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Social Networking Brand Credibility Scale Opportunities for user-contributed social network content, staff engagement, unique value in content  Informative social network content, minimal fan interaction, brand-driven Spammy, self-involved social network content Does not create enthusiastic fans, but is a mildly credible brand source Enthusiastic fans, highly credible source for brand information Earns no added brand credibility from social media Added value from online content, user-generated content, and real engagement make the brand a credible information source, creates brand defenders, and develops brand enthusiasts

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Social Network Brand Credibility Scale

  • 1. Social Networking Brand Credibility Scale Opportunities for user-contributed social network content, staff engagement, unique value in content Informative social network content, minimal fan interaction, brand-driven Spammy, self-involved social network content Does not create enthusiastic fans, but is a mildly credible brand source Enthusiastic fans, highly credible source for brand information Earns no added brand credibility from social media Added value from online content, user-generated content, and real engagement make the brand a credible information source, creates brand defenders, and develops brand enthusiasts