Exploring the brand personalities of Facebook, YouTube, and LinkedIn

M. Mutsikiwa and T. Maree

International Journal of Internet Marketing and Advertising, 2019, vol. 13, issue 4, 285-301

Abstract: For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries however; it has not been reported for social media brands. Aaker's brand personality scale (BPS), rooted in the big five personality theory, has been the preferred measurement for most studies on brand personality. This research assessed the structure of the BPS across different samples on three social media platforms - Facebook, YouTube, and LinkedIn. The findings indicate that social media brand personalities do not follow the original structure of the BPS.

Keywords: brand personality; consumers; marketing; online; personality theory; social media; social network sites; SNS; Facebook; YouTube; LinkedIn. (search for similar items in EconPapers)
Date: 2019
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