Search results

1 – 10 of over 2000
To view the access options for this content please click here
Article
Publication date: 23 October 2020

Stephanie Hui-Wen Chuah, Eugene Cheng-Xi Aw and Ming-Lang Tseng

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user…

Abstract

Purpose

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user gratifications and customer engagement with brand fan pages, determine whether fan page agility moderates this effect and examine the influence of fan page engagement on customers' share of wallet and resistance to negative brand information.

Design/methodology/approach

By using an online questionnaire, 614 valid responses were obtained from the followers of multiple Facebook brand fan pages. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data.

Findings

The results indicate that fan page attractiveness mediates the relationship between user gratifications and fan page engagement. However, this relationship is moderated by fan page agility. Fan page engagement increases customers' share of wallet and resistance to negative brand information. This finding suggests that creating fan page content and interactions that are attractive to customers is not sufficient for promoting engagement; brand fan pages must also be agile to customers' changing needs and competitors' moves.

Originality/value

By proposing and testing a novel moderated mediation effect, this study enriches the uses and gratifications theory (UGT) and provides new insights into the underlying mechanisms and boundary factors driving fan page engagement. In addition, this study contributes to the customer engagement literature by introducing share of wallet and resistance to negative brand information as outcome variables.

Details

Internet Research, vol. 31 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

To view the access options for this content please click here
Article
Publication date: 22 June 2012

Benedikt Jahn and Werner Kunz

Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of…

Downloads
13815

Abstract

Purpose

Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to investigate the effect of fan pages on the customer‐brand relationship and what motivates users to participate.

Design/methodology/approach

For this a framework was developed based on classical concepts of use and gratification theory, customer engagement, and involvement theory. The model is tested using a multi‐step approach of qualitative and quantitative methods.

Findings

The paper can show a significant influence from online service usage behavior on the fan page on the customer‐brand relationship. Furthermore, the paper identifies different values such as functional and hedonic content as drivers of fanpage participation.

Research limitations/implications

The results are limited by the used data set, which is not representative for all industries and is cross‐sectional. Further research could build up a database over a longitudinal time frame in different industries. The results are interesting for theory and practice. They confirm the positive effect of integration and engagement in general and show that fan pages are more than just tools to connect brand fans. They are also instruments for gaining new fans.

Originality/value

The present study is the first study that not only shows the effect of fan pages on customer behavior, but also analyses the motives for participation and the crucial constructs to manage them successfully.

Details

Journal of Service Management, vol. 23 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

To view the access options for this content please click here
Article
Publication date: 21 November 2016

Imran Khan, Han Dongping and Akhter Wahab

Along with traditional marketing channels, social media outlets are integrated as a part of the marketing mix. Social media has changed the dynamics of interaction between…

Downloads
5912

Abstract

Purpose

Along with traditional marketing channels, social media outlets are integrated as a part of the marketing mix. Social media has changed the dynamics of interaction between companies and consumers that foster this relationship. Managing brand fan pages on social networking sites is a specific way the companies are using. Customers can become brand fans on these pages and indicate that they like the brand posts, share on their wall or simply comment. The purpose of this paper is to analyse the impact of cultural differences on the effectiveness of social media metrics and scientifically tested brand engagement in terms of commitment, loyalty and brand recommendations.

Design/methodology/approach

The authors analysed 1,922 brand posts from five different brands of a single product category in three different countries. Ordinary least square and hierarchical moderation regression was used to test the hypotheses.

Findings

Results show that all determinants are not equally suitable for enhancement of number of likes, comments and shares. More specifically, vivid and interactive brand post determinants enhance the number of likes. Furthermore, interactive brand posts enhance the number of comments while vivid brand posts enhance number of shares. Moreover, impact and intensity vary across different cultures.

Originality/value

Brand fan page moderators can obtain guidance from the research in formulating their social media marketing strategies in order to decide which post determinants to place on the fan page.

