THE EFFECT OF SOCIAL MEDIA UNIQUE RELEVANCE FEATURES ON SOCIAL MEDIA BRAND PERCEPTION AND BEHAVIOR

摘要

Notably little research has been done in order to combine all relevant social media features into one holistic set of measures, integrating not only the brand-to-consumer and consumer-to-consumer relation but also the relation of consumers and their preferred brand community and the relation to the used social media channel (e.g., Facebook or Twitter). Still, as classic marketing measures focus on mainly linear and one-way lines of communication, they do not cover the dyadic and interactive communication processes offered by social media. In order to include most facets of social media related communication, we have to fall back on measures that cover interactive communication like in brand communities. Therefore the primary goal of this paper is to provide and investigate a multidimensional framework of the dyadic network characteristics of social media and its ascendant in its full complexity. In particular, we focus in our study on social media unique relevance features (SMURF) and their related outcomes for consumer's perception and behavior concerning a social media brand presence (SMBP).