Welcome to the InfoSci Platform
Determinants of Brand Recall in Social Networking Sites

Determinants of Brand Recall in Social Networking Sites

Kaan Varnali, Vehbi Gorgulu
Copyright: © 2018 |Pages: 23
ISBN13: 9781522556374|ISBN10: 1522556370|EISBN13: 9781522556381
DOI: 10.4018/978-1-5225-5637-4.ch022
Cite Chapter Cite Chapter

MLA

Varnali, Kaan, and Vehbi Gorgulu. "Determinants of Brand Recall in Social Networking Sites." Social Media Marketing: Breakthroughs in Research and Practice, edited by Information Resources Management Association, IGI Global, 2018, pp. 454-476. https://doi.org/10.4018/978-1-5225-5637-4.ch022

APA

Varnali, K. & Gorgulu, V. (2018). Determinants of Brand Recall in Social Networking Sites. In I. Management Association (Ed.), Social Media Marketing: Breakthroughs in Research and Practice (pp. 454-476). IGI Global. https://doi.org/10.4018/978-1-5225-5637-4.ch022

Chicago

Varnali, Kaan, and Vehbi Gorgulu. "Determinants of Brand Recall in Social Networking Sites." In Social Media Marketing: Breakthroughs in Research and Practice, edited by Information Resources Management Association, 454-476. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5637-4.ch022

Export Reference

Mendeley
Favorite

Abstract

This research aims to contribute to the understanding of how brand impressions in social networking sites influence brand recall. Further, the relationship between the built-in metrics offered by social networking sites and brand recall are also examined to assess the validity of these metrics as measures of advertising effectiveness. Results indicate a positive relationship between brand recall and self-brand congruence, tie-strength with, trust toward, and perceived popularity of the profile associated with the post, and clicking a link embedded in the post / ad in which the brand appears. On the other hand, there is not a significant difference between the levels of brand involvement, homophily with the profile associated with the post / ad, like-count, and four types of built-in user-interaction options including liking, sharing, posting a comment and tagging among the brands that were successfully retrieved from the memory and those were not.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.