Social Networks and Online Advertising: Should Companies Promote Their Brand Fan Page or Their Brand Website?

Jean-Eric Pelet (), Saïd Ettis, Salma Hammami and Alexandre Schwob
Additional contact information
Jean-Eric Pelet: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Saïd Ettis: Université de Gabès = University of Gabes
Salma Hammami: Université de Tunis
Alexandre Schwob: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: The use of social network systems as an advertising medium is an important issue that remains poorly investigated in academic research. Social networks, such as Facebook, offer companies the possibility to communicate through banners either with links to an ad that brings consumers to the "fan page" of their brand on the social network system, or with a link to a brand website which is external to the social network. In this research, we investigate the effectiveness of these two options from the user perspective. Our investigation addresses users' attitude, perceived credibility, irritation, perceived originality, liking toward the ad and intents of purchase toward the related brand. Data was collected using an online survey. Results show that advertising the "fan page" of the brand is better perceived than advertising the brand website. Banners with links to the "fan page" of the brand are indeed perceived as less irritating and more original. Moreover they generate higher approval and a more positive attitude toward the brand. All this in turn encourages intention to purchase and recommend the brand. Theoretical and managerial implications of these findings as well as limitations and future directions for research are discussed.

Keywords: internet user; purchase intention; online advertising; advertising medium; advertising strategy (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Published in AMS 2014 World Marketing Congress, Academy of Marketing Science, 2014, Lima, Peru. pp.549-562, ⟨10.1007/978-3-319-19428-8_137⟩

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:hal:journl:hal-04477812

DOI: 10.1007/978-3-319-19428-8_137

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().