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The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM).

The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected.

The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM.

The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame.

The study's contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook.

Cause‐related marketing (CRM), the practice of donating money to a charity for each consumer purchase, has become an important part of corporate philanthropy. This research seeks to explore two types of product‐cause fit in CRM, and examine whether the selection of consistent‐fit and complementary‐fit causes could be influenced by product type and donation level.

An experiment in conjoint design was conducted based on a computer‐based survey involving 512 choice‐based conjoint interviews.

It is found that consumers are more likely to choose a hedonic product offering a donation with a complementary‐fit cause. In contrast, individuals tend to prefer a utilitarian product with a consistent‐fit cause. Beneficial effects of a complementary‐fit cause are enhanced when the donation level is high.

This paper is one of the first to present comprehensive qualitative analyses of consumer behavior with regard to product‐cause fit with diversity of products and situations. It provides more fruitful results than simple willingness‐to‐buy studies or direct inquires into people's attitudes toward CRM used in previous research, since less socially desired answers are obtained by taking an indirect approach to discovering consumer preferences. The paper raises concerns over the understanding of product‐cause fit and how exactly it works, especially with regard to sponsoring a cause that is complementary to the product image.

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.

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.

The purpose of this paper is to derive and empirically test a theoretically grounded model of motivations (socializing, entertainment, self-expression, and information seeking) that lead to the use of Facebook Places. Store atmosphere factors (ambient, design, and social factors) were also investigated as moderators of the relationship between the motivation and use of Facebook Places.

Based on a survey of 504 South Korean Facebook users, this research applies a structural equation modeling approach to test the research hypotheses.

The analysis revealed that motivations such as socializing, entertainment, and self-expression influence the use of Facebook Places, and design factors moderate the relationship between the motivations and the use of Facebook Places.

This study provide insights that can help Facebook and store owners develop effective marketing strategies that could increase revenue. When users check-in at a location it creates free word of mouth advertising. Thus, identifying the factors that motivate users to check-in at a particular location will be an important way to advertise.

While uses and gratification theory has mainly been used to study mass media, this study applied the theory to Facebook Places, a type of social networking sites-based location-based services. Additionally, this study added store atmosphere elements as moderators, which is an appropriate concept in the context of the Facebook check-in service.