Abstract
Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand identification. The study presents a new model whose structure of identification drivers for social networking brand sites varies for customer brand identification in the real and virtual worlds. The presented model reveals that personal branding is a planned effect of brand identification and it is crucial for brand value creation in social networks.
Highlights
Building brand value in hyper competition conditions is a serious contemporary management problem (Bogner & Barr, 2000)
The results imply that personal branding is a crucial planned effect of the customer social network brand’s site identificiation
It may bring interesting practical implications and lead to a reflection and a discussion on how consumers choose among brand websites and what is the essence of fan pages of commercial brands in social networks for consumers in the context of brand value creation
Summary
Building brand value in hyper competition conditions is a serious contemporary management problem (Bogner & Barr, 2000). Marketing practice is to a great extent shaped through the application of new technology (Maklan, Peppard & Klaus, 2015). This fact may lead to thinking that social media, being one of new communication channels, constitutes an antidote to the marketing communication crisis (Bruhn, Schoenmueller & Schafer, 2012; Kaplan & Heinlen, 2010; Grönroos, 2007; Halligan & Shah, 2009; Peattie & Belz, 2010; Solis, 2012) reflected in the decreasing return on activities in traditional media (McDonald, Smith &Ward, 2006; McDnald &Wilson, 2012)
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