Facebook Brand Pages Research Articles

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

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.

Analytical Study on Role of Social Sites in Consumer Engagement in India

The significance of social media's influence on consumer behavior and corporate strategy in India cannot be overstated, given the country's multifaceted culture, quickly expanding population, and evolving digital landscape. Fans of a specific Facebook brand page were polled using questionnaires to collect the data utilized in this study. Online consumer engagement was found to be significantly influenced by both media and post content type. It also stressed that client involvement would increase in proportion to the extent to which social media marketing was used. This research uncovered five aspects that greatly affect consumer involvement. The article also highlights the larger social consequences of social media, such as its involvement in social and political movements and its support to government projects like Digital India. In essence, the article highlights the fact that social media has become a key factor in the political, economic, and social transformation of India.

The Effect of Incentives on Facilitating User Engagement with Succulent Retailers’ Social Media Pages

Social media are an important approach for florists to reach consumers, and many florists have set incentives to encourage users to engage with their social media pages. However, various subjects can serve as rewards, but what is more effective for encouraging users to engage with the florists’ social media pages remains unknown. This study is intended to address this deficiency. The objectives of this study are as follows: (1) to explore the typology of the incentives used by succulent retailers to promote user engagement; (2) to compare the difference across various types of incentives in regard to the effect on promoting user engagement with succulent retailers’ social media pages. Data were gained from the succulent retailers’ empirical practices on their Facebook brand pages. As a result, 2602 Facebook posts were downloaded and analyzed via content analysis to explore the typology of the incentives applied by succulent retailers. The number of clicks on likes, comments, shares, and emojis by users was recorded as the index of user engagement with the post. The effect of various incentives on user engagement with the succulent retailers’ FB pages was analyzed via the statistical approach of MANOVA. The study results showed that the incentives applied by succulent retailers can be classified into three categories: economic incentives; social incentives; mixed incentives, which contain both economic and social values. The economic incentives included discounts, gifts, sweepstakes, and bidding, while social incentives included gratitude to customers, leaving a question mark, and inviting users to respond. The statistical results revealed that economic incentives are more likely to encourage users’ emotional engagement, while social incentives in the form of inviting users to react are more significant for encouraging users’ behavioral engagement in terms of leaving comments on posts.

Following too much on Facebook brand page: A concept of brand overload and its validation

As consumers increasingly engage in online brand communities, the demand of brand-related activities (e.g., finding relevant product information and sharing product information) also increases. Consumers may feel overwhelmed by these brand-related activities. To provide an understanding of this phenomenon, we conceptualize it as brand overload and then empirically examine its antecedents and consequences based upon the Stimulus-Organism-Response (SOR) framework in the context of online brand community. Using two rounds of surveys to collect data from 409 American consumers, our results show that consumer-generated content and social interaction quality are the primary drivers of information and social overload. Consumer-generated content quality has a quadratic effect on information overload following an inverted U shape. Social interaction quality also significantly affects social overload following an inverted U-shaped relationship. Information and social overload are both positively related to brand overload, which in turn leads to brand disloyalty as the negative consequence. In addition, to supplement the quantitative study, a qualitative study was used to test and substantiate the proposed research model. With its mixed-method design, our study contributes to the literature by proposing the concept of brand overload and empirically investigating its antecedents and consequences from the SOR perspective. Practically, our study delivers insights for companies on how to use online brand communities strategically and efficiently to avoid negative impacts.

The impact of company-generated posts with crisis-related content on online engagement behavior

During the COVID-19 crisis, social media platforms have been important tools for companies to interact with customers/users. Despite the importance of good communication during a crisis, insights into what kind of crisis-related content companies should publish are rare. This study addresses this research gap by investigating the direct and moderation effects of company-generated posts with crisis-related content on online engagement behavior. It also examines the relationship of specific post attributes with OEB and the moderation effects of post types. A content analysis of 2,600 posts on 20 Facebook brand pages reveals that posts which implicitly address the pandemic directly enhance OEB; posts showcasing company employees, however, decrease OEB. Crisis-related content and certain post types have a moderation effect on OEB. The authors conducted follow-up interviews which confirmed these findings. This study suggests ways that companies can improve their crisis communication to interact with customers/users in a more engaging way.

