IEEE - Institute of Electrical and Electronics Engineers, Inc. - Do Facebook Likes Lead to Shares or Sales? Exploring the Empirical Links between Social Media Content, Brand Equity, Purchase Intention, and Engagement

2016 49th Hawaii International Conference on System Sciences (HICSS)

Author(s): Constantinos K. Coursaris ; Wietske Van Osch ; Brigitte A. Balogh
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 January 2016
Conference Location: Koloa, HI, USA
Conference Date: 5 January 2016
Page(s): 3,546 - 3,555
ISBN (Electronic): 978-0-7695-5670-3
ISSN (Paper): 1530-1605
DOI: 10.1109/HICSS.2016.444
Regular:

Prior studies report organizations' increasing fiscal investments in social media marketing communications reflecting anticipated benefits for bottomline improvements. Yet, few studies have looked... View More

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