Track

MVP

Presentation Type

Oral

Oral Session

Social Media and eWOM in Retailing

Description

The rapid growth of Facebook users allures brand managers to create their brands’ Facebook pages. This research applied social psychology theories to investigate the process by which consumers form an attitude towards a brand’s Facebook page from their friends’ “likes”.

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Nov 12th, 12:00 AM

How Consumers Form Attitude towards A Brand's Facebook Page from Friends' "Likes"?

The rapid growth of Facebook users allures brand managers to create their brands’ Facebook pages. This research applied social psychology theories to investigate the process by which consumers form an attitude towards a brand’s Facebook page from their friends’ “likes”.

 

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