Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings

By R. Naylor, Cait Lamberton, Patricia M. West. 2012

647 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/030a47f55d53a378c451c611c37c234d9ff59c4e

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Citations in the corpus

Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity (2018, result): “…WTPp. Finally, this study adds to previous research that highlights the effect on brand evaluations of interactions on social networking (e.g., Naylor et al., 2012), and supplements previous research (e.g., Stokburger-Sauer et al., 2012; Torres et al., 2017) on consumers’ identification with…”
Social commerce: The transfer of power from sellers to buyers (2015, background): “Current literature on social support shows how SNSs are likely to provide online social support (Ballantine and Stephenson, 2011; Crocker and Canevello, 2008; Hwang et al., 2010; Obst and Stafurik, 2010; Teoh et al., 2009; Wangberg et al., 2008; Wellman et al., 1996).”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “The decline of traditional communication channels and societal reliance on bricks-and-mortar operations, has necessitated that businesses seek best practices use of digital and social media marketing strategies to retain and increase market share (Naylor et al., 2012; Schultz & Peltier, 2013).”
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “2004), innovation (Cui and Wu 2016), digital environments (e.g., social media; Naylor et al. 2012), and retailing (Kim and Phalak 2012).”
A study of the impact of social media on consumers (2014, background): “2003; Pavlou 2003) .”
Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism (2016, background): “Fourth, many brand pages show pictures of Facebook users (with an algorithm giving preference to showing friends) who “like” their page (Naylor, Lamberton, and West 2012).”
How Language Shapes Word of Mouth's Impact (2017, background): “Similarly, researchers often describe any positive word of mouth as a “recommendation,” regardless of whether consumers actually use that word (e.g., Berger 2014; Cheema and Kaikati 2010; Naylor, Lamberton, and West 2012; Wojnicki and Godes 2011).”
Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust - A theoretical analysis (2014, background): “, whether the message comes from a close friend, an unfamiliar friend, or from the firm) has an impact on the users’ trust on a eWOM (Dou, Walden, Lee, & Lee, 2012; Naylor et al., 2012).”
Does “Liking” Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes (2017, background): “For example, revealing the demographic characteristics of brand SNmembers positively affects brand evaluations and purchase intentions (Naylor, Lamberton, and West 2012).”
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, background): “…brand communities (Kamboj & Rahman, 2016) on the motivations to use SNS, and on the type of SNS usage (Barker, 2008; Rohm, Kaltcheva, & Milne, 2013), or on consumer brand evaluations and purchase intentions based on consumer–brand interactions on social media (Naylor et al., 2012).”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “…to understand some psychological aspects about how people behave on social media platforms and why they do what they do (Toubia and Stephen 2013; Naylor, Lamberton, and West 2012) or how using a social media platform affects seemingly unrelated psychology such as self-control (Wilcox and…”