NDLI: Digital brand management — A study on the factors affecting customers' engagement in Facebook pages

Content Provider	IEEE Xplore Digital Library
Author	Vadivu, V.M. Neelamalar, M.
Copyright Year	2015
Description	Author affiliation: Dept. of Media Sci., Anna Univ., Chennai, India (Vadivu, V.M.; Neelamalar, M.)
Abstract	The continuous growth in digital technologies has resulted in the growth of digital brand management and made it an essential entity for a particular brand's success. It is evident that Social networking sites with its user base of over two billion stands as the most powerful and influential outlet for online branding when compared with other digital channels. Social media marketing (SMM) is a platform where the marketers can give a more humanizing effect (a real person behind the brand pages) as a brand through which they can create a personal connection with the brand audience. Due to this unique potential, marketers tend to leverage SMM to increase brand loyalty, recognition and to provide richer customer experience. But there are still disagreements on the actual engagement rates of these brand pages and how they can be influenced by the moderator of the page by enhancing the online image of their brands. The study aims at building a reliable method for calculating the engagement rate of the Facebook brand pages. Additionally the study aims to identify the extent to which the moderators' post influences the engagement rate of its audience in terms of its content, frequency and the number of fans present for a particular brand page, by analyzing Facebook pages of predominant brands available to Indian audience.
Starting Page	71
Ending Page	75
File Size	327605
Page Count	5
File Format	PDF
ISBN	9781479998548
e-ISBN	9781479998555
DOI	10.1109/ICSTM.2015.7225392
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2015-05-06
Publisher Place	India
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Fans Brand management Digital Brand management Blogs Media Indian audience Facebook engagement rate Online engagement Customer engagement Facebook
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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