Efficacy of Facebook Fans: Can They Influence Perception of the Brand?
Author(s)
Mike Behan*
ABSTRACT
Using a qualitative single case study methodology, this research studied the effect that a Facebook page has on friends of the brand. The problem under investigation is the lack of understanding effects social media sites like Facebook has on the perception of the brand by the user. The data collected suggests that the use of Facebook by a SME does help maintain and in some cases increase the perception of the brand in the positive. The analysis of the data additionally shows this effect on brand perception is based on the drivers of a) connectivity, b) change of perception, c) internal value, d) goodwill, and e) the decision process. Interview participants indicate the importance Facebook has as a marketing communication tool. The findings from the research suggest that Facebook use by SMEs is an important component of an integrated approach to marketing communications when considering the perception of the brand. This research also raises important questions as to what significance Facebook use by SMEs has over other traditional marketing communication methods when creating, communicating, and delivering a message of value.
Using a qualitative single case study methodology, this research studied the effect that a Facebook page has on friends of the brand. The problem under investigation is the lack of understanding effects social media sites like Facebook has on the perception of the brand by the user. The data collected suggests that the use of Facebook by a SME does help maintain and in some cases increase the perception of the brand in the positive. The analysis of the data additionally shows this effect on brand perception is based on the drivers of a) connectivity, b) change of perception, c) internal value, d) goodwill, and e) the decision process. Interview participants indicate the importance Facebook has as a marketing communication tool. The findings from the research suggest that Facebook use by SMEs is an important component of an integrated approach to marketing communications when considering the perception of the brand. This research also raises important questions as to what significance Facebook use by SMEs has over other traditional marketing communication methods when creating, communicating, and delivering a message of value.
Cite this paper
Behan, M. (2014) Efficacy of Facebook Fans: Can They Influence Perception of the Brand?. Open Journal of Business and Management, 2, 281-291. doi: 10.4236/ojbm.2014.24033.
Behan, M. (2014) Efficacy of Facebook Fans: Can They Influence Perception of the Brand?. Open Journal of Business and Management, 2, 281-291. doi: 10.4236/ojbm.2014.24033.
References
[1] Hardey, M. (2011) Generation C: Content, Creation, Connections and Choice. International Journal of Market Research, 53, 749-770. http://dx.doi.org/10.2501/IJMR-53-6-749-770 [2] Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002 [3] Piskorski, M. (2011) Social Strategies That Work. Harvard Business Review, 89, 116-122. [4] Sago, B. (2010) The Influence of Social Media Message Sources on Millennial Generation Consumers. International Journal of Integrated Marketing Communications, 2, 7-18. [5] Castronovo, C. and Huang, L. (2012) Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development & Competitiveness, 6, 117-136. [6] Sago, B. (2010) The Influence of Social Media Message Sources on Millennial Generation Consumers. International Journal of Integrated Marketing Communications, 2, 7-18. [7] Boyd, D.M. and Ellison, N.B. (2008) Social-Networking Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communications, 13, 210-230.
http://dx.doi.org/10.1111/j.1083-6101.2007.00393.x [8] McLaughlin, C. and Davenport, L. (2010) Brand Community Success Factors: A Study of Two Facebook Brand Community Features. American Academy of Advertising Conference Proceedings, 1, 78-79. [9] Internet Stats. (2012) http://www.adweek.com/information [10] Owen, R. and Humphrey, P. (2009) The Structure of Online Marketing Communication Channels. Journal of Management & Marketing Research, 4, 54-62. [11] Facebook Statistics. (2012) http://www.facebook.com/statistics [12] Lipsman, A., Mud, G., Rich, M. and Bruich, S. (2012) The Power of “Like”: How Brands Reach (and Influence) Fans through Social-Media Marketing. Journal of Advertising Research, 52, 40-52.
http://dx.doi.org/10.2501/JAR-52-1-040-052 [13] Hardey, M. (2011) Generation C. International Journal of Market Research, 53, 749-770.
http://dx.doi.org/10.2501/IJMR-53-6-749-770 [14] Piskorski, M. (2011) Social Strategies That Work. Harvard Business Review, 89, 116-122. [15] Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002 [16] Ankeny, J. (2012) Facelift. Entrepreneur, 39, 56-59. [17] Spiller, L., Tuten, T. and Carpenter, M. (2011) Social Media and Its Role in Direct and Interactive IMC: Implications for Practitioners and Educators. International Journal of Integrated Marketing Communications, 3, 74-85. [18] Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. http://dx.doi.org/10.2307/1252308 [19] Novak, T.P., Hoffman, D.L. and Yung, Y.F. (2000) Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19, 22-42.
http://dx.doi.org/10.1287/mksc.19.1.22.15184 [20] Dwyer, F., Schurr, P.H. and Oh, S. (1987) Developing Buyer-Seller Relationships. Journal of Marketing, 51, 11-27. http://dx.doi.org/10.2307/1251126 [21] Yin, R.K. (2009) Case Study Research, Design and Methods. 4th Edition, Sage, Thousand Oaks. [22] Creswell, J.W. (2009) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 3rd Edition, Sage Publications, Thousand Oaks. [23] O’Donnell, A., Gilmore, A., Carson, D. and Cummins, D. (2002) Competitive Advantage in Small to Medium-Sized Enterprises. Journal of Strategic Marketing, 10, 205-223.
http://dx.doi.org/10.1080/09652540210151388 [24] Cooper, D. and Schindler, P. (2011) Business Research Methods. 11th Edition, McGraw Hill, Boston. [25] Miles, M.B. and Huberman, A.M. (1994) Qualitative Data Analysis: An Expanded Sourcebook. Sage Publications, Beverly Hills. [26] Kotler, P. (1973) The Major Tasks of Marketing Management. Journal of Marketing, 37, 42-49.
