Fostering Online Relationships With Brands Through Websites and Social Media Brand Pages

Luisa Pinto, Sandra Maria Correia Loureiro, Paulo Rita, Eduardo Moraes Sarmento

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

The current study explores how brands create and maintain online relationships with consumers through their Websites, Facebook and Instagram brand pages. Findings show that Websites perform better in the two strategies disclosure and information dissemination. Regarding the strategy interactivity and involvement, websites lack interactive features that allow firms to engage with consumers, such as commenting and sharing opportunity. Managerial implications of the study are also provided.

Original languageEnglish
Pages (from-to)379-393
JournalJournal of Promotion Management
Volume25
Issue number3
DOIs
Publication statusPublished - 16 Apr 2019

Keywords

  • Facebook
  • Instagram
  • online relationships
  • social media
  • websites

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