Consumer behavior on Facebook

Ho, Ching‐Wei

doi:10.1108/emjb-12-2013-0057

Cited by 60 publications

(33 citation statements)

References 63 publications

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“…In line with previous studies using PLS (Ho, 2014(Ho, , 2015Kim, Fan, Chang, & Park, 2016;Klarner, Sarstedt, Hoeck, & Ringle, 2013) we established the reliability and the convergent validity as well as discriminant validity. Table 1 provides information on the reliability and convergent validity.…”

Section: Measurement Modelsupporting

confidence: 61%

Role of social media community in strengthening trust and loyalty for a university

Nevzat

Amca

Tanova

et al. 2016

Computers in Human Behavior

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As the increasing internationalization of higher education creates competition among the universities, many institutions are making use of social media communities to attract and retain students. We surveyed 215 users of the Eastern Mediterranean University (EMU) Facebook page to investigate how it influences their identification with the university community and the university brand. We further investigate how this identification influences the trust and loyalty to the institution and leads to positive behaviors such as promoting the university to their peers as an active member of the university community. Our results show that the perceived strength of the Facebook community is related to the identification with the university community and the university brand which in turn are related to trust and loyalty. Higher loyalty is linked to citizenship behaviors such as increased contribution to the educational process labeled in-role behaviors and providing positive word of mouth about the university labeled extra-role behaviors. With the challenges of a diverse and global student body which is expected to continue increasing, universities can benefit from use of social media in developing identity, loyalty and trust.

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Section: Measurement Modelsupporting

confidence: 61%

Role of social media community in strengthening trust and loyalty for a university

Nevzat

Amca

Tanova

et al. 2016

Computers in Human Behavior

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“…Among the various social media platforms, Facebook is the platform that has been widely adopted by brands and companies (Ho, 2014). 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 Facebook is the most popular social media platform worldwide (Pereira et al, 2014) boasting 1.23 billion active monthly users (Facebook, 2014, cited in Ballings, andVan den Poel, 2015).…”

Section: User Generated Content and Customer Empowermentmentioning

confidence: 99%

Facebook: a blessing or a curse for grocery stores?

Peeroo

Samy

Jones

2017

IJRDM

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Purpose Increasingly businesses are using Facebook to communicate and engage their customers. However, there is a dearth of research as to why and how customers interact with businesses on social media in the grocery sector. Therefore, the purpose of this paper is to explore the roles played by online brand communities and social customers in the creation as well as the destruction of value. Design/methodology/approach Netnography was adopted as an approach to gain insight into the various ways customers engage with grocery stores on their official Facebook pages. Messages posted on Tesco’s and Wal Mart’s Facebook pages are thematically analysed and critical discussion is linked back to the extant contemporary debate on social media. Findings This study shows that customers respond to company posts for the following reasons: to communicate with the stores, to converse with other customers, to express their emotions, to share their experiences as employees of the stores with customers and to share their positive or negative actions with members of the online communities. Research limitations/implications This study further highlights the role of social media in the co-creation and co-destruction of customer, consumer and supermarket value and builds contemporary theory and informs practice. Practical implications Retailers should use social media to enrich the customer experience by encouraging customer engagement, co-creation of value and responding efficiently to customer needs in real time. Originality/value This paper contributes to knowledge by uncovering the various ways customers react with the business. The social customer is both a curse and a blessing to Tesco and Walmart as they can create or destroy value for the business.

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“…Consumers are able to communicate with companies via Facebook for different purposes. Sometimes, they look for information about products and brands, including opinions from other users of Facebook (Ho, 2014;Kucukemiroglu & Kara, 2015;Davies, Musango, & Brent, 2016). In other situations they themselves give opinions about the products they have bought.…”

Section: Introductionmentioning

confidence: 99%

“…What is more, individual customers very often share also their negative experiences about brands and in a matter of seconds such information can reach millions of consumers around the world (Bachleda & Berrada-Fathi, 2016;Wijaya, 2017). This can negatively influence the reputation and credibility of a given product to a significant degree (Ho, 2014;Floreddu & Cabiddu, 2016;Rochlin, 2017).…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison

Bartosik‐Purgat

2019

EBER

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A B S T R A C T Objective:The main objective of this article is to identify social media (SM) usage in communication between individual consumers and producers in different countries. The considerations in the article are focused on consumers' perspective. Research Design & Methods:The article takes a deductive approach and the aim is to answer two research questions: For what purpose do consumers communicate with companies via SM? Does the frequency of using the most popular SM in the researched countries influence the range of using them in marketing communication? Three research techniques were used in the exploratory empirical study: FGI (pilot study), PAPI and CAWI (main study). The analysis is based on both literature studies and empirical data, collected in several countries (China, Poland, Turkey, the United States). Findings: Results of the exploratory study showed that consumers from the researched countries communicate via SM with producers for different purposes. Some of them look for discounts and information about a product or brand, whilst others also take into account adverts presented by companies on SM, as well as information about company events. Implications & Recommendations: As a result, the findings can be utilised by numerous different groups of stakeholders (such as companies and institutions), in particular companies using SM for marketing communication in foreign markets. The results showed the way of using social media by consumers and that is why they can be advice for producers how to use them in the communication with their customers. Contribution & Value Added: The content of the article is significant, up to date, and original due to the fact that it focuses on current marketing communication issues. Article type:research article

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Consumer behavior on Facebook

Cited by 60 publications

References 63 publications

Role of social media community in strengthening trust and loyalty for a university

Role of social media community in strengthening trust and loyalty for a university

Facebook: a blessing or a curse for grocery stores?

Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison

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