IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v5y2015i4p37-59.html
   My bibliography  Save this article

The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

Author

Listed:
  • Tamer Abbas Awad

    (German University in Cairo, Cairo, Egypt)

  • Shereen Mohamed Abdel Fatah

    (elmenus.com, Cairo, Egypt)

Abstract

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

Suggested Citation

  • Tamer Abbas Awad & Shereen Mohamed Abdel Fatah, 2015. "The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(4), pages 37-59, October.
    • Handle: RePEc:igg:jom000:v:5:y:2015:i:4:p:37-59
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2015100103
    Download Restriction: no
    ---><---

    More about this item

    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:igg:jom000:v:5:y:2015:i:4:p:37-59. 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: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    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.