Beyond the “like”: customer engagement of brand fans on Facebook
ISSN: 0955-534X
Article publication date: 10 January 2020
Issue publication date: 4 February 2021
Abstract
Purpose
The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines the differences in CE between the clusters. The predictive capabilities of CE on an important brand outcome, electronic word-of-mouth (eWOM), are determined.
Design/methodology/approach
In total, 493 respondents participated in an online survey. A two-step cluster analysis was conducted to determine the fan types. ANOVA was used to assess the differences in CE between the clusters. Multiple regression determined the predictive capabilities of CE on eWOM.
Findings
This research confirms the Facebook fan typology on a more diverse sample. Significant differences exist between the fan types on CE (captivation and gratification) and CE significantly predicts eWOM.
Research limitations/implications
Future research could include motivations behind brand fan behavior. Using other CE measures may bring a different view. Theoretical perspectives other than social identity theory (SIT) may elicit other insights.
Practical implications
Insights into brand fan segments’ behavior and engagement allow brand managers to develop targeted marketing interactions. Gratification engagement is a stronger driver of eWOM, suggesting that brands should focus on marketing actions that will encourage gratification.
Originality/value
This research expands on Facebook brand fan typologies and explores CE as a multi-dimensional construct, rather than as a mere “like” action. Additionally, it determines the predictive capabilities of CE dimensions on eWOM. The findings suggest that SIT could be useful when examining CE in brand communities.
Keywords
Acknowledgements
The authors, with gratitude, acknowledge the funding supplied by the University of Pretoria in the form of the Research Development Program. The funding allowed for the purchase of a consumer panel for data collection. The authors also acknowledge the assistance of Dr. Marthi Pohl in the analysis. Our gratitude also to the nameless reviewers for constructive suggestions.
Citation
Maree, T. and van Heerden, G. (2021), "Beyond the “like”: customer engagement of brand fans on Facebook", European Business Review, Vol. 33 No. 2, pp. 255-271. https://doi.org/10.1108/EBR-02-2019-0025
Publisher
:Emerald Publishing Limited
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