BRAND PAGE PARTICIPATION: A NEW CONSTRUCT TO MEASURE USERS´ PARTICIPATION IN SOCIAL NETWORKING SITES

Informações

Código: EMA129
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 05 - Estratégias de Marketing e Marketing Internacional

Autores

Daniela Langaro da Silva do Souto (Business Research Unit (BRU-IUL), Lisboa, Portugal/Instituto Universitário de Lisboa (ISCTE-IUL)) daniela.langaro@iscte-iul.pt
Maria de Fátima Salgueiro (Business Research Unit (BRU-IUL), Lisboa, Portugal/Instituto Universitário de Lisboa (ISCTE-IUL)) fatima.salgueiro@iscte-iul.pt
Paulo Rita (Business Research Unit (BRU-IUL), Lisboa, Portugal/Instituto Universitário de Lisboa (ISCTE-IUL)) paulo.rita@iscte-iul.pt

Resumo

The increasing adoption of Social Networking Sites (SNS) calls for the development of new marketing measures able to support managers on evaluating their brands´ performance. The present study addresses this research gap, proposing users´ level of participation at brand pages as a measure of brands´ performance and validating a new construct to capture that. Three empirical studies were conducted. First, the construct domain was defined based on the literature review and further explored by means of 10 in-depth interviews with Facebook users. In the following phase, an online survey with 203 respondents was used to assess the construct’s internal consistency and unidimensionality. Finally, a new dataset including 575 valid responses was used for validating the construct ability to be reproduced. Hence, a new construct is proposed and validated, targeted at offering managers and academics a clear tool to evaluate brands efforts in SNS.

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