http://dx.doi.org/10.2307/1250357 [27] Kotler, P. (2005) The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought. Journal of Public Policy & Marketing, 24, 114-116.
http://dx.doi.org/10.1509/jppm.24.1.114.63903 [28] Hunt, S.D. (1976) The Nature and Scope of Marketing. Journal of Marketing, 40, 17-28.
http://dx.doi.org/10.2307/1249990 [29] Porter, M.E. (1979) How Competitive Forces Shape Strategy. Harvard Business Review, 57, 137-145. [30] Kohli, A.K. and Jaworski, B.J. (1990) Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54, 1-18. http://dx.doi.org/10.2307/1251866 [31] Smith, B.G. (2010) Beyond Promotion: Conceptualizing Public Relations in Integrated Marketing Communications. International Journal of Integrated Marketing Communications, 2, 47-57. [32] Kliatchko, J. (2005) Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24, 7-34.
[1] Hardey, M. (2011) Generation C: Content, Creation, Connections and Choice. International Journal of Market Research, 53, 749-770. http://dx.doi.org/10.2501/IJMR-53-6-749-770 [2] Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002 [3] Piskorski, M. (2011) Social Strategies That Work. Harvard Business Review, 89, 116-122. [4] Sago, B. (2010) The Influence of Social Media Message Sources on Millennial Generation Consumers. International Journal of Integrated Marketing Communications, 2, 7-18. [5] Castronovo, C. and Huang, L. (2012) Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development & Competitiveness, 6, 117-136. [6] Sago, B. (2010) The Influence of Social Media Message Sources on Millennial Generation Consumers. International Journal of Integrated Marketing Communications, 2, 7-18. [7] Boyd, D.M. and Ellison, N.B. (2008) Social-Networking Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communications, 13, 210-230.
http://dx.doi.org/10.1111/j.1083-6101.2007.00393.x [8] McLaughlin, C. and Davenport, L. (2010) Brand Community Success Factors: A Study of Two Facebook Brand Community Features. American Academy of Advertising Conference Proceedings, 1, 78-79. [9] Internet Stats. (2012) http://www.adweek.com/information [10] Owen, R. and Humphrey, P. (2009) The Structure of Online Marketing Communication Channels. Journal of Management & Marketing Research, 4, 54-62. [11] Facebook Statistics. (2012) http://www.facebook.com/statistics [12] Lipsman, A., Mud, G., Rich, M. and Bruich, S. (2012) The Power of “Like”: How Brands Reach (and Influence) Fans through Social-Media Marketing. Journal of Advertising Research, 52, 40-52.
http://dx.doi.org/10.2501/JAR-52-1-040-052 [13] Hardey, M. (2011) Generation C. International Journal of Market Research, 53, 749-770.
http://dx.doi.org/10.2501/IJMR-53-6-749-770 [14] Piskorski, M. (2011) Social Strategies That Work. Harvard Business Review, 89, 116-122. [15] Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002 [16] Ankeny, J. (2012) Facelift. Entrepreneur, 39, 56-59. [17] Spiller, L., Tuten, T. and Carpenter, M. (2011) Social Media and Its Role in Direct and Interactive IMC: Implications for Practitioners and Educators. International Journal of Integrated Marketing Communications, 3, 74-85. [18] Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. http://dx.doi.org/10.2307/1252308 [19] Novak, T.P., Hoffman, D.L. and Yung, Y.F. (2000) Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19, 22-42.
http://dx.doi.org/10.1287/mksc.19.1.22.15184 [20] Dwyer, F., Schurr, P.H. and Oh, S. (1987) Developing Buyer-Seller Relationships. Journal of Marketing, 51, 11-27. http://dx.doi.org/10.2307/1251126 [21] Yin, R.K. (2009) Case Study Research, Design and Methods. 4th Edition, Sage, Thousand Oaks. [22] Creswell, J.W. (2009) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 3rd Edition, Sage Publications, Thousand Oaks. [23] O’Donnell, A., Gilmore, A., Carson, D. and Cummins, D. (2002) Competitive Advantage in Small to Medium-Sized Enterprises. Journal of Strategic Marketing, 10, 205-223.
http://dx.doi.org/10.1080/09652540210151388 [24] Cooper, D. and Schindler, P. (2011) Business Research Methods. 11th Edition, McGraw Hill, Boston. [25] Miles, M.B. and Huberman, A.M. (1994) Qualitative Data Analysis: An Expanded Sourcebook. Sage Publications, Beverly Hills. [26] Kotler, P. (1973) The Major Tasks of Marketing Management. Journal of Marketing, 37, 42-49.
http://dx.doi.org/10.2307/1250357 [27] Kotler, P. (2005) The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought. Journal of Public Policy & Marketing, 24, 114-116.
http://dx.doi.org/10.1509/jppm.24.1.114.63903 [28] Hunt, S.D. (1976) The Nature and Scope of Marketing. Journal of Marketing, 40, 17-28.
http://dx.doi.org/10.2307/1249990 [29] Porter, M.E. (1979) How Competitive Forces Shape Strategy. Harvard Business Review, 57, 137-145. [30] Kohli, A.K. and Jaworski, B.J. (1990) Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54, 1-18. http://dx.doi.org/10.2307/1251866 [31] Smith, B.G. (2010) Beyond Promotion: Conceptualizing Public Relations in Integrated Marketing Communications. International Journal of Integrated Marketing Communications, 2, 47-57. [32] Kliatchko, J. (2005) Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24, 7-34.