The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media

In the current era, social media is changing how people interact with each other and their perceptions of branding, marketing, and commerce. Due to the growing concern about the sustainability of the environment and the wellbeing of societies, green marketing and branding are essential to reach these aims. Leveraging the power of brand pages in social media for green branding and impact are critical issues. This study is concerned with information influence, persuasiveness, adoption, and its impact on green page use engagement, especially on social media, such as Facebook. Based on the perspective of the Information Adoption Model (IAM) and Information Acceptance Model (IACM) that integrated theories from information influence and adoption, this study advances by identifying the antecedents of information usefulness and applying information adoption in the context of Facebook brand engagement. A questionnaire survey with 416 valid responses from Facebook fan page users is used. The hypotheses of the proposed model are tested using a structural equation model with AMOS software. The results show that: (1) Information and source credibility are two critical antecedents of information usefulness with different degrees of impact. (2) Information usefulness, brand engagement, and brand loyalty are found to have a significant cause-and-effect relationship. (3) Brand engagement is found to mediate the relationship between information usefulness and brand loyalty. (4) Enhancing information usefulness would improve customers’ brand loyalty to the brand pages. The significant findings of this study could provide insightful information on how to improve the engagement and loyalty of Facebook brand page users to sustain the benefits of green marketing.

The Antecedents of Facebook Brand Page Engagement in Public Relations

Social media has increased the integration of marketing and PR. Consequently, due to this transition, businesses increasingly value customer relations above transactional marketing through social media brand pages communication. However, according to recent research, a practical problem has been identified: despite the significance of social media in marketing and communication, there is a lack of understanding among PR practitioners about how to successfully and strategically communicate via social media. PR practitioners still use social media asymmetrically and as promotional or advertising tools rather than for forming relationships with the public, which creates a lack of engagement. Secondly, a recent empirical study showed that humanise interaction can create customer and brand engagement through social media brand pages. Hence, recent public relations and social media-related research did not focus on humanised interaction influencing people to engage on brands’ social media Facebook pages. Thirdly, consumer brand engagement on social media was researched for several years. Furthermore, recent research conceptualised consumer engagement and brand engagement and called it social media brand engagement. Hence, social media brand engagement does not conceptualise or analyse humanised interaction and two-way symmetrical communication in computer-mediated communication in public relations related literature. Moreover, it is unclear how humanise interaction to create customer engagement through social media brand pages. This study aims to fill the research gap by providing a clear picture of how humanising interaction (as an antecedent) creates brand engagement and how to maintain a two-way communication strategy (as an antecedent) to maintain effective communication and build relationships. To answer these questions, this study conceptualises and develops a research framework where conversational human voice from relational maintenance theory and two-way symmetrical communication from excellence theory are taken as the antecedents of social media brand engagement.

Consumer engagement behaviour over time on fitness tracker Facebook brand pages: effect of post characteristics, message appeals and marketing promotions

Consumer engagement behaviour over time on fitness tracker Facebook brand pages: effect of post characteristics, message appeals and marketing promotions

Promoting dairy products through the web: The case of Pecorino Siciliano PDO during the COVID-19 pandemic.

This study analyses the digital marketing tools that companies producing Pecorino Siciliano with a protected designation of origin (PDO) are implementing on the web through their corporate website and their brand page on Facebook. It aims to verify whether companies are adapting (or not) to new trends in web marketing and e-commerce. The quality of corporate websites was assessed during the COVID-19 pandemic in terms of usability and amount of activity on Facebook brand pages by Pecorino Siciliano PDO-producing companies. Analysed data show that the companies producing Pecorino Siciliano PDO fell short in developing their web-marketing tools, demonstrating their poor adaptation to the new digitalisation trends driven by the COVID-19 pandemic.

Help me if you can: the advantage of farmers’ altruistic message appeal in generating engagement with social media posts during COVID-19

The purpose of this study is to establish which message appeal is more effective in generating consumer engagement with social media posts of small and medium-sized agri-food businesses that promote direct-to-consumer sales during a COVID-19 type crisis. Using quantitative content analysis, 1024 posts from 48 Israeli farmers' Facebook brand pages were categorized into altruistic messages (ethnocentric, toward farmers, toward the environment, and maintaining public health) and egoistic messages (economic, emotional, functional, and hedonic values). The effectiveness of the message appeals was determined by consumer behavioral engagement (comments, shares and likes) with the posts. The results show that farmers used more egotistic arguments (mainly functional and hedonic motives) than altruistic arguments during the three stages of the crisis. However, a one-way ANOVA test revealed that posts with altruistic messages (specifically, altruism toward farmers) or posts that combine altruistic and egoistic motivations equally yielded significantly more consumer behavioral engagement. Practical recommendations regarding agri-food communications in times of crisis are given.

