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Mediating impact of fan-page engagement on social media connectedness and followers purchase intention

Zoha Rahman (Department of Media Studies, University of Malaya, Kuala Lumpur, Malaysia)
Sedigheh Moghavvemmi (Department of Operation and Information Management System, University of Malaya, Kuala Lumpur, Malaysia)
Kumaran Suberamanaian (Department of Indian Studies, University of Malaya, Kuala Lumpur, Malaysia)
Hasmah Zanuddin (Department of Media Studies, University of Malaya, Kuala Lumpur, Malaysia)
Hairul Nizam Bin Md Nasir (Department of Software Engineering, University of Malaya, Kuala Lumpur, Malaysia)

Online Information Review

ISSN: 1468-4527

Article publication date: 7 September 2018

Issue publication date: 16 October 2018

3957

Abstract

Purpose

The purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.

Design/methodology/approach

This study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.

Findings

It was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.

Research limitations/implications

The study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.

Practical implications

The research provides information for business-to-consumer companies in utilising fan page based on user categories.

Originality/value

This study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

Keywords

Acknowledgements

This research is funded and supported by University Malaya Research Grant (UMRG) Project No. RP024-15HNE) and PPP (Project No. PG182-2015A) Program of University of Malaya, Malaysia. The authors would like to give our special thanks and gratitude to the University of Malaya Research Grant Program for injecting financial support to have necessary research equipment, research-workers, research assistants associated with this research.

Citation

Rahman, Z., Moghavvemmi, S., Suberamanaian, K., Zanuddin, H. and Bin Md Nasir, H.N. (2018), "Mediating impact of fan-page engagement on social media connectedness and followers purchase intention", Online Information Review, Vol. 42 No. 7, pp. 1082-1105. https://doi.org/10.1108/OIR-05-2017-0150

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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