Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love

Abstract

PurposeThis paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.Design/methodology/approachData from 283 FBBP users were analyzed using structural equation modeling with partial least squares.FindingsThe findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.Originality/valueThis paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.Practical implicationsThis paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.