Driving Consumers to Become Fans of Brand Pages: A Theoretical Framework

Muk, Alexander; Chung, Christina

doi:10.1080/15252019.2014.880828

Cited by 31 publications

(21 citation statements)

References 25 publications

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“…These findings are consistent with the prior extended SNS literature (Al-Debei et al, 2013;Al-Ghaith, 2016;Cheung & Lee, 2010;Ku et al, 2013;Mouakket, 2015;Qin et al, 2016). Furthermore, the results are also consistent with the findings of the existing literature, suggesting that young people (e.g., adolescents) are dependent on the approval and opinion of important others for making their decisions (Baker & White, 2010;Muk & Chung, 2014). These findings further confirm that the influence of family, friends, peers, and external influencers (e.g., media and commercials) has a significant influence on the continuation intentions to click on the Facebook "like.…”

Section: Discussionsupporting

confidence: 91%

Rationale for “Liking” on Social Networking Sites

Dhir

Khalil

Kaur

et al. 2018

Social Science Computer Review

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The “ like” feature is popularly utilized by online social media users for different reasons including socializing, giving feedback and giving or seeking attention as well as for pure affection. The “ like” function is a gamified element of social networking sites used billions of times per day. Despite its widespread use in the social media space, little is known about the different factors that influence Facebook users’ “ like” continuation intention or the game mechanics of “ like.” To address this relevant issue, a cross-sectional survey was administered with 728 adolescent Facebook users (12–18 years old). This study utilized the theory of planned behavior to investigate the role of attitude (hedonic motivation, reciprocal benefit, and social presence), subjective norms (primary influence and secondary influence), and perceived behavioral control (self-efficacy and habit) in influencing the continuation intention of “ like” as well as the influence of self-efficacy and habit on the game mechanics of “ like.” This investigation addresses the urgent need to understand better the postadoption issues as well as the intentions to use specific features of social media. The results suggest that social presence, primary and secondary influence, self-efficacy, and habit significantly predicted Facebook “ like” continuation intention. Furthermore, self-efficacy and habit significantly predicted the game mechanics of “ like.” Different theoretical and practical implications of the study are presented and discussed in light of prior information systems literature.

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Section: Discussionsupporting

confidence: 91%

Rationale for “Liking” on Social Networking Sites

Dhir

Khalil

Kaur

et al. 2018

Social Science Computer Review

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“…These theoretical frameworks have been mainly used for quantitative investigation of different aspects of user behavior related to online social media brand communities. For example, studies have been conducted on brand loyalty (e.g., Laroche, Habibi, Richard, & Sankaranarayanan, 2012;Kang, Tang, & Fiore, 2014), brand trust (Habibi et al, 2014a), loyalty to online social media brand communities (e.g., Lin & Lu, 2011;Ho, 2014), satisfaction (Gummerus, Liljander, Weman, & Philström, 2012), brand experience (Chen, Papazafeiropoulou, Chen, Duan, & Liu, 2014), word-of-mouth (Chen et al, 2014), intention to join (Muk & Chung, 2014), consumer engagement (e.g., Zheng, Cheung, Lee, & Liang, 2015), and purchase behavior (Ho, 2014). Prior research has concluded that online social media brand communities have a positive influence on user behavior.…”

Section: Online Social Media Brand Communitiesmentioning

confidence: 99%

“…. The use of online social media is also affecting the functioning of organizations (Cvijikj & Michahelles, 2013;Muk & Chung, 2014). One major positive impact of online social media on organizations is that they enable those organizations to establish easy access to their customer base across geographic boundaries (Jung, Kim, & Kim, 2014;Kaur, 2016a;Kaur, 2016b).…”

mentioning

confidence: 99%

Why people use online social media brand communities

Kaur

Dhir²,

Rajala³

et al. 2018

OIR

149

122

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The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the present study investigates the epistemic, emotional, and social values that influence users' intention to continue using an online social media brand community. Moreover, the study also investigates the differences in the influence of the investigated constructs and users' various activity levels. Design/methodology/approach The study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community was accomplished using structural equation modelling. Findings The study findings revealed that emotional and social values exert partial influence in predicting users' intention to continue using online social media brand communities. In particular, social enhancement and playfulness predict users' continuation intentions. Moreover, the results show that the influence of the investigated constructs (except playfulness) is consistent across users with various activity levels in online social media brand communities. Research limitations/implications These findings pave the way for further theoretical and practical considerations of the role of consumption values in resolving challenges of user participation and retention. However, there are still some open gaps concerning the generalizability of the findings as well as other factors that could Page 1 of 34 Online Information Review 2 potentially influence the user intentions. Future studies should validate our findings by recruiting diverse users in terms of their age and cultural background. Practical implications The study findings are of special relevance for the service operators interested in practicing usercentric innovation. Moreover, the findings can help online social media brand community managers to kick start user-centric innovation activities in their community. Originality/value The study provides a novel perspective on the challenges of assessing users' consumption behavior. The perceived values have been conceptualized using the constructs of social influence, problem solving, playfulness, social enhancement, and social interaction.

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“…In other studies, Gensler, Völckner, Liu-Thompkins, and Wiertz (2013) and Sashi (2012) highlighted that communities formed on social media through conversations and dispersed of information help build brand credibility and reputation. Several studies mentioned about how customers utilised social media to interact with companies and their brands such as the usage of Facebook pages to demonstrate customer engagement (Gironda & Korgaonkar, 2014;Muk & Chung, 2014), customer retweet behaviour (Kim, Sung, & Kang, 2014) and consumer-generated brand content across Facebook, YouTube and Twitter platforms (Smith, Fischer, & Yongjian, 2012). Some studies have examined the relationship between social media and brands.…”

Section: Social Media and Brands Managementmentioning

confidence: 99%

Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Ibrahim

Wang

Bourne

2017

Computers in Human Behavior

117

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Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers' engagement with the online brand communities on users' perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using the collected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers' engagement with social media users have a significant impact on their sentiments. Based on our results, we derived several important managerial and practical implications.

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Driving Consumers to Become Fans of Brand Pages: A Theoretical Framework

Cited by 31 publications

References 25 publications

Rationale for “Liking” on Social Networking Sites

Rationale for “Liking” on Social Networking Sites

Why people use online social media brand communities

Exploring the effect of user engagement in online brand communities: Evidence from Twitter

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