Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay
Impact of Companies’ Facebook Pages on Consumer Brand Preference
As the internet has turned into a sizeable business platform, the emergence of many new communication tools has brought about certain changes to marketing activities as well. People who carry out marketing activities on the internet have been trying to find better ways of retaining their customers (King, 2008, p. 53). With the emergence of social networking sites such as MySpace, Facebook, Cyworld, and Bebo, and as millions of users have begun to use these sites in their daily lives (Boyd & Ellison, 2008, p. 210), the need has arisen for corporations to communicate with their customers through these social networks. Facebook, which is one of the social media networks that is suitable for individuals who look for new media to establish communications with other people, has become a popular medium for corporations that wish to create brands or expand their existing brands (Shen & Bissel, 2013, p. 630). Corporations try to keep customers faithful to their brands through social media. For this reason, they create fan pages on social media platforms and allow individuals to communicate with their brands at any time of day (Ang, 2011, p. 36). Corporations that have Facebook pages post updates or announcements about their brands through these pages and try to make their consumers prefer their brands.
Social Media and Facebook Brand Pages
Developments in communication technologies have provided a chance for individuals to express themselves and make comments. For instance, new media such as...