Fan Pages Research Articles

Formation path of customer engagement in virtual brand community based on back propagation neural network algorithm

The formation path of customer engagement in a virtual brand community (VBC) with customer engagement, which explores the customers' non-transactional behaviours, has become increasingly popular in the marketing field. In this study, we introduced an approach that integrates structural equation modelling and back propagation artificial neural network to identify the motivating factors (e.g., interactivity, information quality, and convenience) that influence the perceived information and social values of a VBC and customer engagement. The results show that when perceived value plays a mediating role in the influence of interactivity and information quality on customer engagement, interactivity is associated positively with customer engagement in the VBC. This study aims to provide meaningful insights into companies' utilisation of brand fan pages.

Modelling the impact of activity in brand communities on loyalty

By using the consumer centric model, this paper is attempting to find how social media based brand communities affect customers' loyalty. The statistical society of this research includes all of the followers of the fan page of a commercial bank on Instagram. The data is analysed using structural equation modelling. The findings revealed that markers of brand community and the customer relationship with the product, brand, and other customers have an impact on brand commitment. It was also found that higher degrees of brand commitment lead to higher degrees of brand loyalty. The findings of this study can help marketing managers to have a better understanding of the factors that can directly or indirectly affect brand commitment and brand loyalty in social media based brand communities. This is the first study that considers both the consumer centric model and the markers of brand community in order to identify different factors that affect brand commitment and brand loyalty in social media based brand communities.

MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek

Social media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page. Data collected through observation of six (6) international top brands on the Facebook fan page. Data were analyzed using logit regression method. The results show that post time, post content, and brand interaction have significant effects on brand popularity. The managerial implication, it is crucial to highlight that Facebook is a useful platform on brand popularity building. Our discussion section shows some suggested in managing the brand based on our results.

Mining Social Networking Sites: A Specific area of Facebook

Now a days facebook is the specific social network site for communicating more people, to develop learning process & research area. Although mining and analysis are needed area of social network so, we are showing useful part in this paper that are related to communication with people, collection of data and uses of social network’s tool and techniques .During our research work we found several tools are available for collecting data and analyzing fan pages. For the purpose of our research work, we used social network site such as Facebook, in this platform we created one page related to blog who did the panacea for us. In this research paper we have applied online social media network for extracting data. Uniform node detection has used for finding common properties among audience as well as Regular equivalence nodes are using for calculating uniformity. Effective user detection, Graph structure, sampling framework are an efficient way that are explained in our paper. Breadth first search & Uniform are best approaches that has used .Graph API has major role to collect data and for the purpose of analyzing data, we used Facebook crawling process. Whenever for growing audience and know about audience information , we have explained about Facebook Insight, Like Alyzer , Sociograph , Agorapulse, Quintly , Brandwatch, So Trender , Brand 24 , Social Bakers, Rival IQ, Unmetric etc. that are more appropriate and accurate tools .

KENYAMANAN DAN KEPERCAYAAN KONSUMEN BLIBLI.COM BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN ONLINE

Purpose - The purpose of this paper was to be found out the influence of shopping enjoyment and consumer trust towards online purchase decision on member of Fan page Facebook Blibli.comDesign/methodology/approach – This type of research used are descriptive, verifikatif. The method used was explanatory survey with simple random sampling techniques and sample number of 165 respondents. Data analysis technique used is a path with equal tools computer software SPSS 22.Findings – shopping enjoyment and consumer trust has influenced on purchase decisions online simultaneously and partially.Originality/value - The paper provides a basis to understand the issues of purchasing decisions on member of fan page facebook Blibli.com. The difference of this study with earlier research on objects that are the variable used supporting the theory as well as the different references used by previous researchers. Keywords:Shopping Enjoyment, Consumer Trust, Purchase Decision, Purchase Decision Online Article Type: Research Paper

Conversação eleitoral em democracias monitoradas: uma tipologia para análise de comentários em redes sociais on-line

O artigo discorre sobre como a abundância comunicativa potencializada pelos espaços on-line afeta a organização das conversações democráticas contemporâneas. Discute-se como os mo- nitores sociais geram fluxos de comunicação próprios, especialmente nas redes sociais on-line, direcionados a instituições e atores políticos. Analisa-se o comportamento do debate on-line sobre as eleições de 2014 no Brasil a partir de 610 mil comentários feitos às fanpages no Facebook da Folha de S. Paulo, do Estadão e de O Globo. A pergunta de pesquisa respondida é: os comenta- dores dos três jornais apresentam comportamentos similares ou distintos? Além disso, propõe-se uma tipologia para classificar os comentários. Entre os resultados obtidos, tem-se que o volume de ruído no debate eleitoral digital é superior aos comentários temáticos.

