Building brand loyalty and endorsement with brand pages: integration of the lens of affordance and customer-dominant logic

Abstract

PurposeNumerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce.Design/methodology/approachThe study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer.FindingsData collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement.Originality/valueThe study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement.

A techno-psychological approach to understanding problematic use of short-form video applications: The role of flow

“…The positive associations between three affordances and flow and the association between flow and problematic SVA use suggest a mediation model, in which flow mediates the relationship between three affordances and problematic SVA use, respectively. The mediating paths are in line with the S-O-R framework (Mehrabia and Russell, 1974;Fang et al, 2021;Tuncer, 2021), which assumes that certain affordances of a digital technology (e.g., recommendation algorithm, multimodality, and low-cost interaction) influence users' experiences in using this technology (e.g., flow), which in turn affects users' subsequent behaviors (e.g., problematic SVA use). Thus, we posit a set of hypotheses to test the mediating role of flow between three affordances and problematic SVA use: H5: Flow mediates the relationship between recommendation algorithm (H5.1), multimodality (H5.2), low-cost interaction (H5.3) and problematic SVA use, respectively.…”

“…Flow represents an immersive and optimal experience in which an individual gets fully absorbed in an activity and feels heightened enjoyment, curiosity, and little distinction between self and the environment (Csikszentmihalyi, 1990). According to the S-O-R framework in the digital environment (Fang et al, 2017(Fang et al, , 2021Tuncer, 2021), it is the setting and design of a technology that induces users' experience with the technology (Ghazali et al, 2018). Likewise, we assume that the technological affordances of SVAs are the antecedents that trigger users' flow experience.…”

“…Given that the technological features of SVAs play an important role in the development of problematic SVA use (Zhang et al, 2019 ), this study focuses on the technological antecedents of flow. Drawing on the stimulus-organism-response framework (Fang et al, 2017 , 2021 ; Tuncer, 2021 ), we examine how three technological affordances of SVAs, namely, recommendation algorithm, multimodality, and low-cost interaction afford users' experience of flow, which in turn, contribute to their problematic use of SVAs. By testing the mediating role of flow between three affordances and problematic SVA use, we propose a techno-psychological approach to understand the problematic use of SVAs.…”

Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA

“…Repeated high-quality interactions help to alleviate interpersonal uncertainty and provide the foundation for attachment fortification between influencers and consumers (Aw and Labrecque, 2020;Jun and Yi, 2020;Thomson, 2006;Yuan and Lou, 2020). A handful of studies on consumer-brand relationships indirectly support this view by evidencing high interactivity in brand-consumers communication on social media as a driver to heightened relationship quality (Fang et al, 2021;Labrecque, 2014). Chung and Cho (2017) found that communicating directly with a celebrity through social media engenders a sense of personally knowing the celebrity.…”

Brand loyalty in online brand communities in Malaysia: A Uses and Gratifications perspective

“…As the users spend more time on social network, this indicates more engaging activities when browsing and more likely to be interested in the brand's content (Chen & Tsai, 2020). As such, many brands and businesses have set up their own official brand/business page on social networking sites and utilise them as a platform connecting with potential and existing consumers (Jayasingh & Venkatesh, 2015;Fang, Li, & Bhatti, 2020).…”