Commercial exploitation of Facebook: How companies adopt Facebook as a marketing tool

ECIS 2012 - Proceedings of the 20th European Conference on Information Systems

Volumn , Issue , 2012, Pages

  Hsin, Chen ^a   Anastasia, Papazafeiropoulou ^b   Ta Kang, Chen ^c   Hsiu Wen, Liu ^c  

^a UNIVERSITY OF BEDFORDSHIRE   (United Kingdom)

^b BRUNEL UNIVERSITY   (United Kingdom)

^c SOOCHOW UNIVERSITY   (Taiwan)

Author keywords

Brand experience; Brand love; Customer effort; Customer loyalty; E word of mouth; Facebook; Perceived ease of use; Perceived usefulness; Virtual community

Indexed keywords

COMMERCE; INFORMATION SYSTEMS; MOTIVATION; SALES; VIRTUAL REALITY;

BRAND EXPERIENCE; BRAND LOVE; CUSTOMER EFFORT; CUSTOMER LOYALTY; E-WORD OF MOUTH; FACEBOOK; PERCEIVED EASE OF USE; PERCEIVED USEFULNESS; VIRTUAL COMMUNITY;

SOCIAL NETWORKING (ONLINE);

EID: 84905728387     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

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