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Emerging Issues in Global Marketing pp 149–178Cite as

Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence

Abstract

Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future research.

Keywords

  • Brand Visibility
  • Country Of Origin Image (COOI)
  • Brand Awareness
  • Standardized Root Mean Square Residual (SRMR)
  • Root Mean Square Error Of Approximation (RMSEA)

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Authors and Affiliations

  1. Jyväskylä University School of Business and Economics, University of Jyväskylä, P.O. Box 35, Jyväskylä, FI-40014, Finland

    Aijaz A. Shaikh & Heikki Karjaluoto

  2. Department of International Business, NTNU-Norwegian University of Science and Technology, Postbox 1517, Aalesund, Norway

    Richard Glavee-Geo, Adina-Gabriela Tudor & Chen Zheng

Authors
  1. Aijaz A. Shaikh
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  2. Richard Glavee-Geo
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  3. Adina-Gabriela Tudor
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  4. Chen Zheng
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  5. Heikki Karjaluoto
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Correspondence to Richard Glavee-Geo .

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Editors and Affiliations

  1. Haskayne Research Professor & Full Professor of Marketing at the Haskayne School of Business, University of Calgary, Calgary, Alberta, Canada

    James Agarwal

  2. Faculty of Business & Information Technology, University of Ontario Institute of Technology, Oshawa, Ontario, Canada

    Terry Wu

Appendices

Appendix 1

Six-dimensional conceptualization of SNBV

figure a

Appendix 2

Standardized parameter estimates (second-order loadings)

figure b

Appendix 3

Single-phase data collection procedure for developing measures (Source: Adapted from Churchill 1979:66)

figure c

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Shaikh, A.A., Glavee-Geo, R., Tudor, AG., Zheng, C., Karjaluoto, H. (2018). Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence. In: Agarwal, J., Wu, T. (eds) Emerging Issues in Global Marketing. Springer, Cham. https://doi.org/10.1007/978-3-319-74129-1_6

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