Does a Virtual Like Cause Actual Liking? How Following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention

Journal of Interactive Marketing

Volumn 32, Issue , 2015, Pages 26-36

  Beukeboom, Camiel J ^a   Kerkhof, Peter ^a   de Vries, Metten ^a  

^a VU UNIVERSITY AMSTERDAM   (Netherlands)

Author keywords

Brand attitude; Brand equity; Conversational human voice; Facebook; NPS; Purchase intention; Social media

Indexed keywords

EID: 84953316403     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2015.09.003     Document Type: Article

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