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Advisor(s)
Abstract(s)
Since the presence of brands on social networking sites is now a constant in accordance with the relational paradigm, it is important to understand the impact of this presence in the relationship brand-consumer, in particular in engagement, the main objective of this study. Given the specific nature of social networks, brands have been using them as a way to get closer to the consumer, as part of their daily life and their social relations, seeking to be perceived as “friendly” brands and reinforce feelings of belonging and commitment. From the universe of brands, Cubanas was the brand selected, based on RankUPT, a statistics website aimed at the analysis of Facebook’s activity in Portugal that makes a daily measurement of homepages, based on the number of fans. A netnographic study was conducted, through a non-interventionist observational technique, added with a collection of qualitative behavioral data which took place between March and December 2015, and also considering the use of secondary data for the descriptive analysis of the brands in question. Metrics used for measuring engagement were the most commonly used in other studies (e.g., likes, sharing, commenting), along with the Malhotra, Malhotra and See (2013) criteria for the drivers of engagement. The results are discussed and the academic and business implications of the study are examined, in particular for branding and relationship marketing.
Description
Keywords
Branding Engagement Fashion brands Netnographics Social networks
Citation
ANTUNES, Ana Cristina; MIRANDA, Sandra; MACHADO, Ana Teresa - The art of engagement: brands on social networks. In: International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour (ICIEM), Lisboa (Universidade Europeia), 2016 (20-21 may)