Factors influencing brands’ reputation on social media

Alves Joana, Teixeira Sara (), Oliveira Zaila and Teixeira Sandrina
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Alves Joana: ISCAP, University Polytechnic of Porto, Porto, Portugal
Teixeira Sara: CEOS.PP, ISCAP, University Polytechnic of Porto, Porto, Portugal
Oliveira Zaila: University of Maia, Portugal, Maia, Portugal; CEOS.PP, University Polytechnic of Porto, Porto, Portugal; Research unit NECE, University of Beira Interior, Covilhã, Portugal
Teixeira Sandrina: CEOS.PP, ISCAP, University Polytechnic of Porto, Porto, Portugal

Management & Marketing, 2024, vol. 19, issue 4, 692-709

Abstract: Social networks considerably impact brand reputation, influencing consumer behaviour, perceptions, and purchase intentions. The content of brands on social media is central to consumer attitudes and behaviour and the formulation of opinions about the brand and its reputation. Therefore, this research aims to identify the factors that influence the reputation of brands on social media. A quantitative methodology was adopted using the online questionnaire data collection technique through a non-probabilistic convenience sample (N=185). After statistical analysis using PLS-SEM, the results show that social media influencers contribute to brand reputation on social networks. This article contributes to understanding the role of social networks in brand reputation by showing the aspects that most influence reputation and providing marketing professionals and managers with the most effective tools for their brands’ reputation.

Keywords: brand reputation; brand content; social media; influencers; influencer factors (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:19:y:2024:i:4:p:692-709:n:1006

DOI: 10.2478/mmcks-2024-0031

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