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What if my mum sees it? Examination of visible brand interaction in the presence of a wider network
Stockholm University, Faculty of Social Sciences, Stockholm Business School. University of Bath, UK.
Number of Authors: 4
2017 (English)In: Information Technology and People, ISSN 0959-3845, E-ISSN 1758-5813, Vol. 30, no 1, 210-226 p.Article in journal (Refereed) Published
Abstract [en]

Purpose - It is known that to encourage people to interact (e.g. sharing) with brands through social media, businesses create content in line with the expectations of their target audience. On these sites, however, such interaction by consumers is visible, contributing to their self-presentation, which can be seen by their wider network; some of whom will find it appropriate, others may not. Currently, little is known about the effects of consumers' own diverse set of audiences on behavioral intention toward brand interaction and emotional effect. The paper aims to discuss these issues. Design/methodology/approach - Survey methodology (n = 386) was adopted to examine intention to interact with real brand posts. Findings - Results show that the brand interaction is associated with social anxiety when it is felt that visible evidence of such actions is discrepant from the audience expectations. This, then, constrains the behavioral intention to interact with brands online. Originality/value - Encouraging visible brand interaction through social media is paramount for businesses. Managers focus only on their target audience when designing content but neglect to consider the self-presentational implications of interacting with branded content to wider networks. This paper shows that this must be considered to increase success and maintain ethical practice. This is of value for multiple-stakeholders, managers, users, site designers and academics.

Place, publisher, year, edition, pages
2017. Vol. 30, no 1, 210-226 p.
Keyword [en]
Behaviour, Brands, E-marketing, Virtual identity
National Category
Media and Communications Business Administration
Identifiers
URN: urn:nbn:se:su:diva-144601DOI: 10.1108/ITP-10-2015-0263ISI: 000402924000010OAI: oai:DiVA.org:su-144601DiVA: diva2:1115921
Available from: 2017-06-27 Created: 2017-06-27 Last updated: 2017-06-27Bibliographically approved

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Shankar, Avi
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf