What is it about?
The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs.
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Why is it important?
This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB.
Perspectives
The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: All in the value, European Journal of Marketing, June 2018, Emerald,
DOI: 10.1108/ejm-03-2017-0189.
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