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Easy way to Facebook success: Brands need to focus on trouble-free use

Strategic Direction

ISSN: 0258-0543

Article publication date: 7 October 2014




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Issues with ease of use and usefulness of Facebook pages might be addressed by attempting to reduce customer effort when accessing the pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and electronic word-of-mouth.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



Retraction notice

The Publisher wishes to retract the precis article “Easy way to Facebook success: Brands need to focus on trouble-free use”, published in Strategic Direction, Vol. 30 No. 11, 2014. It has come to the attention of Emerald Publishing that this precis article contains large sections of unattributed text taken from the original research article “Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages”, by Hsin Chen, Anastasia Papazafeiropoulou, Ta-Kang Chen, Yanqing Duan, Hsiu-Wen Liu, published in Journal of Enterprise Information Management, Vol. 27 No. 5, 2014.

Precis articles are intended to summarise original academic research articles for a different audience, and should not include verbatim passages from the original articles. This error occurred due to a miscommunication in the commissioning process.

To avoid any repeated incidents of this nature, Emerald has fully revised its guidelines and briefed its Commissioning Editors. Strategic Direction sincerely apologises to the original authors and its readers for this error. The original article can be viewed here:


(2014), "Easy way to Facebook success: Brands need to focus on trouble-free use", Strategic Direction, Vol. 30 No. 11, pp. 22-24.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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