| 000 | 01746nam a22002417a 4500 | ||
|---|---|---|---|
| 003 | ZW-GwMSU | ||
| 005 | 20241008080136.0 | ||
| 008 | 241008b |||||||| |||| 00| 0 eng d | ||
| 022 | _a14775212 | ||
| 040 |
_aMSU _bEnglish _cMSU _erda |
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| 050 | 0 | 0 | _aHF5415.1265 INT |
| 100 | 1 |
_aLogan, Kelty _eauthor |
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| 245 | 1 | 0 |
_aFollow the leader : _bunderstanding young adults' intentions to follow brands on Facebook/ _ccreated by Kelty Logan |
| 264 | 1 |
_aGeneva : _bInderscience, _c2016. |
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| 336 |
_2rdacontent _atext _btxt |
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| 337 |
_2rdamedia _aunmediated _bn |
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| 338 |
_2rdacarrier _avolume _bnc |
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| 440 |
_aInternational journal of internet marketing and advertising _vVolume 10, number 3 |
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| 520 | 3 | _aTwo theoretical models - the Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) - were used to evaluate how young adults decide to follow brands on Facebook. An online survey was fielded among approximately 500 current social media users. Established scales measured nine variables: behavioural and normative beliefs, perceived ease of use, perceived usefulness, information-seeking behaviour, social media self-efficacy, brand consciousness, attitudes towards the act, and intent to act. Results indicated that following brands was more influenced by users' assessments of the benefits (utility) and ease of use attributed to the activity than by peer influence. As a result of these findings, it is recommended to practitioners that brand activities on Facebook should focus on current and potential consumers by extending consumer promotional activities. | |
| 650 |
_aTheory of planned behaviour _vFacebook _xInformation-seeking behaviour |
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| 856 | _uhttps://doi.org/10.1504/IJIMA.2016.080164 | ||
| 942 |
_2lcc _cJA |
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| 999 |
_c167567 _d167567 |
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