Brand interaction on the social media network sites among young people: towards acceptance and desired presence

Abstract

Brand presence on the interactive media is not treasured by consumers as several research studies has shown (Edwards, Li, y Lee, Joo-Hyun,2002; Cho, Cheon y Hongsik, 2004; Frutos y Sánchez-Valle, 2011). Particularly display ads are perceived as an intrusion on the user´s personal space, being negative evaluated as long as escapes from consumer´s control. In contrast, brands on social media network sites get consumer´s volunteer interaction. The study approaches this interaction process between users and brands and, at the same time, explores the best brands to lead this dialogue. Focus groups were conducted in order to explore the interaction experience with brands. Participants were selected among young social sites network users between 16 and 20 years old. A quantitative study was completed with 120 university students through an on-line questionnaire. Results show that top of mind brands are those well known among the youth that cause admiration. Evidence is particularly clear on the technology and fashion sectors. New questions appear regarding the features a brand must have in order to reach the interaction on the consumer personal space and get consumers engagement.