Corporate Facebook and Customer Brand Engagement in Kuwait

Bagnied, Mohsen; Speece, Mark; Pongpaew, Wimmala

doi:10.15444/gmc2016.09.03.01

Cited by 1 publication

(1 citation statement)

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“…With respect to social commerce research, Lu et al (2016) argued that enhanced SP increases purchase intentions via the establishment of trustworthy online exchange-related relationships. Furthermore, customers' perceptions of SP impact customer engagement in addition to brand trust in their brand page study (Bagnied et al, 2016). Similarly, Algharabat et al (2018) claimed that SP and involvement foster CBR (word-of-mouth and willingness to donate) in the context of non-profit organizations' FB pages.…”

Section: Hypotheses Development and The Proposed Frameworkmentioning

confidence: 98%

When do customers engage in brand pages? Effects of social presence

Song

Moon

Kim

2019

IJCHM

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Purpose Drawing upon the social presence theory, this paper aims to propose three social presence variables in the brand page context (the brand page as a medium, the presence of other customers and interaction with the brand page manager) and to test their effects on customer engagement behavior (CEB) and customer-brand identification (CBI). Design/methodology/approach A total of 340 responses were collected via an online research platform and analyzed using structural equation modeling analysis. Findings The results revealed that both the social presence of the brand page and the interaction with the brand page manager are positively associated with CEB, whereas that of other customers negatively influences CEB, which in turn, positively affects CBI. Research limitations/implications This paper presents the underlying process of driving customers’ engagement activities and building psychological closeness between customers and brands by applying social presence theory and social identity theory to Facebook brand pages. Practical implications To enhance customers’ experiences on Facebook brand pages, practitioners should visualize brand page managers through diverse types of postings. Brand page managers need to balance the presence of others, as well as bring a sense of human-likeness on the pages using storytelling strategies. Originality/value This research sheds light on the human side of a non-human world. The results suggest that the sense of a human presence in virtual brand communities is essential to engage customers with online activities toward brands while also building a closer customer–brand relationship.

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Section: Hypotheses Development and The Proposed Frameworkmentioning

confidence: 98%