Abstract
The popularity of Facebook has attracted attention from the small scale business in India and inspired a wide range of marketing activities aimed at utilizing this new platform i.e. brand fan page of Facebook. While using Facebook individuals like number of brands appearing on their news feed. The motivation for liking brands may be diverse for distinctive individuals. But whether liking a brand on fan page truly represents some emotional connection with the brand or not is still unexplored. This study aims to fill this gap by determining whether liking a brand on Facebook results into brand love or is it just a fad. Further, the paper attempts to find whether there exists a relationship between brand “liked” on the fan page and purchase intention, and if this in turn leads to positive word of mouth. A survey of Facebook users who engage with the brand of small scale companies by “liking” it was undertaken as part of the study. The five small scale companies were selected on the basis of their popularity on Facebook. Structural equation modeling was applied using the data collected from 311 survey respondents to arrive at relevant outcomes.
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