What keeps me engaging? A study of consumers' continuous social media brand engagement practices

PurposeThis study examines some pertinent individual-level factors and consequences of consumers' continuous social media brand engagement (SMBE) practices. Further, this study examines the moderating effect of other-efficacy to deepen the understanding.Design/methodology/approachOnline survey data collected from 785 respondents, through a convenience sampling technique on Facebook, was analyzed through structural equation (SEM) modeling with AMOS 23.0.FindingsThe findings suggest that compatibility with lifestyle, perceived information quality and escapism, which significantly drive consumers' continuous engagement with brands on social media. However, perceived enjoyment does not. Other-efficacy duly moderates consumers' continuous SMBE practices. While continuous SMBE significantly drives consumer-based brand equity (CBBE), continuous SMBE does not have any significant relationship with consumers' subjective well-being (SWB).Research limitations/implicationsThis study reports robust findings on the effects of individual-level factors that drive consumers' continuous SMBE practices. However, the study only focused on Facebook brand pages. This is a limitation for generalizability of results because the research did not take a holistic view of all types of social media.Practical implicationsThe research suggests a need for managers to project their brands and share relevant and stimulating information throughout their continuous SMBE with consumers to build strong consumer–brand relationships. Managers should also engage consumers with interesting social media messages as well as both informative and transformative creative strategies to excite them. This will further give consumers a reason to continuously interact with the brand on social media platforms.Originality/valueThis study is one of the very few works to tease out pertinent factors that drive consumers' continuous SMBE practices. The paper integrates the consumer-level factors and moderating effects of other-efficacy through the lens of Social Cognitive Theory (SCT) and Uses and Gratification Theory (UGT) to make a significant contribution to the SMBE literature.

Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective

There is growing recognition of a linear relationship between customer engagement (CE) and sharing behavior intention (SBI) within firm-hosted online brand communities (OBCs) in social media. This study examines a negative quadratic nonlinear relationship among consumers of OBCs on Facebook brand pages in the United States, in which higher CE levels have a detrimental effect on SBI. Two moderators (perceived OBC interactivity and perceived OBC innovativeness) are considered to mitigate this effect. Hierarchical regression modelling tests a theoretical framework with data from 595 users of OBCs on Facebook. Results confirm a negative quadratic curvilinear relationship between CE and SBI and that perceived OBC innovativeness and perceived OBC interactivity mitigates the curvilinear effect. The results provide insights into the curvilinear effects of CE in firm hosted OBCs. These findings inform the optimization of digital content marketing activities to enhance sharing behaviors amongst actors to maintain a vibrant OBC in social media.

F-commerce and Impulsive Buying: A Mediated-Moderated Study from a Social Commerce Perspective

Purpose: Utilizing Social Impact Theory, this study explores browsing via F-commerce as a source of social interactions and enjoyment while stimulating consumer impulse buying behavior. Moreover, a mediating role of perceived trust and perceived usefulness to enrich the relationship between browsing and impulse buying is studied in two cross national cultures. Finally, a moderating role of serendipitous information and deal proneness is aimed to study the relationships. Method: Using a cross-lagged temporal approach, survey based data is collected from F-commerce users in developing context i.e. Pakistan (N=684). The data is analyzed by means of Structural Equation Modeling (SEM). Findings: The results demonstrate that browsing has positive impact on F-impulse buying as well as on perceived trust and perceived usefulness which in turn influences F-impulse purchase. Moreover, findings confirm the moderating role of deal proneness and serendipitous information in the hypothesized relationships. Implications: Managers in such markets should focus on e-tracking where consumers share and gather information related to their products and services. Placing serendipitous information on Facebook brand pages via brand evangelist might offer additional advantages to F-commerce marketers. By providing different online deals and discounts on products managers may motivate consumers to buy impulsively. Originality: Present study is of equal importance to academia and practitioners within emerging context as this study enriches the F-commerce literature by uncovering new areas, scrutinizes factors that influence F-impulsive purchase and the variations in the impact of these processes across serendipity and deal proneness.

