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- W2552969246 abstract "This research aims to contribute to the understanding of how brand impressions in social networking sites influence brand recall. Further, the relationship between the built-in metrics offered by social networking sites and brand recall are also examined to assess the validity of these metrics as measures of advertising effectiveness. Results indicate a positive relationship between brand recall and self-brand congruence, tie-strength with, trust toward, and perceived popularity of the profile associated with the post, and clicking a link embedded in the post / ad in which the brand appears. On the other hand, there is not a significant difference between the levels of brand involvement, homophily with the profile associated with the post / ad, like-count, and four types of built-in user-interaction options including liking, sharing, posting a comment and tagging among the brands that were successfully retrieved from the memory and those were not." @default.
- W2552969246 created "2016-11-30" @default.
- W2552969246 creator A5003767751 @default.
- W2552969246 creator A5038771252 @default.
- W2552969246 date "2017-01-01" @default.
- W2552969246 modified "2023-09-27" @default.
- W2552969246 title "Determinants of Brand Recall in Social Networking Sites" @default.
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- W2552969246 doi "https://doi.org/10.4018/978-1-5225-1686-6.ch007" @default.
- W2552969246 hasPublicationYear "2017" @default.
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