References
[1]. Aaker, D.A., & Day, G.S. (1974). A dynamic model of
relationships among advertising, consumer awareness,
attitudes, and behavior. Journal of Applied Psychology,
59(3), 281-286.
[2]. Angel, R., & Sexsmith, J. (2009). Social networking: The
view from the C-suite. Ivey Business Journal Online.
[3]. Batra, R., Lehmann, D.R., Burke, J., & Pae, J. (1995). When does advertising have an impact? A study of
tracking data. Journal of Advertising Research, 35(5), 19-
32.
[4]. Casteleyn, J., Mottart, A., & Rutten, K. (2009). How to
use Facebook in your market research. International
Journal of Market Research, 51(4), 439-451.
[5]. Centaur Communications, L. (2007). Only fools rush in
with Facebook marketing. Precision Marketing, July 27,
12.
[6]. Cha, J.Y. (2009). Shopping on social networking
websites: Attitudes toward real versus virtual items.
American Academy of Advertising, 10(1), 77-93.
[7]. Chang, C. (2007). The relative effectiveness of
comparative and noncomparative advertising: Evidence
for gender differences in information-processing
strategies. Journal of Advertising, 36(1), 21-35.
[8]. Chen, S., & Chaiken, S. (1999). The heuristicsystematic
model in its broader context. In S. Chaiken & Y.
Trope (Eds.), Dual-Process Theories in Social Psychology
(pp. 73-97). New York: The Guilford Press.
[9]. Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. (2008).
The impact of electronic word-of-mouth. Internet
Research, 18(3), 229-247.
[10]. Cho, C.H., Lee, J.G., & Tharp, M. (2001). Different
forced-exposure levels to banner advertisements. Journal
of Advertising Research, 41(4), 45-56.
[11]. Christine, P., & Elzbieta, L.W. (2002). Web equity: A
framework for building consumer value in online
companies. The Journal of Consumer Marketing, 19(2/3),
231-246.
[12]. Cobb-Walgren, C.J., Ruble, C.A., & Donthu, N.
(1995). Brand equity, brand preference, and purchase
intent. Journal of Advertising, 24(3), 25-40.
[13]. Cooke, M. (2009). Social media and market
research: we are becoming a listening economy and,
while the future of market research is bright, it will be
different. International Journal of Market Research, 51(4),
550.
[14]. Dreze, X., & Hussherr, F.X. (2003). Internet advertising:
Is anybody watching? Journal of Interactive Marketing, 17(4), 8-23.
[15]. Dyson, P., Farr, A., & Hollis, N. (1996). Understanding,
measuring, and using brand equity. Journal of advertising
Research, 36(6), 9-21.
[16]. Edassery, A. (2010). Facebook fan page: Create
one for your brand or business today. DollarShower.com,
March 7.
[17]. Falls, J. (2008). Facebook group and brand page
best practices. Social Media Explorer, October 6.
[18]. Fisher, T. (2009). ROI in social media: A look at the
arguments. Journal of Database Marketing & Customer
Strategy Management, 16(3), 189-195.
[19]. Gjoka, M., Sirivianos, M., Markopoulou, A., & Yang,
X.W. (2008). Poking Facebook: Characterization of OSN
applications. University of California, Irvine, August 18.
[20]. Gresham, L.G., Bush, A.J., & Davis, R.A. (1984).
Measures of brand attitude: Are cognitive structure
approaches really needed? Journal of Business
Research, 12(3), 353-361.
[21]. Hollis, N. (2005). Ten years of learning on how online
advertising builds brands. Journal of Advertising
Research, 46(6).
[22]. Hong, J.W., & Zinkhan, G.M. (1995). Self-concept
and advertising effectiveness: The influence of
congruency, conspicuousness, and response mode.
Psychology & Marketing (1986-1998), 12(1), 53-77.
[23]. Interactive Advertising Bureau of Canada. (2009).
2008 Canadian online advertising revenue grows to $1.6
billion and surpasses radio. IAB Canada Newsletter, July
28.
[24]. Kapner, S. (2009). Facebook tries to sell its friends
again. Fortune, 159(3), 24.
[25]. King, R. (2008). Building a brand with widgets.
Business Week, March 3.
[26]. Krasnikov, A., Mishra, S., & Orozco, D. (2009).
Evaluating the financial impact of branding using
trademarks: A framework and empirical evidence.
Journal of Marketing, 73(6), 154-166.
[27]. Lafferty, B.A., & Goldsmith, R.E. (1999). Corporate
credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is
used in the ad. Journal of Business Research, 44(2), 109-
116.
[28]. Macdonald, E., & Sharp, B. (2000). Brand awareness
effects on consumer decision making for a common,
repeat purchase product: A replication. Journal of
Business Research, 48(1), 5-15.