Social and semantic network analysis of Facebook pages: the case of Brexit and Bremain leaders

This paper aims to probe how leaders of Brexit (Nigel Farage) and Bremain (David Cameron) camps communicated with the UK public via Facebook fan pages. This study employed two different types of data analysis (social network analysis and semantic network analysis) for exploring the structure and the contents of information diffusion process. These analyses yielded the opposite results. For social network analysis, Bremain Camp showed a preponderance regarding the numbers of commentators, their relationships and network distance. Conversely, for the semantic network analysis, the results suggested that Brexit-related framings were salient in both leaders’ Facebook fan pages. In other words, even though these two leaders have different perspectives and opinions to the Brexit, both Facebook fan pages eventually promoted Brexit campaigns to their followers. In addition, this study was able to find out Brexiters strategically approached and effectively persuaded a substantial pool of Bremainers.

Connected Sahrawi refugee diaspora in Spain: Gender, social media and digital transnational gossip

While there is increasing scholarly attention given to the impact of digital technologies on forced migration, the points of view and situated experiences of refugees living in the diaspora are understudied. This article addresses Sahrawis refugee diasporas, which have close ties with the Sahrawi political cause. Resulting from the unresolved Western Sahara conflict, Sahrawi forced migrants are at the eye of one of the world’s most protracted refugee situations. While most Sahrawis live in refugee camps in Algeria, some Sahrawis have managed to travel onwards. Social media allows those living elsewhere to maintain connections with contacts living in their original refugee camp. However, Facebook has become a complex environment, particularly for Sahrawi women. Gendered mechanisms of control, such as digital transnational gossip, result in a paradoxical politics of belonging: these women simultaneously desire to keep in touch but do not want to become a subject of gossip. From narratives of Sahrawi young women based in Spain gathered through interviews between 2016 and 2018, as well as a specific Facebook campaign and fan page, the focus is on strategies Sahrawi women develop to avoid and confront digital transnational gossip.

Fear and Derision: A Quantitative Content Analysis of Provaccine and Antivaccine Internet Memes.

The purpose of the study was to examine the characteristics of Internet memes created and disseminated by proponents and opponents of vaccinations. A quantitative content analysis was performed on 234 pro- and antivaccine memes culled from the vaccination fan pages with the greatest number of followers on Facebook. Coding variables included whether the meme was pro- or antivaccine, percentage of factually incorrect claims, mention of the out-group, persuasive appeals (emotion, fear, and rationality), degree of sarcasm, and number of reactions and shares. The most prevalent themes concerned vaccine-preventable diseases, vaccine injury/safety/autism, and conspiracy theories. Independent t tests indicated that provaccination memes were more likely to use sarcasm whereas antivaccination memes were more likely to contain emotion and fear appeals and inaccurate claims. The percentage veracity of the claims in each meme was fact-checked using authoritative scientific sources. A path analysis applying structural equation modeling revealed that memes containing characteristics that were antivaccine (vs. provaccine), appealed to emotion, and appealed to rationality significantly contributed to greater likelihood of social media reactions and shares. Additional analysis determined that both pro- and antivaccination memes tended to contain more gist than verbatim information, and both groups did not significantly differ on this gist-to-verbatim variable. Findings offer insights to understand the persuasion tactics that provaccine and antivaccine groups apply in memes to persuade others via social media. Understanding these techniques will enable the development of health communication strategies to combat false and damaging vaccine information disseminated on the Internet.

