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The impact of Facebook experience on consumers’ behavioral Brand engagement

Amalia Triantafillidou (Department of Digital Media and Communication, Western Macedonia University of Applied Sciences, Kastoria, Greece)
George Siomkos (Department of Business Administration, Athens University of Economics and Business, Athens, Greece)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 29 January 2018

Issue publication date: 25 May 2018

Abstract

Purpose

The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing and communitas); second, it tests the effects of these dimensions in relation to consumers’ brand engagement on Facebook.

Design/methodology/approach

Two online surveys were conducted using self-administered questionnaires. Respondents were recruited through the snowball sampling technique.

Findings

The findings suggest that the different experiential elements of Facebook usage have varying effects on the two brand engagement factors (consuming and contributing) on Facebook. Specifically, the passive element (consuming) is positively influenced by the dimensions of flow and communitas (i.e. feelings of belongingness), while escapism is found to be a negative predictor. The active element of engagement (contributing) is positively affected by dimensions such as entertainment, flow, socializing and communitas.

Practical implications

Brand managers should design Facebook pages for their brands that entertain and immerse consumers, while enabling them to socialize and bond with others to increase levels of consumers’ engagement with brands on Facebook. However, brand managers should be cautious regarding the fantasy experience (escapism) offered by their Facebook pages, as this can distract consumers from the content of the brand page.

Originality/value

To date, most studies on Facebook usage have been conducted under the uses and gratifications framework, while the various elements that comprise Facebook users’ experience have not received sufficient attention in previous conceptualizations of Facebook experience. In addition, the present study enhances the research by examining consumers’ brand engagement on Facebook as a potential consequence of the various Facebook experience dimensions.

Keywords

Acknowledgements

This research was funded by the Research Centre of the Athens University of Economics and Business, in the framework of “Research Funding at AUEB for Excellence and Extroversion”.

Citation

Triantafillidou, A. and Siomkos, G. (2018), "The impact of Facebook experience on consumers’ behavioral Brand engagement", Journal of Research in Interactive Marketing, Vol. 12 No. 2, pp. 164-192. https://doi.org/10.1108/JRIM-03-2017-0016

Publisher

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Emerald Publishing Limited

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