Factors influencing brands’ reputation on social media
Social networks considerably impact brand reputation, influencing consumer behaviour, perceptions, and purchase intentions. The content of brands on social media is central to consumer attitudes and behaviour and the formulation of opinions about the brand and its reputation. Therefore, this researc...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024-12-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2024-0031 |
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| _version_ | 1841536544235585536 |
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| author | Alves Joana Teixeira Sara Oliveira Zaila Teixeira Sandrina |
| author_facet | Alves Joana Teixeira Sara Oliveira Zaila Teixeira Sandrina |
| author_sort | Alves Joana |
| collection | DOAJ |
| description | Social networks considerably impact brand reputation, influencing consumer behaviour, perceptions, and purchase intentions. The content of brands on social media is central to consumer attitudes and behaviour and the formulation of opinions about the brand and its reputation. Therefore, this research aims to identify the factors that influence the reputation of brands on social media. A quantitative methodology was adopted using the online questionnaire data collection technique through a non-probabilistic convenience sample (N=185). After statistical analysis using PLS-SEM, the results show that social media influencers contribute to brand reputation on social networks. This article contributes to understanding the role of social networks in brand reputation by showing the aspects that most influence reputation and providing marketing professionals and managers with the most effective tools for their brands’ reputation. |
| format | Article |
| id | doaj-art-204cc3d3547547879596a59f6b7b1c34 |
| institution | Kabale University |
| issn | 2069-8887 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Management şi Marketing |
| spelling | doaj-art-204cc3d3547547879596a59f6b7b1c342025-01-14T14:22:49ZengSciendoManagement şi Marketing2069-88872024-12-0119469270910.2478/mmcks-2024-0031Factors influencing brands’ reputation on social mediaAlves Joana0Teixeira Sara1Oliveira Zaila2Teixeira Sandrina3ISCAP, University Polytechnic of Porto, Porto, PortugalCEOS.PP, ISCAP, University Polytechnic of Porto, Porto, PortugalUniversity of Maia, Portugal, Maia, Portugal; CEOS.PP, University Polytechnic of Porto, Porto, Portugal; Research unit NECE, University of Beira Interior, Covilhã, PortugalCEOS.PP, ISCAP, University Polytechnic of Porto, Porto, PortugalSocial networks considerably impact brand reputation, influencing consumer behaviour, perceptions, and purchase intentions. The content of brands on social media is central to consumer attitudes and behaviour and the formulation of opinions about the brand and its reputation. Therefore, this research aims to identify the factors that influence the reputation of brands on social media. A quantitative methodology was adopted using the online questionnaire data collection technique through a non-probabilistic convenience sample (N=185). After statistical analysis using PLS-SEM, the results show that social media influencers contribute to brand reputation on social networks. This article contributes to understanding the role of social networks in brand reputation by showing the aspects that most influence reputation and providing marketing professionals and managers with the most effective tools for their brands’ reputation.https://doi.org/10.2478/mmcks-2024-0031brand reputationbrand contentsocial mediainfluencersinfluencer factors |
| spellingShingle | Alves Joana Teixeira Sara Oliveira Zaila Teixeira Sandrina Factors influencing brands’ reputation on social media Management şi Marketing brand reputation brand content social media influencers influencer factors |
| title | Factors influencing brands’ reputation on social media |
| title_full | Factors influencing brands’ reputation on social media |
| title_fullStr | Factors influencing brands’ reputation on social media |
| title_full_unstemmed | Factors influencing brands’ reputation on social media |
| title_short | Factors influencing brands’ reputation on social media |
| title_sort | factors influencing brands reputation on social media |
| topic | brand reputation brand content social media influencers influencer factors |
| url | https://doi.org/10.2478/mmcks-2024-0031 |
| work_keys_str_mv | AT alvesjoana factorsinfluencingbrandsreputationonsocialmedia AT teixeirasara factorsinfluencingbrandsreputationonsocialmedia AT oliveirazaila factorsinfluencingbrandsreputationonsocialmedia AT teixeirasandrina factorsinfluencingbrandsreputationonsocialmedia |