Details

Aslib Journal of Information Management, vol. 68 no. 6
Type: Research Article
ISSN: 2050-3806

Keywords

To view the access options for this content please click here
Article
Publication date: 7 September 2018

Zoha Rahman, Sedigheh Moghavvemmi, Kumaran Suberamanaian, Hasmah Zanuddin and Hairul Nizam Bin Md Nasir

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…

Downloads
2817

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.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

To view the access options for this content please click here
Article
Publication date: 18 April 2017

Tilo Halaszovich and Jacques Nel

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as…

Downloads
4418

Abstract

Purpose

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”.

Design/methodology/approach

In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling.

Findings

The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust.

Originality/value

Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

Details

Journal of Product & Brand Management, vol. 26 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 15 May 2017

Wimmala Pongpaew, Mark Speece and Leela Tiangsoongnern

Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience…

Downloads
7626

Abstract

Purpose

Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience. However, use of social media for marketing communications is not well understood. This study aims to examine manager and user views of CBE and effects of perceived social presence (PSP) on CBE in a corporate Facebook environment.

Design/methodology/approach

Qualitative in-depth interviews are conducted with 18 users of corporate Facebook – i.e. those who visit corporate Facebook regularly – and four marketing managers whose companies operate Facebook pages. The industry is smart-information technology devices, and the cultural context is Thailand.

Findings

Corporate Facebook sites with high SP functions foster customer engagement on cognitive, emotional and behavioral levels. PSP enhances product knowledge and encourages return page visits. Thus, CBE and PSP build brand trust and loyalty. However, managers may need to focus more on the nature of the brand community beyond the corporate Facebook page.

Practical implications

Companies that enrich their corporate Facebook with SP features can encourage CBE. Consumers feel more informed about the brand and therefore feel more positively about it, which enhances the brand experience and brand trust. This holds even for lurkers who do not behaviorally engage on the Facebook page much, but who are active in the broader brand community.

Originality/value

This paper studies the relationship between PSP and CBE in a corporate Facebook environment, providing insights into how PSP influences CBE, which can enhance the customer’s brand experience and contribute to brand perceptions.

Details

Journal of Product & Brand Management, vol. 26 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 13 March 2017

Shing-Wan Chang and Shih-Heng Fan

The purpose of this paper is to examine the determinants of continuous brand-customer relationship via company-hosted social networking sites (SNSs). Factors that…

Downloads
2996

Abstract

Purpose

The purpose of this paper is to examine the determinants of continuous brand-customer relationship via company-hosted social networking sites (SNSs). Factors that influence fans to continue using fast-fashion brands’ Facebook fan pages and to maintain the brand-customer relationship are discussed first. Subsequently, the predictors of fans’ engagement and affective commitment to a fast-fashion brand are examined with the aim to explore the key elements that nurture the brand-customer relationship via brands’ SNSs.

Design/methodology/approach

A quantitative research was conducted and the structural equation modelling was used to test the hypotheses on a sample of 202 fast-fashion Facebook fan page users in Taiwan.

Findings

The results demonstrate that engagement, affective commitment and continued intention to use are predominantly influenced by, in turn, social interaction tie, content value and affective commitment.

Research limitations/implications

The study is limited because it investigated the fast-fashion fan page users in an Asian country, so the findings cannot be generalised to other contexts.

Practical implications

The findings suggest that fan page managers’ initiation and involvement in conversations, frequent responses, listening to fans’ opinions and improving fans’ experiential value may facilitate them to engage in the brand’s activities at a higher level.

Originality/value

The findings of this integrated model suggest managerial guidelines for brand managers in this industry regarding how to maintain the brand-customer relationship through social media strategy and how they contribute to theory building in continuance intention of SNSs.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

To view the access options for this content please click here
Article
Publication date: 1 September 2017

Benjamin Rosenthal and Eliane Pereira Zamith Brito

The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.

Downloads
1809

Abstract

Purpose

The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.

