Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites

Zahy Ramadan (), Maya F. Farah (), Ibrahim Abosag () and Batule Dahi ()
Additional contact information
Zahy Ramadan: Lebanese American University
Maya F. Farah: Lebanese American University
Ibrahim Abosag: Al Faisal University
Batule Dahi: Lebanese American University

A chapter in Advances in Digital Marketing and eCommerce, 2024, pp 15-22 from Springer

Abstract: Abstract Brand connections are one of the key marketing fields that have seen growth through social networking sites (SNS). The literature agrees that SNS users have positive relationships with their favorite brands based on their experiences. However, such acceptance could be formed prematurely, because sometimes analysis of consumer relationships excludes the mediator position of the social network itself. This study seeks to examine the mediating role in consumer relationships between affective and cognitive customers and SNS. Semi-structured, in-depth interviews with 41 people were conducted to establish qualitative research designs. The results indicate a deep affective customer-SNS partnership, which implies that SNS consumers and brands work together in a counterintuitive way. The results suggest that while SNS are trusted and highly valued by users, they do not always support brands. This shows that close relationships with social platforms outweigh users’ relationship with other brands on these SNS platforms. This study shows that SNS have an interfering adverse impact on consumer-brand relationships within these platforms. The research discusses the counterintuitive influence of social platforms on consumer-brand relationships.

Keywords: Social networking sites; Social media; Brand relationship; Brand community; Consumer experience (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-62135-2_3

Ordering information: This item can be ordered from
http://www.springer.com/9783031621352

DOI: 10.1007/978-3-031-62135-2_3

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().