The Effect of Social Networks on Branding: A Factorial Analysis Approach

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Author(s): Meriem Nouala (Sidi Bel Abbes University, Algeria), Marwa Imene Mekki (Sidi Bel Abbes University, Algeria)and Abdelmadjid Ezzine (Sidi Bel Abbes University, Algeria)
Copyright: 2017
Pages: 24
Source title: Strategic Uses of Social Media for Improved Customer Retention
Source Author(s)/Editor(s): Wafaa Al-Rabayah (Independent Researcher, Jordan), Rawan Khasawneh (Jordan University of Science and Technology, Jordan), Rasha Abu-shamaa (Yarmouk University, Jordan)and Izzat Alsmadi (Boise State University, USA)
DOI: 10.4018/978-1-5225-1686-6.ch005

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The Internet is currently the largest computer network in use. Because everyone can use it, and join the network. The main role is that the internet allows to exchange information freely. Corporate communication modes jostled following the advent of the internet and more specifically social networking. Many victims of online business communication crisis affecting sustainably their brand. A real challenge for today's companies needs to understand the characteristics of these new media and to establish an effective communication strategy in order to maintain and improve its image among its customers. This research looks at whether social networks have an effect on the brand image. Several dimensions for assessing this concept will be identified through an empirical study.

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The Effect of Social Networks on Branding: A Factorial Analysis Approach

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