IDEAS home Printed from https://ideas.repec.org/a/ids/ijesbu/v16y2012i4p406-421.html
   My bibliography  Save this article

Community marketing in social media - can marketers leverage Facebook groups of celebrities?

Author

Listed:
  • Alexander Zauner
  • Matthias Fink
  • Daniela Maresch
  • Ewald Aschauer

Abstract

Social media networks (e.g., Facebook) have become a major factor influencing various aspects of consumer behaviour and have thus also become the targets of marketers. Social networks that gather special interest groups, such as celebrity fan groups, provide a particularly attractive point of leverage for community marketing. However, there remain open questions regarding the success of community marketing activities in social media. The present study attempts to close this gap by investigating whether: 1) the image of the brand and 2) the celebrity endorser credibility of a top sports team influence the perceived customer value of the sponsoring firm. Based on a survey of members of a Facebook fan group of an Austrian celebrity sports team (n = 322), we identify a direct positive impact of celebrity-centred community marketing in social media on customer value. Our findings emphasise the relevance of coordinated marketing activities that use social media to create customer value.

Suggested Citation

  • Alexander Zauner & Matthias Fink & Daniela Maresch & Ewald Aschauer, 2012. "Community marketing in social media - can marketers leverage Facebook groups of celebrities?," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 406-421.
    • Handle: RePEc:ids:ijesbu:v:16:y:2012:i:4:p:406-421
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=47609
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mas, José M. & Gómez, Andrés, 2021. "Social partners in the digital ecosystem: Will business organizations, trade unions and government organizations survive the digital revolution?," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    2. Fink, Matthias & Koller, Monika & Gartner, Johannes & Floh, Arne & Harms, Rainer, 2020. "Effective entrepreneurial marketing on Facebook – A longitudinal study," Journal of Business Research, Elsevier, vol. 113(C), pages 149-157.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijesbu:v:16:y:2012:i:4:p:406-421. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=74 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.