Exploring the Facebook Like: a product and service perspective

Purpose – The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like”. To this end, motivations behind liking a brand a...

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Veröffentlicht in:	Journal of research in interactive marketing 2015-10, Vol.9 (4), p.337-354
Hauptverfasser:	Pelletier, Mark J, Blakeney Horky, Alisha
Format:	Artikel
Sprache:	eng
Schlagworte:	Business communications Communication Consumer behavior Consumers Customer services Direct marketing Electronic commerce Marketing Marketing strategy/methods Purchase intention Qualitative analysis Social networks Social research Studies Success User behavior
Online-Zugang:	Volltext
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