Theme 3.4 Brand endorsements on social media

On social media, such as Facebook, consumers often “like” or share brands and brand- related information. They can, for instance, like brands on Facebook, re-tweet brand-related content on twitter, or post brand-related photos on Instagram. By means of endorsements like this, consumers advertise the brand among their peers in their social network. Often, consumers endorse brands on social media without getting anything in return, which raises the question why they engage in this kind of behavior. In our research on online brand endorsements, we examine both the antecedents and consequences of this behavior. The research questions can be answered experimentally, survey-based, or by means of database research (Big Data)/social network analysis.

Further readings:

  • Bernritter, S.F., Verlegh, P.W.J., & Smit, E.G. (2016). Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism. Journal of Interactive Marketing, 33, 27-42.
  • Hollenbeck, C. R., & Kaikati, A. M. (2012). Consumers’ use of brands to reflect their actual
    and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395–405.
  • Wallace, E., Buil, I., de Chernatony, L., & Hogan, M. (2014). Who “likes” you…and why? A
    typology of facebook fans: From “fan”-atics and self- expressives to utilitarians and authentics. Journal of Advertising Research, 54(1), 92–109.