Facebook fans: A fan for life?

Marketers are employing the Facebook platform because of its perceived ability to engage and support deep relationships with consumers.

Facebook fans: A fan for life?

Karen Nelson-Field and Jennifer TaylorEhrenberg-Bass Institute for Marketing Science

As brands invest in building their Facebook profiles, rather than assuming that fans 'liking' them results in meaningful engagement, marketers should consider whether this level of interaction is a genuine measure of success.

'Engage or die' is the marketing catchphrase of the social media era, with Facebook the primary beneficiary of the shift in marketing thinking. Marketers are flocking to the Facebook platform (largely at the expense of other traditional media types) based on its touted ability to engage and support deep relationships with...

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