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Title: At Face(book) Value: The Effects of Social Media on Consumer Interest and Company Perception
Authors: Vines, Stephen
Advisors: Cooper, Joel
Contributors: Prentice, Deborah
Department: Psychology
Class Year: 2013
Abstract: Facebook is a massive platform with a massive audience. Many companies have already employed social media marketing strategies by establishing their presences on the network. The present experiment examined how a company’s popularity on Facebook influenced consumer interest and perception of the company’s personality along the Big-Five personality dimensions. 140 Princeton undergraduates completed an online survey after seeing either a company Facebook page or a print advertisement. Results revealed that Facebook popularity did not significantly influence consumer interest in comparison with a print media control. Social media did influence the extent to which participants were willing to imbue the company with humanlike characteristics, as a popular company was perceived as having a different personality than an unpopular one. Implications for companies and future research are discussed.
Extent: 63 pages
Access Restrictions: Walk-in Access. This thesis can only be viewed on computer terminals at the Mudd Manuscript Library.
Type of Material: Princeton University Senior Theses
Language: en_US
Appears in Collections:Psychology, 1930-2020

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