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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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Correspondence to Richard Glavee-Geo .

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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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