Facebook Ergo Sum - Brand Concepts and Brand Relationships in High Information Load Context

Strong competition and relatively similar products force businesses to create added value, mainly through a distinct brand concept offering image and identity to the consumers. We have little scientific knowledge of how consumers perceive brands they follow on Facebook. The social media context is different than real life markets, and businesses need to take into account the huge amount of information available. Facebook information is mostly without any profound content, and this research explores how brand specific communication surpasses the information load on Facebook among followers. A grounded theory analysis is offering new insight on brand activity on Facebook.

Citation:

Cathrine von Ibenfeldt, Knut Eirik Gaarden, and Bjørn Einar Skogstad (2012) ,"Facebook Ergo Sum - Brand Concepts and Brand Relationships in High Information Load Context", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 400-401.