2017
FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES
KLEPEK, MartinZákladní údaje
Originální název
FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES
Autoři
KLEPEK, Martin (203 Česká republika, garant, domácí)
Vydání
Smolenice, Conference Proceedings from International Scientific Conference 7th - 8th November 2017 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic, od s. 310-319, 10 s. 2017
Nakladatel
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
Další údaje
Jazyk
angličtina
Typ výsledku
Stať ve sborníku
Obor
50204 Business and management
Utajení
není předmětem státního či obchodního tajemství
Forma vydání
elektronická verze "online"
Kód RIV
RIV/47813059:19520/17:00011021
Organizační jednotka
Obchodně podnikatelská fakulta v Karviné
ISBN
978-80-8105-918-6
Klíčová slova anglicky
Brand loyalty; Consumer engagement; Facebook; Social media; Social networks.
Změněno: 7. 2. 2020 10:58, RNDr. Daniel Jakubík
Anotace
V originále
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