Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study)

Arash Ghasemi, Shahrzad Chitsaz and Hamid Saeedi
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Arash Ghasemi: University, Tehran, Iran
Shahrzad Chitsaz: University, Tehran, Iran
Hamid Saeedi: University, Tehran, Iran

Postmodern Openings, 2018, vol. 9, issue 2, 45-69

Abstract: By the advent of social networks based on internet, an individual can communicate with hundreds of people about a product and its production company; different social networks enable the products to be proposed to the active communities and interested people. Hence; the aim of the current study is reviewing the literature of effective factors on brand commitment in social networks, emphasizing on the role of brand page to be adequately familiar with the aspects of marketing such as advertisements and branding in social networks and clarify the path for the companies to use new created space in social networks for more and better interaction with its consumers. In terms of goal, the current study is applied, in terms of nature, it is descriptive and methodologically, it is library of theoretical type. The investigations showed that brand page is a relatively new environment and consumers’ beliefs towards brand pages in social media can be assumed to be formed based on their previous experiences of created content through brands in social media such as the ads of these media. Therefore, appropriate space (links, image and web browser) is recommended to be created to communicate about brand and the product in order to increase interest towards brand in social networks.

Keywords: Brand; Social networks; Brand page; Commitment; Friendship. (search for similar items in EconPapers)
JEL-codes: A23 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:lum:rev3rl:v:9:y:2018:i:2:p:45-69

DOI: 10.18662/po/17

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