Merchandising/Marketing/Retailing: Branding

How Consumers Form Attitude towards A Brand's Facebook Page from Friends' "Likes"?

Authors: Sanuwar Rashid (Auburn University) , Wi-Suk Kwon (Auburn University)

Abstract

The rapid growth of Facebook users allures brand managers to create their brands’ Facebook pages. This research applied social psychology theories to investigate the process by which consumers form an attitude towards a brand’s Facebook page from their friends’ “likes”.

Keywords:

How to Cite: Rashid, S. & Kwon, W. (2015) “How Consumers Form Attitude towards A Brand's Facebook Page from Friends' "Likes"?”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).