000			01818nam a22002537a 4500
003			ZW-GwMSU
005			20241008091435.0
008			241008b |||||||| |||| 00| 0 eng d
022			_a14775212
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.1265
100	1		_aYılmaz, Hakan _eauthor
245	1	0	_aBrand followers : _bmotivations and attitudes of consumers to follow brands in social media/ _ccreated by Hakan Yılmaz and Ebru Enginkaya
264	1		_aGeneva : _bInderscience, _c2015.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aInternational journal of internet marketing and advertising _vVolume 9, number 1
520	3		_aSocial media (SM) strategies are vital for brands to stay connected with consumers. Although the brands' purposes are explicit, consumers' motivations of interacting with brands in SM are more tentative. The aim of this study is to examine consumer motivations and attitudes of following brand pages in SM. A scale development procedure was followed after the literature review and qualitative assessments. Principle component analyses with first sample revealed 'conversation', 'brand affiliation', 'opportunity seeking', 'entertainment', and 'investigation' motives that lead consumers to follow brands in social media. Reliability, validity and predictive properties of motivation constructs were tested with CFA and SEM analyses in a validation sample. Brand affiliation and opportunity seeking were indicated as significant factors on attitudes toward following brands through SM.
650			_aSocial media marketing _vBrand following motivation _xConsumer attitudes
700	1		_aEnginkaya, Ebru _eco author
856			_uhttps://doi.org/10.1504/IJIMA.2015.068356
942			_2lcc _cJA
999			_c167573 _d167573