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Exploring the brand personalities of Facebook, YouTube, and LinkedIn

Author

Listed:
  • M. Mutsikiwa
  • T. Maree

Abstract

For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries however; it has not been reported for social media brands. Aaker's brand personality scale (BPS), rooted in the big five personality theory, has been the preferred measurement for most studies on brand personality. This research assessed the structure of the BPS across different samples on three social media platforms - Facebook, YouTube, and LinkedIn. The findings indicate that social media brand personalities do not follow the original structure of the BPS.

Suggested Citation

  • M. Mutsikiwa & T. Maree, 2019. "Exploring the brand personalities of Facebook, YouTube, and LinkedIn," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 13(4), pages 285-301.
    • Handle: RePEc:ids:ijimad:v:13:y:2019:i:4:p:285-301
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    Cited by:

    1. Hemant C. Sashittal & Avan R. Jassawalla, 2021. "Brands as personal narratives: learning from user–YouTube–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 657-670, November.

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