A Brand Like a Friend - The Influence of Customer Engagement with Social Media Brand Pages on Brand Relationships and Loyalty Intentions
43 Pages Posted: 26 Mar 2014 Last revised: 13 Jan 2017
Date Written: March 24, 2014
Social media have radically changed communication behavior and created new means to manage customer relationships. In particular, brand pages on social media platforms grant companies opportunities to contact and engage with existing and potential customers. However, it is unclear if social media brand pages have a measurable effect on the brands they promote. This article proposes a conceptual framework of customer engagement on social media brand pages and analyzes its effects on customer-brand relationships using several empirical studies. The results reveal differential effects of passive and active participation on brand loyalty and word-of- mouth, mediated by brand attachment. Perceived interactivity on social media brand pages serves as a partial moderator. The findings indicate that marketing managers should invest in social media brand pages and engage their fan base to build and maintain their customer bonds.
Keywords: customer engagement, social media, brand page, customer-brand relationship, brand attachment
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