Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Kucharska, W. (2017). Consumer social network brand identification and personal branding. How do social network users choose among brand sites?. Cogent Business & Management, 4(1), 1315879.

19 Pages Posted: 19 Apr 2017 Last revised: 30 Aug 2017

Date Written: April 18, 2017

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.

Keywords: CBI; CsnBI; social network; personal branding; brand loyalty; social media; Facebook; fan pages; social network site; brand identification

JEL Classification: M3

Suggested Citation

Kucharska, Wioleta, Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites? (April 18, 2017). Kucharska, W. (2017). Consumer social network brand identification and personal branding. How do social network users choose among brand sites?. Cogent Business & Management, 4(1), 1315879.. Available at SSRN: https://ssrn.com/abstract=2954929 or http://dx.doi.org/10.2139/ssrn.2954929

Wioleta Kucharska (Contact Author)

Gdańsk University of Technology ( email )

Narutowicza 11/12
Gdansk, 80-233
Poland

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