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Brand Personality and Its Effect on Social Media Performance.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand Personality and Its Effect on Social Media Performance./
Author:	Ford-Atkinson, Janet K.
Description:	1 online resource (198 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 84-05, Section: B.
Contained By:	Dissertations Abstracts International84-05B.
Subject:	Web studies. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29395562click for full text (PQDT)
ISBN:	9798351452043

Brand Personality and Its Effect on Social Media Performance.
Ford-Atkinson, Janet K.

Brand Personality and Its Effect on Social Media Performance. - 1 online resource (198 pages)

Source: Dissertations Abstracts International, Volume: 84-05, Section: B.

Thesis (D.B.A.)--Keiser University, 2022.

Includes bibliographical references

This paper aims at examining the relationship of the five brand personalities such as aggressiveness, responsibility, simplicity, activity, and emotionality with the equity of the brand created through social media in different organizations. Secondly, this paper aims at unveiling the other indirect effects of a brand personality on treating brand equity and brand loyalty as mediating variables. A questionnaire was created along with a survey method that aligns with the above-mentioned purposes. Hypotheses were established and tested by the use of modeling. The result indicates the aspects of aggressiveness, followed by the activeness and responsibility of brand personality on social media. Contrarily, simplicity, and emotionality are not part of brand personality on social media. The results also show that brand personality positively impacts brand loyalty and partially links loyalty and brand personality relationships.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798351452043Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

Brand personalityIndex Terms--Genre/Form:

542853
Electronic books.

Brand Personality and Its Effect on Social Media Performance.
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245 1 0 $a Brand Personality and Its Effect on Social Media Performance.
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500 $a Source: Dissertations Abstracts International, Volume: 84-05, Section: B.
500 $a Advisor: Browne, Shereka.
502 $a Thesis (D.B.A.)--Keiser University, 2022.
504 $a Includes bibliographical references
520 $a This paper aims at examining the relationship of the five brand personalities such as aggressiveness, responsibility, simplicity, activity, and emotionality with the equity of the brand created through social media in different organizations. Secondly, this paper aims at unveiling the other indirect effects of a brand personality on treating brand equity and brand loyalty as mediating variables. A questionnaire was created along with a survey method that aligns with the above-mentioned purposes. Hypotheses were established and tested by the use of modeling. The result indicates the aspects of aggressiveness, followed by the activeness and responsibility of brand personality on social media. Contrarily, simplicity, and emotionality are not part of brand personality on social media. The results also show that brand personality positively impacts brand loyalty and partially links loyalty and brand personality relationships.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Web studies. $3 2122754
650 4 $a Computer science. $3 523869
650 4 $a Behavioral sciences. $3 529833
650 4 $a Personality psychology. $3 2144789
653 $a Brand personality
653 $a Marketing
653 $a Social media
655 7 $a Electronic books. $2 lcsh $3 542853
690 $a 0338
690 $a 0984
690 $a 0602
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773 0 $t Dissertations Abstracts International $g 84-05B.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29395562 $z click for full text (PQDT)