Social media play an important role in the relationship between brands and consumers. Web Psych Nathalie Nahai previously indicated that social media satisfy our need for connection and communication. With people, but also with brands. Liking a Facebook page is the first step in the relationship. King of influence, Robert Cialdini , says that the commitment that such a 'like' brings, can be an important basis for bonding with the consumer.
Strong brands derive their power from the fact that they evoke recognizable associations in consumers, according to Robbert Witteman in his recent article here on Frankwatching . However, the ROI of a fan page is usually determined on the basis of hard data such as the size of the fan base, reach, clicks, likes and shares. However, the use of social channels is so interwoven in the lifestyle of consumers that the marketer should no longer only look at the direct results of a fan page, but also at the indirect pay-offs in the area of brand image .
The results of this research, which I conducted for We Are Blossom and Tilburg University, show bosnia and herzegovina mobile phone number list that the passive fans of your Facebook page are an often ignored, but valuable group. The results also show that consumer participation in your fan page can positively influence the brand image.
Brand image: which associations form an image?
Brand image is the image that the consumer has of the brand, built up from the associations with the brand. It determines who you are as a brand in the mind of the consumer and is an important building block of a strong brand. It is not without reason that brand image is an important part of the brand equity pyramid of Keller (2001). The final result is a strong connection with the brand (loyalty) and increased purchasing behavior.