University students and their relationship with brands in Facebook. The UPV/EHU case
Abstract
In this article, we analyze the relationship that young university students maintain with brands in Facebook social network, a social environment thought for interaction mainly between people. Social network users among university students are the target group selected for this analysis because they are the early adopters of social networks and those who more easily integrate them into their relationships. Through a self-administered questionnaire to a sample of 4753 students of University of the Basque Country, we have studied the acceptance of brands, what university students expect to obtain from them and what relationship do they maintain with them in Facebook. Results show that university students accept the presence of commercial brands in social networks. More than a half of the sample declares to be a fan of some brands. Those fans actively interact with brands in several ways. Brands and companies get a prominence that didn’t have before.
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