Does brand awareness on Facebook really matter?

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F15%3A43926743" target="_blank" >RIV/49777513:23510/15:43926743 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Does brand awareness on Facebook really matter?
Original language description
The study was conducted to examine what university students in the Czech Republic do on their computers during class and leisure time. In study a sample of 512 students from three Czech universities completed survey measuring their behaviors connected with using computers for their learning and other activities. One part of questioning was focused on advertising and communication with brands on Facebook. The results of this survey stress, that positive influence on brand's social network website dependnamely on connection to Facebook. It means: virtual activity of students positively affects brand awareness promoted by companies on Facebook. The findings provide practical managerial suggestions to marketers and theoretical implications for future studies focused on Facebook.
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
INNOVATION MANAGEMENT AND SUSTAINABLE ECONOMIC COMPETITIVE ADVANTAGE: FROM REGIONAL DEVELOPMENT TO GLOBAL GROWTH, VOLS I - VI
ISBN
978-0-9860419-5-2
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
154-162
Publisher name
International Business Information Management Association
Place of publication
Norristown
Event location
Madrid
Event date
Nov 11, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000366872700016

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