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Effectiveness of Building Brand Image through Facebook Fanpages

Zoha Rahman, S. Kumaran, and Hasmah Binti Zanuddin
University of Malaya
Abstract—The charisma of social network has stuffed as a growing online platform globally to make an interaction between individuals and organizations. This study considers the impact of the variables- Customer Involvement and information availability on customer brand outlook and brand representation. The empirical work was conducted through an electronic survey of young adults who are active users of Facebook fan pages. The results revealed that Customer Involvement had a positive effect on customer brand outlook, whilst information availability did not. As expected, customer brand outlook was strongly linked to brand representation in this context. This suggests that marketers would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages, promotion of this sort is far more likely to be an effective means of building the brand.

Index Terms—social media networking, Facebook, social network, media, brand representation

Cite: Zoha Rahman, S. Kumaran, and Hasmah Binti Zanuddin, "Effectiveness of Building Brand Image through Facebook Fanpages," Vol. 7, No. 3, pp. 171-176, August, 2016. doi: 10.12720/jait.7.3.171-176
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