Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study)

Authors

  • Arash GHASEMI Islamic Azad University, Tehran, Iran.
  • Shahrzad CHITSAZ Islamic Azad University, Tehran, Iran.
  • Hamid SAEEDI Islamic Azad University, Tehran, Iran.

DOI:

https://doi.org/10.18662/po/17

Keywords:

Brand, Social networks, Brand page, Commitment, Friendship.

Abstract

By the advent of social networks based on internet, an individual can communicate with hundreds of people about a product and its production company; different social networks enable the products to be proposed to the active communities and interested people. Hence; the aim of the current study is reviewing the literature of effective factors on brand commitment in social networks, emphasizing on the role of brand page to be adequately familiar with the aspects of marketing such as advertisements and branding in social networks and clarify the path for the companies to use new created space in social networks for more and better interaction with its consumers. In terms of goal, the current study is applied, in terms of nature, it is descriptive and methodologically, it is library of theoretical type. The investigations showed that brand page is a relatively new environment and consumers’ beliefs towards brand pages in social media can be assumed to be formed based on their previous experiences of created content through brands in social media such as the ads of these media. Therefore, appropriate space (links, image and web browser) is recommended to be created to communicate about brand and the product in order to increase interest towards brand in social networks.

Author Biographies

Arash GHASEMI, Islamic Azad University, Tehran, Iran.

MBA Student Department of Management, college of Management and Accounting, Yadegar-e-Imam Khomeini (RAH) Shahre Rey Branch, Islamic Azad University, Tehran, Iran.

Shahrzad CHITSAZ, Islamic Azad University, Tehran, Iran.

Assistant Professor, Department of Management, college of Management and Accounting, Yadegar-e-Imam Khomeini (RAH) Shahre Rey Branch, Islamic Azad University, Tehran, Iran

Hamid SAEEDI, Islamic Azad University, Tehran, Iran.

Assistant Professor, Department of Management, college of Management and Accounting, Yadegar-e-Imam Khomeini (RAH) Shahre Rey Branch, Islamic Azad University, Tehran, Iran

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Published

2018-07-05

How to Cite

GHASEMI, A., CHITSAZ, S., & SAEEDI, H. (2018). Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study). Postmodern Openings, 9(2), 45-69. https://doi.org/10.18662/po/17

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Section

Theoretical articles

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