Chapter 6: Social Community

  1. For World Map of Social Maps Ranked Second, January 2017, see Vincos Blog, world-map-of-social-networks (accessed July 3, 2017).
  2. “Nissan Launches ‘N-Square’ Internal Social Networking Site,” Internal Comms Hub, November 17, 2007, (accessed December 20, 2010).
  3. Mark Sullivan, “How Will Facebook Make Money?” PC World, June 15, 2010, article/198815/how_will_facebook_make_money.html (accessed December 31, 2010).
  4. Quoted in Marshall Kirkpatrick, “Facebook’s Zuckerberg Says the Age of Privacy Is Over,” Read Write Web, January 9, 2010, age_of_privacy_is_ov.php (accessed December 21, 2010).
  5. Debra Aho Williamson, “Brand Interactions on Social Networks,” eMarketer, June 2010, www. (accessed December 20, 2010).
  6. Josh Mendelsohn and Jeff McKenna, “Social Sharing Research Report,” Chadwick Martin Bailey, September 2010, (accessed October 15, 2010).
  7. Rebecca Walker Naylor, Cait Poynor Lamberton, and Patricia M. West, “Beyond the ‘Like’ Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media settings,” Journal of Marketing, 76:6 (2012), 105–20.
  8. Ronald J. Cohen, “Brand Personification: Introduction and Overview,” Psychology and Marketing, 31:1 (2014), 1–30.
  9. Lance Kinney and Jennifer Ireland, “Brand Spokes-Characters as Twitter Marketing Tools,” Journal of Interactive Advertising, 15:2 (2015), 135–50.
  10. Susan Fournier, “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (1998), 343–73.
  11. Kuan-Ju Chen, Jhih-Syuan Lin, Jung Hwa Choi, and Jung Min Hahm, “Would You Be My Friend? An Examination of Global Marketers’ Brand Personification Strategies in Social Media,” Journal of Interactive Advertising, 15:2 (2015), 97–110.
  12. Ibid.
  13. Margaret Callcott and Barbara J. Phillips, “Observations: Elves Make Good Cookies: Creating Likable Spokes Character Advertising,” Journal of Advertising Research, 35 (1996), 73–9.
  14. Brian Solis, “The Social Media Style Guide,” June 14, 2010, (accessed June 30, 2010).
  15. Alhabash Saleem, Anna McAlister, Chen Lou, and Amy Hagerstrom, “From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions, Journal of Interactive Advertising, 15:2 (2015), 82–96.
  16. Filiz Bozkurt Bekoglu, “Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases,” European Scientific Journal, 12:7 (2016), 261–73.
  17. Lisette De Vries, Sonja Gensler, and Peter S.H. Leeflang, “Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing,” Journal of Interactive Marketing, 26:2 (2012), 83–91.
  18. Dokyun Lee, Kartik Hosanagar, and Harikesh Nair, “The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook,” 2014, cfm?abstract_id=2290802 (accessed June 17, 2017).
  19. Kinneya and Ireland, “Brand Spokes-Characters as Twitter Marketing Tools.”
  20. Yu-Ting Chang, Hueiju Yu, and Hsi-Peng Lu, “Persuasive Messages, Popularity Cohesion, and Message Diffusion in Social Media Marketing,” Journal of Business Research, 68:4 (2015), 777–82.
  21. Ibid.
  22. Lisa Spiller, Tracy Tuten, and Michelle Carpenter, “Social Media and its Role in Direct and Interactive IMC: Implications for Practitioners and Educators,” International Journal of Integrated Marketing Communications, 3:1 (2011), 74–85.
  23. Wondwesen Tafesse, “An Experiential Model of Consumer Engagement in Social Media,” Journal of Product & Brand Management, 25:5 (2016), 424–34.
  24. The State of Social Engagement 2016, Report, Lithium, whitepapers/Lithium-the-state-of-social-engagement-2016_k8IG3ISe.pdf (accessed June 18, 2017).
  25. “The Social Generations: Millennials Ask, Gen X Buys & Baby Boomers Observe,” The Q1 2017 Sprout Social Index, Sprout Social, (accessed March 15, 2017).
  26. Christian Crumlish and Erin Malone, Designing Social Interfaces (Sebastopol, CA: O’Reilly Media, 2009).
  27. Ashish Kumar, Ram Bezawada, Rishika, Ramkumar Janakiraman, and P.K. Kannan, “From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” Journal of Marketing, 80:1 (2016), 7–25.
  28. Ibid.
  29. J. Van Doorn, Kay Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner, and C. Verhoef, “Customer Engagement Behavior: Theoretical Foundations and Research Directions,” Journal of Service Research, 13:3 (2010), 253–66.
  30. Bruno Schivinski and Dariusz Dabrowski, “The Effect of Social Media Communication on Consumer Perceptions of Brands,” Journal of Marketing Communications, 22:2 (2016), 189–214.
  31. Robert Kozinets, “Brand Fans: When Entertainment and Marketing Intersect on the Net,” in Tracy Tuten (ed.), Enterprise 2.0: How Technology, E-Commerce, and Web 2.0 Are Transforming Business Virtually (Santa Barbara, CA: Praeger Publishers, 2010), pp. 145–66.
