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The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions

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Advances in Advertising Research (Vol. VII)

Part of the book series: European Advertising Academy ((EAA))

Abstract

Online social networking sites (SNS) such as Facebook or Twitter provide advertiser with new channels to contact and interact with potential target groups. Brand profiles enable companies to interact with consumers in a direct personalized way (Kelly et al., 2010; Rowley, 2009). The interactivity between consumers and the brand is based on playful experiences, entertainment, information and active participation.

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Author information

Authors and Affiliations

  1. Department of Business Administration and Marketing (Economía Financiera II), Faculty of Economics and Business Administration, University of the Basque Country, University of the Basque Country UPV/EHU, Spain, Avda. Lehendakari Aguirre 83, 48015, Bilbao, Spain

    Patrick Hartmann

  2. University of the Basque Country UPV/EHU, Faculty of Economics and Business, University of the Basque Country UPV/EHU, Spain, 83, 48015, Bilbao, Spain

    Vanessa Apaolaza, Jose M. Barrutia & Carmen Echebarria

  3. East China Normal University, Faculty of Economics and Management, University of the Basque Country UPV/EHU, Spain, Dongchuan Road 500, Shanghai, China

    Jiaxun He

Authors
  1. Patrick Hartmann
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  2. Vanessa Apaolaza
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  3. Jiaxun He
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  4. Jose M. Barrutia
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  5. Carmen Echebarria
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Corresponding author

Correspondence to Patrick Hartmann .

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Editors and Affiliations

  1. School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides

  2. School of BEI, Birkbeck, University of London, London, United Kingdom

    Anastasia Stathopoulou

  3. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Hartmann, P., Apaolaza, V., He, J., Barrutia, J.M., Echebarria, C. (2017). The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions. In: Christodoulides, G., Stathopoulou, A., Eisend, M. (eds) Advances in Advertising Research (Vol. VII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_3

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