brand equity scale, based on the theoretical dimensions presented in chapter 2.1 and validated statistically. Using a netnographic methodology, chapter 3.2 assess the impact of a brand’s participation on getting positive WOM by the brand followers on Facebook. Chapter 3.3 tests the relation between WOM and new followers (or new likes) through econometric methods. Through the use of eye-tracking technology in combination with a questionnaire, in chapter 3.4 the main purpose is to determine whether Facebook users actually look at displayed ads, thus y testing the existence of the phenomenon “banner blindness”.. The study is used to ascertain the effectiveness of paid advertising and its comparison with the number of friends’ recommendations. Finally, in chapter 3.5, through the use of a survey distributed online to brand followers, brand participation on Facebook was analyzed to determine if it benefits the relation between brand and consumers.
Phase three provides the confrontation and discussion of the theoretical analysis and empirical data. Besides confirming the five suggested hypothesis, the combined use of different methodologies chosen specifically for each goal is also shown to enrich the value of this work in both the academic and managerial domains. Keywords: relationship marketing; brand equity; social network sites; social networks; social dynamics; word of mouth.
Organização: GT Jovens Investigadores da SOPCOM
Mais informações: https://gtjovensinvestigadores.wordpress.com/masterclass/