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Title: Towards a typology of consumer–brand interactions on Facebook
Authors: Machado, Joana César
Azar, Salim L.
Vacas-de-Carvalho, Leonor
Mendes, Ana
Keywords: social networking sites
online branding
consumer behavior
cluster analysis
Issue Date: May-2015
Publisher: EMAC
Citation: Machado, J., Azar, S., Vacas-de-Carvalho, L. and Mendes, A. (2015), “Towards a typology of consumer–brand interactions on Facebook”, 44nd EMAC Annual Conference, Leuven, Belgium, 26-29 May, 2015
Abstract: Facebook has become a key player in branding activities. However empirical research on consumer–brand interaction on Facebook is still in its infancy. The aim of this research is to provide additional insights to brand managers on how to increase consumers’ interaction with brands on Facebook. We develop a new typology of consumers based on consumer motivations to interact with brands on Facebook and explore these interactions. Building on the five motivations that influence consumers’ interactions, a classification using clustering techniques reveals four different groups of consumers: “brand detached”, “brand profiteers”, “brand companions” and “brand reliants”. Our results provide valuable insights, assisting brand managers in developing strategies for effectively reaching the most desirable groups of consumers.
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

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