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

See all articles by Benedikt Jahn

Benedikt Jahn

Ludwig Maximilian University of Munich

Werner H. Kunz

University of Massachusetts

Date Written: March 24, 2014

Abstract

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

Suggested Citation

Jahn, Benedikt and Kunz, Werner H., A Brand Like a Friend - The Influence of Customer Engagement with Social Media Brand Pages on Brand Relationships and Loyalty Intentions (March 24, 2014). Available at SSRN: https://ssrn.com/abstract=2413909 or http://dx.doi.org/10.2139/ssrn.2413909

Benedikt Jahn

Ludwig Maximilian University of Munich ( email )

Ludwigstrasse 28 RG/4
Munich, Munich 80539
Germany

Werner H. Kunz (Contact Author)

University of Massachusetts ( email )

M-5-213 – 100 Morrissey Boulevard
Boston, 02125
United States

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