[29]. MacInnis, D.J., & Jaworski, B.J. (1989). Information
processing from advertisements: Toward an integrative
framework. Journal of Marketing, 53(4), 1-23.
[30]. MacKenzie, S.B., Lutz, R.J., & Belch, G.E. (1986). The
role of attitude toward the ad as a mediator of advertising
effectiveness: A test of competing explanations. JMR,
Journal of Marketing Research, 23(2), 130-143.
[31]. Maconald, E., & Sharp, B. (2003). Management
perceptions of the importance of brand awareness as an
indication of advertising effectiveness. Marketing Bulletin,
14, 1-11
[32]. Mangold, W.G., & Faulds, D.J. (2009). Social media:
The new hybrid element of the promotion mix. Business
Horizons, 52(4), 357-365.
[33]. Murray, B. (2007). Brands must listen to web chatter.
Strategic Communication Management, 11(5), 9-9.
[34]. Muthukrishnan, A.V. (1995). Decision ambiguity and
incumbent brand advantage. Journal of Consumer
Research, 22(1), 98-109.
[35]. Nuscheler, D., & Cochrane, K. (2009). The new
phase of enterprise communications: When content
management meets social media. Journal of Digital
Asset Management, 5(5), 298-314.
[36]. Palmer, A., & Koenig, N. (2009). An experiential,
social network-based approach to direct marketing.
Direct Marketing, 3(3), 162-176.
[37]. Percy, L., & Rossiter, J.R. (1992). A model of brand
awareness and brand attitude advertising strategies.
Psychology & Marketing, 9(4), 263-274.
[38]. Picard, R. (2009). Blogs, tweets, social media, and
the news business. Nieman Reports, 63(3), 10-12.
[39]. Ranaweera, C., Bansal, H., & McDougall, G. (2008).
Web site satisfaction and purchase intentions. Managing Service Quality, 18(4), 329-348.
[40]. Riley, D. (2007). MySpace to announce self-serve
hyper targeted advertising network. TechCrunch,
November 4.
[41]. Rubinson, J. (2009). Empirical evidence of TV
advertising effectiveness. Journal of Advertising
Research, 49(2), 220-227.
[42]. Simmons, G. (2008). Marketing to postmodern
consumers: introducing the internet chameleon.
European Journal of Marketing, 42(3/4), 299-310.
[43]. Smith, R E., Chen, J., & Yang, X. (2008). The impact of
advertising creativity on the hieracy of effects. Journal of
Advertising, 37(4), 47-61.
[44]. Smith, R.E., & Swinyard, W.R. (1983). Attitudebehavior
consistency: The impact of product trial versus
advertising. Journal of Marketing Research, 20(3), 257-
268
[45]. Strategic Direction. (2008). MySpace of yours?
Advertising and social networks. Strategic Direction, 24(8),
15-18.
[46]. Taylor, J.L., & Woodside, A.G. (1977). Consumer
purchase intentions and perceptions of product quality
and national advertising. Journal of Advertising, 7(1), 48.
[47]. Till, B.D., & Baack, D.W. (2005). Recall and
persuasion. Journal of Advertising, 34(3), 47-57.
[48]. Trusov, M., Bucklin, R., & Pauwels, K. (2009). Effects of
word-of-mouth versus traditional marketing: Findings from
an internet social networking site. Journal of Marketing,
73(5), 90-102.
[49]. Tsuji, Y., Bennett, G., & Leigh, J. (2009). Investigating
factors affecting brand awareness of virtual advertising.
Journal of Sport Management, 23(4), 511-544
[50]. Van den Putte, B. (2009). What matters most in
advertising campaigns? The relative effect of media
expenditure and message content strategy. International
Journal of Advertising, 28(4), 669.
[51]. Wiles, M., & Danielova, A. (2009). The worth of
product placement in successful films: An event study
analysis. Journal of Marketing, 73(4), 44-63.
[52]. Wittenberg, L. (2009). Using social media to build a
global market - An interview with Leon Wittenberg of Soho.
Journal of Digital Asset Management, 5(5), 274-285.
[53]. Woodside, A.G., & Wilson, E.J. (1985). Effects of
consumer awareness of brand advertising on preference.
Journal of Advertising Research, 25(4), 41-48.
[54]. Yang, X., & Smith, R.E. (2009). Beyond attention
effects: Modeling the persuasive and emotional effects of
advertising creativity. Marketing Science, 28(5), 935-949,
1005-1006.
[55]. Yoo, B., Donthu, N., & Lee, S. (2000). An examination
of selected marketing mix elements and brand equity.
Academy of Marketing Science Journal, 28(2), 195-211.
[56]. Zhang, G.Y. (2009). Optimal diffusion strategy of
advertising using a Facebook application. America’s
Conference on Information Systems 2009 Proceedings.
[57]. Zuckerberg, M. (2009). Now connecting 250 million
people. The Facebook Blog, July 15.