How Relationship Quality Drives Knowledge Sharing on Facebook Brand Pages

Highly interactive social media brand pages depend on knowledge sharing (KS) within the virtual brand community (VBC). Relationship quality (RQ) is important for fostering KS, but research on how this works in the rapidly evolving context of VBC is still somewhat limited. Much RQ research aggregates RQ components into a reflective second order factor, but disaggregating them allows for better assessment of how RQ works. An online survey among Thai users of Facebook brand pages confirms four components of RQ, including trust in providers and users, conflict, satisfaction, and commitment. Trust positively affects satisfaction and commitment. Conflict reduces satisfaction but does not have a direct impact on commitment, likely because the overall level of conflict was not very high. Satisfaction and commitment both have direct effects on KS, but both trust and conflict are fully mediated by these two RQ sub-dimensions.

The synergistic impact between internationalization and supply-and-demand interaction on firm performance: a study of environmental responsibility in social networking service

PurposeThis study aims to investigate the relationship between environmental activities and consumer engagement on firm performance according to supply-and-demand perceptions, and further examines the moderating role of internationalization to demonstrate the effects of environmental activities more comprehensively.Design/methodology/approachThree panel regression models have been used. In total, 510 environmental activities and consumers’ negative engagement collected from the official Facebook brand page are analyzed to examine the study’s models for a period of 13-years (2008–2020). The findings persist when this study compares the estimates resulted from different econometrics methods.FindingsThe study’s results indicate an insignificant effect of environmental activities and consumer engagement on firm performance, respectively, while the interaction effect on firm performance is significant and negative. However, when internationalization plays the moderating role, this study provides new evidence that such negativity impact is no longer effective in the lodging industry as firms expand internationally.Practical implicationsThis study offers strategic insights to managers who are concerned about the detrimental effect of negative consumer engagement that the firm-consumer relationship mitigates the negativity bias in negative engagement. Hotels should actively implement internationalization as a key strategy while practicing environmental activities with integrity.Originality/valueDespite the importance of green management in the social networking service context, little is known about its effect and value on firm performance. This study provides new evidence for the real effectiveness of internationalization by demonstrating its role in the lodging industry.

Linking Customer Motivations to Customer Engagement in Fashion Facebook Brand Pages

This study aims to analyse the effects of customer motivations, namely information motive, entertainment motive, and social interaction motive on different dimensions of customer engagement (cognition, affection, and activation) in the context of Fashion Facebook Brand Pages (FFBPs). The data were collected from a convenience sample of 258 undergraduates in Sri Lanka using a printed and an online questionnaire and they were analysed using SPSS 21.0 and AMOS 21.0. The data analysis revealed that information motive had effects on cognition and affection whilst no effect on activation. In terms of influence of entertainment motive on customer engagement, the study found that entertainment was positively related to cognition and activation. However, there was no effect from entertainment motive to affection in the realm of FFBPs. Interestingly, the results highlighted that the social interaction motive was positively related to all three dimensions of customer engagement. The novelty of this paper is that, according to Uses & Gratifications (U&G) theory, the study develops a conceptual model integrating customer motivations and different components of customer engagement in the context of FFBPs.

Understanding consumer engagement with brand posts on social media: The effects of post linguistic styles

• Analyzing the 15,396 brand posts collected from 104 Facebook brand pages representing 18 industries using text mining. • Examining the effects of three brand post linguistic styles, namely, emotionality, complexity, and informality, on consumer engagement. • Linguistic styles of brand posts impact consumer engagement, but the effects vary regarding the three consumer engagement behaviors (i.e., like, share, comment). • Deepen our understanding of the role that language plays in brand-consumer communications on social media. Creating brand posts that stimulate consumer engagement on social media is both vital and challenging to digital marketers. Despite previous research on this topic, to date, little is known about how the linguistic styles of brand posts influence consumer engagement. Based on the communication accommodation theory, brand anthropomorphism literature, and linguistic research, this paper examined the effects of three brand post linguistic styles, namely, emotionality, complexity, and informality, on consumer engagement. Through analyzing the 15,396 brand posts collected from 104 Facebook pages, we found that the linguistic styles of brand posts can impact consumer engagement, but the effects vary regarding the three consumer engagement behaviors (i.e., like, share, comment). The findings of this paper improve our understanding of the role that language plays in brand-consumer communications on social media as well as provide guidelines for social media marketers on how to design engaging brand posts from the perspective of linguistics.

