Driving Consumers to Become Fans of Brand Pages: A Theoretical Framework

Abstract

The purpose of this study is to examine factors that affect consumers’ intentions to join brand pages. The findings suggest that utilitarian and hedonic values of advertising on social networks enhance users’ positive attitudes toward brand pages. Belongingness has a positive effect on subjective norm. Both the attitudes toward brand pages and subjective norm variables are significant predictors of consumers’ intentions to join brand pages. However, subjective norm affects intentions to join brand pages more than attitudes toward brand pages do. The conceptual framework underlying the theoretical model provides a useful basis for explaining consumers’ intentions to become fans of brand pages.