  32. Leslie K. John, Oliver Emrich, Sunil Gupta, and Michael I. Norton, “Does ‘Liking’ Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes,” Journal of Marketing Research, 54:1 (2017), 144–55.
  33. Tom Troja, “Social Is About Aspirations: How to Get People to Aspire to Your Brand,” iMedia Connection, May 8, 2012, (accessed June 15, 2013).
  34. N. Sinha, V. Ahuja, and Y. Medury, “Corporate Blogs and Internet Marketing: Using Consumer Knowledge and Emotion as Strategic Variables to Develop Consumer Engagement,” Database Marketing and Customer Strategy Management, 18:3 (2011), 185–99.
  35. B. Jahn and W. Kunz, “How to Transform Consumers into Fans of Your Brand,” Journal of Service Management, 23:3 (2012), 344–61.
  36. “The Value of a Facebook Fan: An Empirical Study,” Syncapse, June 2010, www.brandchannel. com/images/papers/504_061810_wp_syncapse_facebook.pdf (accessed December 20, 2010).
  37. Anna Farmery, “What Is Your Return on Emotion?” The Engaging Brand Blog, July 2009, http:// html (accessed December 31, 2010).
  38. “Fluent: The Razorfish Social Influence Marketing Report,” Razorfish, 2009, http://fluent.razorfish. com/publication/?m=6540&l=1 (accessed December 21, 2010).
  39. Ann Handley, “Marketing Trend for 2014: Smaller Messaging Has a Big Impact,” Entrepreneur. com, (accessed August 29, 2014).
  40. Schivinski and Dabrowski, “The Effect of Social Media Communication on Consumer Perceptions of Brands.”
  41. Emily Mabry and Lance Porter, “Movies and Myspace: The Effectiveness of Official Websites versus Online Promotional Contests,” Journal of Interactive Advertising, 10:2 (2014), 1–15.
  42. “Facebook Gets Strong Majority of World’s Social Ad Spending,” eMarketer, July 25, 2016, www. (accessed June 18, 2017).
  43. Jim Tobin, “New Research: Organic Facebook Impressions Lead to a 76% Increase in Brand Website Visits,” Ignite, January 10, 2012, (accessed June 18, 2017).
  44. Lindsay Kolowich, “How the News Feed Algorithms Work on Facebook, Twitter & Instagram,” Hubspot, April 14, 2016, (accessed June 18, 2017).
  45. Tobin, “New Research: Organic Facebook Impressions Lead to a 76% Increase in Brand Website Visits.” 
  46. Based in part on Maija Palmer, “How Social Media Sites Compare as Advertising Platforms,” Financial Times, 2015, (accessed June 18, 2017).
  47. “eMarketer Unveils Estimates for Native Ad Spending,” eMarketer, March 21, 2017, www.emarketer. com/article/eMarketer-Unveils-Estimates-Native-Ad-Spending/1015457 (accessed June 18, 2017).
  48. Bartosz W. Wojdynski and Nathaniel J. Evans, ”Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising,” Journal of Advertising, 45:2 (2016), 157–68.
  49. Ibid.
  50. “The Native Advertising Playbook,” Interactive Advertising Bureau, December 4, 2013, www.iab. com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf (accessed June 18, 2017).
  51. “Native Advertising: A Guide for Businesses,” Federal Trade Commission, business-center/guidance/native-advertising-guide-businesses (accessed June 18, 2017).
  52. Ibid.
  53. Wojdynski and Evans, “Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising.”
  54. Freya De Keyzera, Nathalie Densb, and Patric De Pelsmacker, “Is This for Me? How Consumers Respond to Personalized Advertising in Social Network Sites,” Journal of Interactive Advertising, 15:2 (2015), 124–34.
  55. Jon Gibs and Sean Bruich, “Advertising Effectiveness: Understanding the Value of a Social Media Impression,” Nielsen Company and Facebook, April 2010, SocialMediaWhitePapercomp.pdf (accessed December 21, 2010).
  56. Massimo Chieruzzi, “The Science of Successful Facebook Ads,” AdEspresso, February 29, 2016, https:// (accessed June 18, 2017).
  57. Aamer Madhani, “Suspected Gang Rape of Chicago Teen Streamed on Facebook Live,” USA Today, March 21, 2017, (accessed June 18, 2017).
  58. Kelly Hewett, William Rand, Roland T. Rust, and Harald J. van Heerde, “Brand Buzz in the Echoverse,” Journal of Marketing, 80:3 (2016), 1–24.
  59. E. Steel, “Using Social Sites as Dialogue to Engage Consumers, Brands,” Wall Street Journal, November 8, 2006.
  60. Tanya Dua, “The Recipe for Tito’s Killer Social Media Cocktail,” Digiday UK, February 12, 2016, (accessed June 18, 2017).
  61. “Tito’s Handmade Vodka Establishes Brand Loyalty with an Authentic Social Strategy,” Sprout Social, (accessed February 17, 2017).
  62. Ibid.