Say yes to Facebook and get your customers involved! Relationships in a world of social networks

The Impact of Social Media Engagement Metrics on Purchase Intention: A Study on Brand Fan Page Followers

“…Review of the literature shows that many research conducted on identifying factors of fan page content popularity [12]; purchase intention in social sites; the importance of fan page [18]; and fan page engagement [28] [50]; the effect of the contents of Fan pages on online engagement [31][52] [46]; consumers drive or motivations to engage on the Facebook page of the brands [43][32], strategy to engage consumers in fan page or social media [21][26] [51], and discovering significant drivers of customer loyalty to social media or fan pages [2][39] [19]. Limited researches were conducted on following/liking fan pages and its impact on brand loyalty, awareness, and customer relationships [6] [9].…”

“…Fan page engagement construct comprise of thirteen self-administered items. The items were generated according to previous studies [18][28], while Purchase Intention comprises of six items adopted from previous study [6][3] (Appendix 1).…”

A Framework for Categorizing Social Media Posts

“…Brand pages are constituted by a community of consumers, customers, brand fans, influencers, employees and other stakeholders who voluntarily subscribe to the brand's updates (Pereira et al, 2014;Zaglia, 2013). Consumers who like/follow a brand page expose themselves not only to the focal brand's regular communications but also to other consumers' comments, reactions and fan posts.…”

“…Social media marketing creates an unprecedented scale to reach a large number of people, interact with them and leverage their voices for greater marketing impact (Lipsman et al, 2012;Pereira et al, 2014). A purposive application of social media enable marketers to manage customer relationships, promote their brands, educate and entertain customers and influence their purchase decisions (Mangold & Faulds, 2009).…”

“…Social media marketing is defined as "the utilization of social media technologies, channels, and software to create, communicate, deliver and exchange offerings that have value for an organization's stakeholders" (Tuten & Solomon, 2015, p. 21). Social media marketing involves harnessing the interactive and networking capabilities social media channels for marketing purposes (Pereira, de Fátima Salgueiro, & Mateus, 2014).…”