The Effect of Interpersonal Influences on Social Networking Site’S Users

Noelia Sanchez-Casado, Universidad Politecnica de Cartagena, Spain
Eva Tomaseti-Solano, Universidad Politecnica de Cartagena, Spain
Juan-Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain
Social Networking Sites (SNS) have become an important tool for firm-consumer communication. In this study we analyze how firms create brand knowledge and brand equity in their consumers, through the Interpersonal Influences that SNS’s users experience. The results of this study help firms to manage their brand pages at SNS.
[ to cite ]:
Noelia Sanchez-Casado, Eva Tomaseti-Solano, and Juan-Gabriel Cegarra-Navarro (2013) ,"The Effect of Interpersonal Influences on Social Networking Site’S Users", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.