Building Brand Loyalty through a Facebook Fan Page in the Hotel Industry: Exploring the Moderating Role of Gender

Building Brand Loyalty through a Facebook Fan Page in the Hotel Industry: Exploring the Moderating Role of Gender

Fans vs. critics: Challenging critical authority through memes

This article explores how fans of the DC Extended Universe (DCEU) film franchise challenge the authority of film critics regarding their negative appraisal of comic book film Batman V. Superman: Dawn of Justice (Snyder, 2016). Observing memes shared in Facebook fan pages, I argue that fans construct their own authority by defining themselves against critics via questioning critics’ taste, constructing critics as villains, and enacting their own sophisticated cultural capital. My research shows how fans use Internet memes to control the discussion and validation of their object of fandom amongst fans on social media. Observing the year following the film’s release, this study analyses memes via a visual rhetoric and modal analysis. While comic-book movie fandom has previously been academically explored, this subset of fans remains under-analysed. What is at stake for DCEU fans is the respect of popular culture, social media and fandom at large, their status impacted by the film’s critical failure.

How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones

This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.

Examining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysis

The objective of the current study was to examine the influence of electronic word-of-mouth (eWOM) credibility on consumers' purchase intention with trust in seller and brand image as mediators. The proposed model was tested in the context of brand fan pages of Amazon on Facebook. The data were obtained from 393 customers present on Facebook fan pages of Amazon. The data were analyzed using structural equation modeling (SEM), which indicated a positive relationship between eWOM and purchase intentions. Both trust in seller and brand image partially mediated this relationship. While the study contributes to the theories of eWOM, trust, and consumer behaviour, its findings have significant implications for managers of e-commerce websites who may seek empirical evidence while developing new methods of disseminating product information through SNSs.

The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine

The purpose of this study is twofold: Firstly, to assess the impact of customer online brand experience (COBE) with online banking on customer's intention to forward online company-generated content (CGC). Secondly, to explore the role of online brand community engagement (OBCE) and the perceived trust of brand community page (BCP) as mediating variables between COBE and the intention to forward online CGC. This research conducted an online survey among various Islamic bank customers in Palestine who were members of online brand communities (fan pages) on Facebook. 375 valid responses were collected and results revealed that COBE exerts a dual influence on intention to forward CGC. This study is a pioneering empirical research on the role of OBCE in customers' intention to forward online CGC within the fast-growing Islamic banking industry. This study contributes to fill this research gap by assessing the effect of COBE on OBCE and intention to forward online CGC within the context of the Islamic online banking sector in Palestine. In this sense, this study is a first-of-its-kind research on the role of experience on customer engagement with regard to online brand communities of Islamic banks.

Do Similar Brands ‘Like’ Each Other? An Investigation of Homophily Among Brands’ Social Networks on Facebook

The advent of internet and communication technologies enabled marketers of brands to have more ways to communicate with their audience; one of which is connecting with other brands. One of the most popular outlets that allows brands to connect with other brands online is Facebook. Brands on Facebook can establish an official fan page where they can interact with their fans as well as network with other brands’ official Facebook pages through “liking” them. This paper seeks to investigate the “liking” behavior among local and global brands (brand to brand) on Facebook in Saudi Arabia and whether these brands’ “liking” network is based on homophilous relationships. The results showed that both status (e.g., geography and gender), and value (e.g., family ties and religion) homophilous relationships are in play. However, value homophily was a strong factor in brands’ network in Saudi Arabia for some brands in the absence of status homophily network. Although status homophily in general played a role, geographical proximity was not a strong factor compared to previous reports on social network analysis. The data for this study were obtained from 40 brands marketed in Saudi Arabia. Using Netvizz and Gephi, network structures were mapped to explore the relationships among the brand’s’ Facebook pages.

