IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v11y2020i3p63.html
   My bibliography  Save this article

Do Similar Brands ‘Like’ Each Other? An Investigation of Homophily Among Brands’ Social Networks on Facebook

Author

Listed:
  • Mohammad Hatim Abuljadail
  • Gi Woong Yun
  • Saeed Ali Badghish

Abstract

The advent of internet and communication technologies enabled marketers of brands to have more ways to communicate with their audience; one of which is connecting with other brands. One of the most popular outlets that allows brands to connect with other brands online is Facebook. Brands on Facebook can establish an official fan page where they can interact with their fans as well as network with other brands’ official Facebook pages through “liking” them. This paper seeks to investigate the “liking” behavior among local and global brands (brand to brand) on Facebook in Saudi Arabia and whether these brands’ “liking” network is based on homophilous relationships. The results showed that both status (e.g., geography and gender), and value (e.g., family ties and religion) homophilous relationships are in play. However, value homophily was a strong factor in brands’ network in Saudi Arabia for some brands in the absence of status homophily network. Although status homophily in general played a role, geographical proximity was not a strong factor compared to previous reports on social network analysis. The data for this study were obtained from 40 brands marketed in Saudi Arabia. Using Netvizz and Gephi, network structures were mapped to explore the relationships among the brand’s’ Facebook pages.

Suggested Citation

  • Mohammad Hatim Abuljadail & Gi Woong Yun & Saeed Ali Badghish, 2020. "Do Similar Brands ‘Like’ Each Other? An Investigation of Homophily Among Brands’ Social Networks on Facebook," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(3), pages 1-63, March.
    • Handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:3:p:63
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/download/0/0/40429/41624
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/0/40429
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    2. Rajagopal, 2015. "Social Psychology of Consumers," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 9, pages 223-247, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    2. Shakiba Ghadir Jamal Abad & Jalali Seyed Hossein, 2013. "Conceptualization Of Customer Based Brand Equity In Financial Service Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(1), pages 123-133, April.
    3. DelVecchio, Pasquale & Ndou, Valentina & Sadguy, Nezha, 2008. "Brand-Based Competition in the Agri-Food Sector: Evidences from Italian SMEs," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49890, European Association of Agricultural Economists.
    4. Elvira Tabaku & Mirela Zerellari (Mersini), 2015. "Brand Loyalty And Loyalty Programs; A Literature Review," Romanian Economic Business Review, Romanian-American University, vol. 10(2), pages 71-86, June.
    5. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    6. repec:dau:papers:123456789/2386 is not listed on IDEAS
    7. Fabiana Mariutti & Ralph Tench, 2015. "Are we talking the Same Language? Challenging Complexity in Country Brand Models," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 49-62, January.
    8. Elisa Arrigo, 2011. "Fashion, Luxury and Design: Store Brand Management and Global Cities Identity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
    9. Ela Golemi, 2015. "Excessive Credit Growth - An Early Indicator of Financial Instability," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 1, May - Aug.
    10. Wohlgemuth, Veit & Berger, Elisabeth S.C. & Wenzel, Matthias, 2016. "More than just financial performance: Trusting investors in social trading," Journal of Business Research, Elsevier, vol. 69(11), pages 4970-4974.
    11. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    12. Eelen, Jiska & Özturan, Peren & Verlegh, Peeter W.J., 2017. "The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 872-891.
    13. Nathalie Veg-Sala & Angy Geerts, 2012. "Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie," Post-Print hal-01532822, HAL.
    14. Mohammad Shariq & Bilal Mustafa Khan & Aftab Haider Rizvi, 2014. "An Exploratory Analysis of Marketing Elements and Brand Equity in the UAE FMCG Category," Jindal Journal of Business Research, , vol. 3(1-2), pages 121-136, June.
    15. Olivia DaDalt, 2016. "Older adults and fraud: Suggestions for policy and practice," Journal of Economic and Financial Studies (JEFS), LAR Center Press, vol. 4(3), pages 38-44, June.
    16. Shweta Shivani & Benny J. Godwin, 2018. "A Study on Smart Phone Usage Pattern – Purpose and Preference among College Students," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 9(2), pages 78-84, May.
    17. Russell, Stephanie & Brannan, Matthew J., 2016. "“Getting the Right People on the Bus”: Recruitment, selection and integration for the branded organization," European Management Journal, Elsevier, vol. 34(2), pages 114-124.
    18. Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    19. Carl Jon Way NG, 2016. "‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 41-63, January.
    20. Mitja Kozjan & Doris Gomezelj Omerzel, 2011. "How Do Companies Treat Their Knowledge For managing the Company's Brand?," MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    21. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    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:ibn:ijmsjn:v:11:y:2020:i:3:p:63. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.