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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.

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 ‘managed stock’ market in Taiwan is neglected by the authorities and general investors. In this paper, we explore the link between financial trait and stock price changes in this special market.

Overall, we analyze and discuss managerial implications for institutional investors, general investors and the authorities as well.