- Vines, Stephen [Browse]
- Senior thesis
- 63 pages
- Cooper, Joel [Browse]
- Prentice, Deborah [Browse]
- Princeton University. Department of Psychology [Browse]
- Class year
- Restrictions note
- Walk-in Access. This thesis can only be viewed on computer terminals at the Mudd Manuscript Library.
- Summary note
- 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.