Community marketing in social media: Can marketers leverage Facebook groups of celebrities ?
Research output: Journal contributions › Journal articles › Research › peer-review
Standard
In: International Journal of Entrepreneurship and Small Business, Vol. 16, No. 4, 07.2012, p. 406-421.
Research output: Journal contributions › Journal articles › Research › peer-review
Harvard
APA
Vancouver
Bibtex
}
RIS
TY - JOUR
T1 - Community marketing in social media
T2 - Can marketers leverage Facebook groups of celebrities ?
AU - Zauner, Alexander
AU - Fink, Matthias
AU - Maresch, Daniela
AU - Aschauer, Ewald
PY - 2012/7
Y1 - 2012/7
N2 - 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.
AB - 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.
KW - Entrepreneurship
KW - Gründung
KW - Management studies
KW - Community marketing
KW - Customer value
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=84863648568&partnerID=8YFLogxK
U2 - 10.1504/IJESB.2012.047609
DO - 10.1504/IJESB.2012.047609
M3 - Journal articles
VL - 16
SP - 406
EP - 421
JO - International Journal of Entrepreneurship and Small Business
JF - International Journal of Entrepreneurship and Small Business
SN - 1476-1297
IS - 4
ER -