Generating brand awareness in Online Social Networks

By Albert A. Barreda, Anil Bilgihan, Khaldoon Nusair, Fevzi Okumus. Computers in Human Behavior, 2015

323 citations recorded by the source corpus.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e14371ebad82bde34d986c7bac0f49925e757843

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In Information Systems and Management

In Sociology and Political Science

Citations in the corpus

Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination (2020, methodology): “BE has been addressed in SMM literature either as an overall construct (Kim & Ko, 2012; Kumar et al., 2018; Schivinski & Dąbrowski, 2013; Yadav & Rahman, 2017), or as a second-order construct composed of two dimensions (brand image and brand awareness) (Barreda et al. 2015; Seo & Park, 2018).”
The effect of social media on firm performance (2017, background): “Shared information on social media is very effective in enhancing the purchasing and decision making behaviour of customers in travel related firms (Barreda et al., 2015).”
The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm (2017, background): “A few studies have illustrated online brand community characteristics and their impact on satisfaction, commitment, and brand awareness (Barreda et al., 2015; Jang et al., 2008).”
Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination (2018, background): “This finding is in line with the results of previous studies (Bruhn et al., 2012; Hutter et al., 2013; Schivinski and Dabrowski, 2015; Barreda et al., 2015).”
Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust (2020, background): “For instance, Barreda et al. (2015) and Lin (2013) establish that brand awareness affects consumer choices significantly and plays an important role in consumers’ purchase decision making procedure.”