Selling on Social Media? The Impact of Introducing A Shop Section on Social Media Fan Pages on Customer Behaviors

While marketing on social media fan pages has received widespread attention from both the academia and industries, few studies have investigated a novel practice of adding a showroom section (i.e. a section that provides a catalog of all products for sale) on fan pages. The impact of showrooms on product sales has been investigated in the online and offline context, but the different customer base and expectations on social media makes it unclear how a showroom section on fan pages may influence customer behavior. In this study, we open the black box by empirically examining how a showroom section on social media fan pages influences customers’ decision to engage with, purchase from, and unfollow retailers. Using data from a traditional fashion retailer which mainly operates offline, we found that adding a showroom section on fan pages has both positive and negative consequences: while it benefits the retailer by increasing customer engagement and purchases, it also makes the retailer’s followers more likely to unfollow its fan page on social media. We further find that such impact is moderated by customer privacy sensitivity. Specifically, the positive (negative) impact is significantly greater (smaller) for customers who are willing to disclose their demographic information to the retailer on social media. We also conduct additional mechanism-level analysis to investigate the dynamics between customer engagement and purchase behavior. Results suggest that customer adoption of the fan page showroom can increase their purchases both directly and indirectly through facilitating users’ engagement with the fan page and customer privacy sensitivity negatively moderates the mediation effect of user engagement on purchase behavior. Our results have implications for both theory and practice: a showroom section on social media fan pages is not a risk-free way to facilitate sales, and retailers should carefully consider the potential negative implications when showrooming products on their fan pages, especially if their customers are sensitive to privacy issues.

Evaluating marketer generated content popularity on brand fan pages – A multilevel modelling approach

Facebook fan page of brands acts as a potential brand promotion platform, and it is critical for marketers to understand the subtleties of the users’ interaction. The study examines the effect of marketer generated content—content type and media type—and the associated user sentiments on user interaction using sentiment mining technique and multi-level modelling. For this study, approximately 3000 marketer content and 26 million user impressions taken from the Facebook brand pages of the top 25 mobile phone brands of India were analyzed. The analysis reveals that the comments expressing user sentiments positively and recursively influence the likes and shares related to the marketers’ content. Entertainment, remuneration, and information based content garnered maximum likes, comments, and shares, respectively. The influence of media type on user interaction had a varied effect. The findings will facilitate the marketers of mobile phones in formulating an effective Facebook content strategy.

Examining The Validity and Reliability of Online Visitor Behavior in Indonesia’s Museum Industry

The purpose of this study is to test the validity and reliability of user motivation, user expectation, the Facebook Fan Page usage experience, and intention to use a museum’s Facebook Fan Page. Most museum managers in Indonesia have used Facebook as a medium for promotion and education, but no research has been done to observe the impact of this implementation. This study applied descriptive statistical analysis (descriptive statistics) and confirmatory factor analysis using AMOS. The sample comprised 270 respondents. The questionnaire was developed and distributed through museum or cultural Facebook groups. This paper analyzed respondent demographics and the validity and reliability of user motivation, user expectation, the Facebook Fan Page usage experience, and the intention to use a museum’s Facebook Fan Page.

Critical Discourse Analysis: Ideological Supremacy of Durex Adverts on Facebook Fan Page Kenya

The paper explores ideological supremacy of durex adverts on Facebook fan page Kenya by unpacking the dominant themes in the adverts. Sex education and safe sex advertising remain a global challenge due to its sensitivity and biases derived from attitudes and values that are either personal or related to religion and traditions. Some societies openly discuss taboo topics such as sex, sexual orientations and sexual practices while others are uneasy about doing so. This is a challenge to condoms promoters who use online means to reach people of different cultures worldwide. This study, therefore, critically analyzed Durex adverts in their Facebook fan page Kenya. The study uses Critical Discourse Analysis (CDA) specifically Norman Fairclough’s 3 -D model and Kress and van Leeuwen’s Grammar of Visual Design. The research designs used was both quantitative and descriptive. Data was collected through making an online observation, retrieving and electronically storing. Purposive sampling procedure was used to arrive at 150 adverts (visuals and written) were downloaded from the Durex Facebook fan page Kenya for analysis. The findings showed that the most dominant theme was pleasure derived from using Durex condoms. Rational appeal was most dominant, and various metaphors were used in Durex adverts to ideologically construct super Durex using various discourses to avoid discussing matters of sex openly. This research will add knowledge to the field of Critical Discourse Analysis, especially in health communication and taboo topics.