PENGARUH SELF EXPRESSIVE BRAND YANG DI “LIKE” PADA FACEBOOK TERHADAP BRAND LOVE, BRAND ACCEPTANCE, DAN WORD OF MOUTH DI SURABAYA

Tanaya, Christian Pratama and Margaretha, Silvia and Honantha, Christina Rahardja (2017) PENGARUH SELF EXPRESSIVE BRAND YANG DI “LIKE” PADA FACEBOOK TERHADAP BRAND LOVE, BRAND ACCEPTANCE, DAN WORD OF MOUTH DI SURABAYA. In: Seminar Nasional & Call For Paper 2017 Lustrum I: Kita kukuhkan Kewirausahaan Inovatif Berkelanjutan dalam Persaingan Bisnis Era Digital, 5 Oktober 2017, Kampus UNESA (Universitas Negeri Surabaya) Ketintang Surabaya.

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Abstract

The purpose of this study is to explore attitudes of consumers who engage with brand through Facebook likes on self-expressive brand and its impact to Brand love, Brand Acceptance, and Word of Mouth in Surabaya. This study analyzed using Structural Equation Modeling via the Statistical Package for Social Science computer program version 18 and Amos 18. 170 respondent were drawn from active Facebook user who liked brand in Facebook in past 3 month in Surabaya. Result of this Study found self expressive brand have positive and significant impact on brand love, brand acceptance, and word of mouth. Consumers who like brand in Facebook for their social motives tend to offer positive word of mouth. By contrast, consumer who like brand in Facebook for their inner self motives not offering word of mouth. The implication of these results would help company who using Facebook as their marketing tool to maximized their post to increase social aspect of their brand in order to gain more brand love, brand acceptance, and word of mouth.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: brand love, self-expressive brand, brand acceptance, word of mouth, Facebook
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Ester Sri W. 196039
Date Deposited: 03 Jul 2019 08:24
Last Modified: 03 Jul 2019 08:24
URI: http://repository.ubaya.ac.id/id/eprint/34959

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