2007),"The value of different customer satisfaction and loyalty metrics in predicting customer retention, recommendation, and share-of-wallet"Access to this document was granted through an Emerald subscription provided by INDIANA UNIVERSITY MEDICAL For Authors:If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comWith over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to investigate the effect of fan pages on the customer-brand relationship and what motivates users to participate. Design/methodology/approach -For this a framework was developed based on classical concepts of use and gratification theory, customer engagement, and involvement theory. The model is tested using a multi-step approach of qualitative and quantitative methods. Findings -The paper can show a significant influence from online service usage behavior on the fan page on the customer-brand relationship. Furthermore, the paper identifies different values such as functional and hedonic content as drivers of fan-page participation.Research limitations/implications -The results are limited by the used data set, which is not representative for all industries and is cross-sectional. Further research could build up a database over a longitudinal time frame in different industries. The results are interesting for theory and practice. They confirm the positive effect of integration and engagement in general and show that fan pages are more than just tools to connect brand fans. They are also instruments for gaining new fans. Originality/value -The present study is the first study that not only shows the effect of fan pages on customer behavior, but also analyses the motives for participation and the crucial constructs to manage them successfully.

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