Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites
Brand connections are one of the key marketing fields that have seen growth through social networking sites (SNS). The literature agrees that SNS users have positive relationships with their favorite brands based on their experiences. However, such acceptance could be formed prematurely, because som...
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| مؤلفون آخرون: | , , |
| التنسيق: | conferenceObject |
| منشور في: |
2024
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/15877 https://doi.org/10.1007/978-3-031-62135-2_3 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-62135-2_3 |
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إضافة وسم
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| _version_ | 1864513476688347136 |
|---|---|
| author | Ramadan, Zahy |
| author2 | Farah, Maya F. Abosag, Ibra Dahi, Batule |
| author2_role | author author author |
| author_facet | Ramadan, Zahy Farah, Maya F. Abosag, Ibra Dahi, Batule |
| author_role | author |
| dc.contributor.none.fl_str_mv | Martínez-López, Francisco J. Martinez, Luis F. Brüggemann, Philipp |
| dc.creator.none.fl_str_mv | Ramadan, Zahy Farah, Maya F. Abosag, Ibra Dahi, Batule |
| dc.date.none.fl_str_mv | 2024-07-15T10:36:25Z 2024-07-15T10:36:25Z 2024 2024-06-20 |
| dc.identifier.none.fl_str_mv | 9783031621352 http://hdl.handle.net/10725/15877 https://doi.org/10.1007/978-3-031-62135-2_3 Ramadan, Z., Farah, M. F., Abosag, I., & Dahi, B. (2024, June). Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites. In Digital Marketing & eCommerce Conference (pp. 15-22). Cham: Springer Nature Switzerland. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-62135-2_3 |
| dc.language.none.fl_str_mv | en |
| dc.publisher.none.fl_str_mv | Springer |
| dc.relation.none.fl_str_mv | Springer proceedings in business and economics |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Electronic commerce -- Congresses Internet marketing -- Congresses |
| dc.title.none.fl_str_mv | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites Advances in Digital Marketing and eCommerce : fifth International Conference, 2024 |
| dc.type.none.fl_str_mv | Conference Paper / Proceeding info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/conferenceObject |
| description | Brand connections are one of the key marketing fields that have seen growth through social networking sites (SNS). The literature agrees that SNS users have positive relationships with their favorite brands based on their experiences. However, such acceptance could be formed prematurely, because sometimes analysis of consumer relationships excludes the mediator position of the social network itself. This study seeks to examine the mediating role in consumer relationships between affective and cognitive customers and SNS. Semi-structured, in-depth interviews with 41 people were conducted to establish qualitative research designs. The results indicate a deep affective customer-SNS partnership, which implies that SNS consumers and brands work together in a counterintuitive way. The results suggest that while SNS are trusted and highly valued by users, they do not always support brands. This shows that close relationships with social platforms outweigh users’ relationship with other brands on these SNS platforms. This study shows that SNS have an interfering adverse impact on consumer-brand relationships within these platforms. The research discusses the counterintuitive influence of social platforms on consumer-brand relationships. |
| eu_rights_str_mv | openAccess |
| format | conferenceObject |
| id | LAURepo_b36a74dd33fa3a0f2fe9eeda618661e7 |
| identifier_str_mv | 9783031621352 Ramadan, Z., Farah, M. F., Abosag, I., & Dahi, B. (2024, June). Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites. In Digital Marketing & eCommerce Conference (pp. 15-22). Cham: Springer Nature Switzerland. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/15877 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Springer |
| repository.mail.fl_str_mv | |
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| spelling | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking SitesAdvances in Digital Marketing and eCommerce : fifth International Conference, 2024Ramadan, ZahyFarah, Maya F.Abosag, IbraDahi, BatuleElectronic commerce -- CongressesInternet marketing -- CongressesBrand connections are one of the key marketing fields that have seen growth through social networking sites (SNS). The literature agrees that SNS users have positive relationships with their favorite brands based on their experiences. However, such acceptance could be formed prematurely, because sometimes analysis of consumer relationships excludes the mediator position of the social network itself. This study seeks to examine the mediating role in consumer relationships between affective and cognitive customers and SNS. Semi-structured, in-depth interviews with 41 people were conducted to establish qualitative research designs. The results indicate a deep affective customer-SNS partnership, which implies that SNS consumers and brands work together in a counterintuitive way. The results suggest that while SNS are trusted and highly valued by users, they do not always support brands. This shows that close relationships with social platforms outweigh users’ relationship with other brands on these SNS platforms. This study shows that SNS have an interfering adverse impact on consumer-brand relationships within these platforms. The research discusses the counterintuitive influence of social platforms on consumer-brand relationships.ix, 318 pages : illustrations (some color)Includes bibliographical references.SpringerMartínez-López, Francisco J.Martinez, Luis F.Brüggemann, Philipp2024-07-15T10:36:25Z2024-07-15T10:36:25Z20242024-06-20Conference Paper / Proceedinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/conferenceObject9783031621352http://hdl.handle.net/10725/15877https://doi.org/10.1007/978-3-031-62135-2_3Ramadan, Z., Farah, M. F., Abosag, I., & Dahi, B. (2024, June). Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites. In Digital Marketing & eCommerce Conference (pp. 15-22). Cham: Springer Nature Switzerland.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://link.springer.com/chapter/10.1007/978-3-031-62135-2_3enSpringer proceedings in business and economicsinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/158772024-08-21T09:46:57Z |
| spellingShingle | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites Ramadan, Zahy Electronic commerce -- Congresses Internet marketing -- Congresses |
| status_str | publishedVersion |
| title | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites |
| title_full | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites |
| title_fullStr | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites |
| title_full_unstemmed | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites |
| title_short | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites |
| title_sort | Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites |
| topic | Electronic commerce -- Congresses Internet marketing -- Congresses |
| url | http://hdl.handle.net/10725/15877 https://doi.org/10.1007/978-3-031-62135-2_3 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-62135-2_3 |