Linking Customer Motivations to Customer Engagement in Fashion Facebook Brand Pages

Abstract

This study aims to analyse the effects of customer motivations, namely information motive, entertainment motive, and social interaction motive on different dimensions of customer engagement (cognition, affection, and activation) in the context of Fashion Facebook Brand Pages (FFBPs). The data were collected from a convenience sample of 258 undergraduates in Sri Lanka using a printed and an online questionnaire and they were analysed using SPSS 21.0 and AMOS 21.0. The data analysis revealed that information motive had effects on cognition and affection whilst no effect on activation. In terms of influence of entertainment motive on customer engagement, the study found that entertainment was positively related to cognition and activation. However, there was no effect from entertainment motive to affection in the realm of FFBPs. Interestingly, the results highlighted that the social interaction motive was positively related to all three dimensions of customer engagement. The novelty of this paper is that, according to Uses & Gratifications (U&G) theory, the study develops a conceptual model integrating customer motivations and different components of customer engagement in the context of FFBPs.