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@inproceedings{36021,
author = {Klepek, Martin},
address = {Smolenice},
booktitle = {Conference Proceedings from International Scientific Conference 7th - 8th November 2017 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic},
keywords = {Brand loyalty; Consumer engagement; Facebook; Social media; Social networks.},
howpublished = {elektronická verze "online"},
language = {eng},
location = {Smolenice},
isbn = {978-80-8105-918-6},
pages = {310-319},
publisher = {Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia},
title = {FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES},
year = {2017}
}
TY - JOUR
ID - 36021
AU - Klepek, Martin
PY - 2017
TI - FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES
PB - Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
CY - Smolenice
SN - 9788081059186
KW - Brand loyalty
KW - Consumer engagement
KW - Facebook
KW - Social media
KW - Social networks.
N2 - Social networks provided companies with the possibility to nurture interactive communication with customers. The key determinant of success in organic reach on social networks is customer's engagement. The question is, what causes intensive usage and engagement on brand fan pages on Facebook. Functional and hedonic determinants exist. Functional value means that the consumer perceives content on the brand page as helpful, useful and practical. Alternatively, hedonic value consists aspects such as fun, excitement or entertainment. The whole model would not be completed without the consequence of engagement which is intentional brand loyalty. To answer the research question, quantitative survey research strategy was used to collect data from a representative sample of 454 respondents with the aim to validate the model. Results showed statistically significant correlations between all constructs. Thus, there are practical implications of presented findings in the conclusion
ER -
KLEPEK, Martin. FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES. In \textit{Conference Proceedings from International Scientific Conference 7th - 8th November 2017 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic}. Smolenice: Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia. s.~310-319. ISBN~978-80-8105-918-6. 2017.
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