Customer–brand engagement and Facebook fan-page “Like”-intention

Abstract

Purpose The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”. Design/methodology/approach In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling. Findings The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust. Originality/value Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations

“…Dwivedi et al (2016) assert that spreading positive electronic word of mouth is one of the significant consequences of CBE. Halaszovich and Nel (2017) posit the positive relationship between CBE dimensions (affection and activation) and word of mouth. In the current study, consumers' liking of a non-profit organization Facebook page reflects their brand engagement (Phua and Ahn, 2016).…”

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

“…The CBBE theory conceptualized by Keller (2001) referred to the same "emotional response" of customers as feelings that may be intensive, mild, negative and positive emotions. In fact, brand affect is a comprehensive construct that represents brand love (Albert & Merunka, 2013), brand passion (Füller, Matzler, & Hoppe, 2008), emotions (Lin & Lee, 2012) and affection (Halaszovich & Nel, 2017). Similar to the definition of brand affect by Chaudhuri and Holbrook (2001), feelings were explained as "emotional response of customers" by Keller (2013) and was argued to function as an essential factor that leads to brand engagement.…”

Students’ Motivation to Participate via Mobile Technology in the Classroom: A Uses and Gratifications Approach

“…Users of social media websites have been motivated by convenience, relationship formation, entertainment, self-expression, communication, and information seeking (Florenthal, 2015a). As such, entertainment and information seeking (informativeness) are the two most common motives seen in the U&G literature (Halaszovich & Nel, 2017;Logan, 2013). Nevertheless, for each communication tool, additional, more specific motives were identified.…”

“…Although U&G allows for a subjective account of diverse inventory of motives, robust quantitative models have emerged to supplement the qualitative approach. One such model was developed by Ducoffe (1996) to assess Internetbased advertisements and has been adopted by numerous researchers (Florenthal, 2016;Florenthal et al, 2012;Halaszovich & Nel, 2017). It relates the three motives of informativeness, entertainment, and irritation to perceived advertising value and attitude toward the advertisement (Figure 1).…”