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Consumer Values as Mediators in Social Network Information Search Read chapter Read first chapter

2017 | OriginalPaper | Chapter

The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions

Authors : Patrick Hartmann, Vanessa Apaolaza, Jiaxun He, Jose M. Barrutia, Carmen Echebarria

Published in: Advances in Advertising Research (Vol. VII)

Publisher: Springer Fachmedien Wiesbaden

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Online social networking sites (SNS) such as Facebook or Twitter provide advertiser with new channels to contact and interact with potential target groups. Brand profiles enable companies to interact with consumers in a direct personalized way (Kelly et al., 2010; Rowley, 2009). The interactivity between consumers and the brand is based on playful experiences, entertainment, information and active participation.

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previous chapter Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany
next chapter Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms
Metadata
Title
The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions
Authors
Patrick Hartmann
Vanessa Apaolaza
Jiaxun He
Jose M. Barrutia
Carmen Echebarria
Copyright Year
2017
Book
Advances in Advertising Research (Vol. VII)

Print ISBN: 978-3-658-15219-2

Electronic ISBN: 978-3-658-15220-8

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-658-15220-8_3