Transforming the Fan Experience through Livestreaming: A Conceptual Model

The purpose of this case study research was to explore how Queensland Rugby League (QRL) used a Facebook brand page, for the Queensland Maroons, and incorporated livestreaming throughout the 2017–2018 State of Origin seasons. Specifically, this study sought to understand managerial perspectives regarding interactive advertising within digital sports marketing strategy encompassing livestreaming and the extent to which it may impact fan engagement. This research utilized a multimethod case study approach involving a content analysis of Facebook, complemented by two semistructured interviews with the organization’s digital staff. The findings revealed livestreaming can be an engaging proposition when it provides exclusive content that allows fans to experience authentic insights into the rituals and traditions of their favorite sports team and athletes in real time. Furthermore, three unique management livestreaming experiences were identified: planning, organization, and delivery (POD). As a response, a conceptual POD model has been created that reevaluates the opportunities for fan engagement adapted from previous research findings (Haimson and Tang 2017; Naraine and Karg 2019). This model is important for sports organizations when considering livestreaming, as there may be unique opportunities to focus on interactive advertising and, thus, to develop awareness and the fan-to-fan and fan-to-athlete/sports organization/team relationship.

The role of customer engagement in cultivating relationships with automotive Facebook brand pages

PurposeThe study aims to provide a theoretical framework of how information, entertainment and social interaction value associated with automotive Facebook brand pages (FBPs) in Sri Lanka influence customer engagement behaviors (CEBs), and further, how CEB is likely to result in FBP-specific relationship outcomes.Design/methodology/approachA printed questionnaire was used to collect the data from a convenience sample of 374 undergraduate Facebook users in Sri Lanka, and data were analyzed using structural equation modeling (SEM) with AMOS 21.0.FindingsThe findings highlighted that information, entertainment and social interaction value positively influenced CEBs in automotive FBPs in Sri Lanka. Moreover, results showed that CEB had a positive influence on FBP trust, FBP commitment and FBP loyalty. Additionally, information value was found to positively influence FBP loyalty, while social interaction value had a positive influence on FBP trust and FBP commitment.Originality/valueThe study proposes a framework for relationship building in automotive FBPs by integrating values that drive CEBs and the FBP-specific relationship outcomes of CEBs. As such, the novelty of this paper is that it focuses on building customer relationships with the FBP, instead of the brand in the context of automotive FBPs in a developing country, Sri Lanka. Further, this study proposes some additional linkages between the constructs apart from testing the antecedents and FBP-specific relationship outcomes of CEBs.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0352

Exploring Type of Strategies Used by Global Brands to Engage the Saudi Consumers More in Brands’ Facebook Pages in Saudi Arabia in Terms of “Like, Share and Comment”

This study aims to examine how local and global brands use their Facebook brand pages in Saudi Arabia. Building on prior research on globalization and localization, cultural value, and branding, and with a specific interest on culture value congruence, this study was designed to explore the question: What type of standardization/localization strategies used by global brands engage the Saudi consumer more in brand Facebook pages in Saudi Arabia in terms of like, share, and comment2 To identify social media content strategies used by local and global brands and consumer interaction using the Facebook metrics, a content analysis was conducted of brand pages on Facebook. The data for this study were obtained from 40 official brand Facebook pages in Saudi Arabia. Arising from the random selection of 10 posts dated in March of 2015 from each of the brand’s Facebook pages, 400 posts were collected and analyzed. Results of the study provided insights into both brand and consumer activity, highlighting increases in consumer interactions with price/value information, performance information, and Saudi/Arab cultural cues related to Islamic values, family cultural values, females, and English language use. Social media remains risky for marketers and global marketers are still discovering the best ways to utilize social media to communicate with their diverse target audience. The results support careful consideration of the cultural values of the audience when developing the global social media marketing strategy.