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500,000, 50,000 or 50 Fans on Facebook – Is It of any Avail?

  • Robert Zniva*
  • , Stefan Wiesel
    • *Corresponding author for this work
  • Vienna University of Economics and Business

Research output: Contribution to conference › Paper › peer-review

Abstract

The purpose of this study is to empirically test the assumption that a retailer´s corporate communication via Facebook effects attitudes of consumers toward the retailer, his prices and assortment as well as repurchase intention and spending. A quasi-experimental study is employed using a repeated-measures ANOVA design, wherein ninety-three students are investigated over a period of four weeks. The results show no significant effect of the corporate communication actions on the measured attitudes, repurchase intention and spending. The outcome of the study questions the proposed value of fans on corporate pages in social network sites.
Original languageEnglish
Publication statusPublished - 2012
Externally publishedYes
EventGlobal Marketing Conference - Seoul, Korea, Republic of
Duration: 19 Jul 2012 → 20 Jul 2012
http://www.kamsconference.org/2012/

Conference

ConferenceGlobal Marketing Conference
Abbreviated titleGMC
Country/TerritoryKorea, Republic of
CitySeoul
Period19/07/12 → 20/07/12
Internet address

ASJC Scopus subject areas

  • Marketing

Classification according to Österreichische Systematik der Wissenschaftszweige (ÖFOS 2012)

  • 502019 Marketing

Applied Research Level (ARL)

  • Not applicable

Research focus/foci

  • Future Service Industries

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