Design/methodology/approach

A case study methodology was applied. Brand posts in the form of text, pictures, videos and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed.

Findings

This paper shows how brand meanings are orchestrated by brand managers and co-created through a process in which the brand leads the dialog through several types of brand actions. It also shows how fans engage in this dialog through multiple forms of reactions. A brand page’s content should be curated by its manager based on the role of the content on fans’ lives and their potential reactions and not merely on the meanings that the brand desires to communicate.

Research limitations/implications

This paper proposes a conceptual framework for understanding brand meaning co-creation at the micro-level of brand-fans daily interactions. Nevertheless, this study analyzed only three brand pages in two product categories – alcoholic beverages and running. Therefore, the authors do not claim that one can extrapolate from their findings.

Practical implications

The brand meaning co-creation process that is identified here provides a useful frame of reference for brand managers who seek to understand how they can best influence fans to co-create brand meanings in directions that benefit their companies.

Originality/value

This paper evolves with the co-creation of brand meanings literature by proposing a framework of brand meaning co-creation on Facebook. This framework can help brand managers to fine tune their content strategy in social media.

Details

Marketing Intelligence & Planning, vol. 35 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 13 November 2017

Silvia Sanz-Blas, Enrique Bigné and Daniela Buzova

The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in…

Downloads
1004

Abstract

Purpose

The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing users’ participation in Facebook as a mobile social network (m-WOM).

Design/methodology/approach

An empirical study was carried out by means of online interviews with structured questionnaires. To analyse the data, and estimate the hypothesised relationships in the theoretical model, the partial least squares equation modelling was used.

Findings

The results of the study indicate that accessing brands’ mobile Facebook fan pages can satisfy the needs of understanding, orientation and play. These needs, in turn, influence users’ attitude, as well as their active and passive participation. Besides, users’ active participation in brandsfan pages is enhanced by the direct and positive influence of attitude and passive participation.

Practical implications

This research enables brands to know which aspects to highlight in their communication strategies in order to increase the user’s active participation and generate m-WOM. Brands need to post information which is not only relevant, but also entertaining and visually attractive. Furthermore, they should foster the user-brand interaction to achieve users’ engagement with the brand.

Originality/value

The contribution of the present research is threefold. First, it offers a new perspective in explaining eWOM participation in mobile settings based on social networks. Second, it is argued that dependency is a key driver in explaining m-WOM. Lastly, integrating parasocial integration in the authors’ model highlights the communication nature of the word-of-mouth process.

Details

Online Information Review, vol. 41 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

To view the access options for this content please click here
Article
Publication date: 9 November 2015

Na Su, Dennis Reynolds and Bixuan Sun

This study aims to identify what type of post is most effective in drawing fans to like, comment on or share it, building on the premise that hotels can only benefit when …

Downloads
4353

Abstract

Purpose

This study aims to identify what type of post is most effective in drawing fans to like, comment on or share it, building on the premise that hotels can only benefit when “fans” – customers who “like” them – engage in discussion and interaction on Facebook.

Design/methodology/approach

In the case of the Super 8 Hotels Facebook fan page, 14 underlying factors related to themes, media, characteristics and time are identified in a content analysis of its posts. Multilevel regression is employed in the study to test the effects of these 14 factors on the number of fans who like, comment on or share a post.

Findings

Posts about hotel products and attributes diminish the attractiveness to the hotel brand’s Facebook page. The posts that include award and discount information, expressed in a humorous way or end with requests to like tend to be liked more often by fans. Furthermore, posts ending with a question are likely to get more comments, but these questions have a negative influence on the number of likes the post receives. In addition, posts with pictures or involving environment concerns are more likely to be shared by fans.

Practical implications

The paper provides hotel practitioners with implementable communication tactics to increase their appeal to consumers on Facebook.

Originality/value

The study represents a new academic area of how to communicate using social media and concludes with practical strategies for hoteliers seeking to utilize Facebook as an effective marketing tool.

1 – 10 of over 2000