Community marketing in social media: Can marketers leverage Facebook groups of celebrities ?

Research output: Journal contributionsJournal articlesResearchpeer-review

Authors

Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether: 1) the image of the brand and 2) the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.
Original languageEnglish
JournalInternational Journal of Entrepreneurship and Small Business
Volume16
Issue number4
Pages (from-to)406-421
Number of pages16
ISSN1476-1297
DOIs
Publication statusPublished - 07.2012
Externally publishedYes

Recently viewed

Publications

  1. Psychometric Properties of the Online Arabic Versions of BDI-II, HSCL-25, and PDS
  2. Enthusiasm as Affective Labour
  3. On the economics of electrical storage for variable renewable energy sources
  4. Günter Altner - großer Kopf, freier Geist
  5. Landscape Pattern and Biodiversity
  6. Entstehung und Dynamiken von Konflikten bei Jugendlichen in unterschiedlichen Kontexten
  7. Das totale Archiv
  8. Emotion-regulation skills training enhances the efficacy of inpatient cognitive behavioral therapy for major depressive disorder
  9. Liebesmühe
  10. Business Model Innovation for Sustainable Energy
  11. Task choice shields against incidental affective influences on effort-related cardiovascular response
  12. Einsprachigkeit an Hochschulen überwinden
  13. Management in neuem Licht
  14. Liquidity - Networks - Deterritorialisation: Allan Sekula's Critique of Flow
  15. Die mosaische Unterscheidung oder der Preis des Monotheismus
  16. Mit Hartz IV zum Aufbruch ins Erwerbsleben?
  17. Herausforderung Nachhaltigkeit
  18. Entrepreneurship and Aging
  19. Behind Videoconferencing Fatigue at Work
  20. Mandelic acid derived ionic liquids
  21. Age in the entrepreneurial process: The role of future time perspective and prior entrepreneurial experience
  22. Macht EMAS einen Unterschied?
  23. Finanzierungspraxis von Biogasanlagen in der Landwirtschaft
  24. Can rare arable plants benefit biological pest control potential of cereal aphids in croplands?
  25. Determination of Pentachlorophenol and Hexachlorobenzene in Natural Waters Affected by Industrial Chemical Residues
  26. Governance of Labor Standards in Australian and German Garment Supply Chains