Fostering Online Relationships With Brands Through Websites and Social Media Brand Pages. Issue 3 (16th April 2019)

• Record Type: Journal Article
• Authors: Pinto, Luisa; Loureiro, Sandra Maria Correia; Rita, Paulo; Sarmento, Eduardo Moraes
• Is Part Of: Journal of promotion management. Volume 25:Issue 3(2019)
• Page Start: 379
• Page End: 393
• Publication Date: 2019-04-16
• Subjects: online relationships -- websites -- Facebook -- Instagram -- social media; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2019.1557817
• Languages: English
• ISSNs: 1049-6491

Abstract

Abstract: The current study explores how brands create and maintain online relationships with consumers through their Websites, Facebook and Instagram brand pages. Findings show that Websites perform better in the two strategies disclosure and information dissemination. Regarding the strategy interactivity and involvement, websites lack interactive features that allow firms to engage with consumers, such as commenting and sharing opportunity. Managerial implications of the study are also provided.