The influence of “Facebook friends” on the intention to join brand pages

Abstract

Purpose

This paper aims to examine the role of Facebook friends on the intention to join brand pages in this social network site (SNS). SNSs have grown in both popularity and use. They allow individuals to articulate their social networks by developing a list of other members on the site with whom they share a connection. These platforms also allow companies to create profiles to promote their brands. However, many firms have jumped into SNSs by creating a “brand page” without fully understanding how to spread it successfully.

Design/methodology/approach

Two experiments were developed. In the first one, the authors manipulated how the individual comes to know about brand pages. Participants discovered a brand page through a friend with whom they have either a strong tie or a weak tie. In the second experiment (2 × 2), the authors manipulated tie strength (strong vs weak) and the type of recommendation (active vs passive).

Findings

Results of the first study show that as the individual has more experience in Facebook (measured in this paper through satisfaction, past behavior of following brands and Facebook intensity), the effect of tie strength on the intention to join a brand page dilutes. The second study confirms Study 1 and shows that strong ties exert more influence than weak ties when the brand page is actively recommended by Facebook friends.

Practical implications

This paper shows that the influence of strong ties is particularly important for individuals with low levels of experience in Facebook. As experience in SNSs is expected to continue growing, managers should not forget the role of weak ties as a source of information for their networked friends. Strong ties only remain more influential than weak ties when the information about the brand page is received through an invitation.

Originality/value

This paper explores the interpersonal influences in Facebook, asserting that the influence of tie strength depends on the level of experience in the SNS, and on the way, information about the brand page is received.

Citation

Palazon , M., Sicilia, M. and Lopez, M. (2015), "The influence of “Facebook friends” on the intention to join brand pages", Journal of Product & Brand Management, Vol. 24 No. 6, pp. 580-595. https://doi.org/10.1108/JPBM-08-2014-0696