Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Abstract

Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers’ engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers’ passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism.

What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z

“…They participate in an online community to share their values. They seek to portray their own image, impress their friends with their product or service knowledge and are particularly interested in how other group members will react (Rungruangjit et al , 2023). They do not have a strong brand loyalty and just shop for things that fit with their personalities and way of life.…”

Development and Clinical Efficacy Evaluation of Facial Toner Containing Houttuynia cordata Thunb

“…The five-point rating scale ranged from 1 (strongly dissatisfied) to 5 (strongly satisfied). The developed products' preference was also compared to the commercial product in the blinded experiment [30]. Product preference test: The volunteers tested products that contained HCE (F1) and did not contain HCE (F2), and the third was a commercial product (F3).…”

How to Create Brand Evangelists: A Conceptual Framework

“…When a consumer with high brand trust becomes a brand evangelist, they can influence others in their social circle to believe in the Apple brand and its products. Positive reviews from friends or family who have had positive experiences with Apple products increase their trust in the brand (Becerra & Badrinarayanan, 2013;Djamaludin & Fahira, 2023;Rungruangjit et al, 2023,). Brand evangelists often provide additional support to brands, such as promoting products on social media, participating in brand communities, and sharing the latest news about products and innovations.…”

“…Trust plays a pivotal role in driving loyalty as it fosters highly valued associations, thereby solidifying the bond between consumers and the brand. In this perspective, the development of brand trust is based on consumers' continuous learning and experience with the brand, which is influenced by previous interactions and past experiences, shaping not only repeat purchases but also consumers' attitudes towards the brand (Anggraini, 2018;Becerra & Badrinarayanan, 2013;Delgado-Ballester, 2004;Garbarino & Johnson, 1999;Mvondo et al, 2022;Rungruangjit et al, 2023). For example, consumers who view Apple products as innovative and high-end are more likely to believe that any new products launched by Apple will maintain the same standards of quality and innovation.…”

“…Consumers' emotional relationships with them can also be formed from distinctive brand characteristics and symbols (Berry, 2000;Tong et al, 2018) as these can provide the potential for customer social recognition, expression, and the need for consumer status (Orth & De Marchi, 2007) because it can provide the potential of customer social recognition, expression, and the need for consumer status (Orth & De Marchi, 2007). Relationship benefits, including increased self-confidence, special treatment, and social benefits, are sought by customers in addition to financial benefits (Liao et al, 2023;Rungruangjit et al, 2023). Vigneron & Johnson (2004) state that symbolism value consists of consumer perceptions, signaling prestige, social expression, intrinsic value, unique, and hedonic values.…”