To read the full version of this content please select one of the options below:

Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages

Hsin Chen (Department of Business Systems, University of Bedfordshire, Luton, UK)
Anastasia Papazafeiropoulou (School of Information Systems, Computing & Mathematics, Brunel University, Uxbridge, UK)
Ta-Kang Chen (Department of Business Administration, SooChow University, Shulin District, New Taipei City, Taiwan)
Yanqing Duan (Department of Business Systems, University of Bedfordshire, Luton, UK)
Hsiu-Wen Liu (Department of Business Administration, SooChow University, Taipei City, Taiwan)

Journal of Enterprise Information Management

ISSN: 1741-0398

Publication date: 2 September 2014

Abstract

Purpose

The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM).

Design/methodology/approach

The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected.

Findings

The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM.

Research limitations/implications

The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame.

Originality/value

The study's contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook.

Keywords

Citation

Chen, H., Papazafeiropoulou, A., Chen, T.-K., Duan, Y. and Liu, H.-W. (2014), "Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages", Journal of Enterprise Information Management, Vol. 27 No. 5, pp. 576-598. https://doi.org/10.1108/JEIM-05-2013-0019

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited