Detailed Information on Publication Record
2017
FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES
KLEPEK, MartinBasic information
Original name
FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES
Authors
KLEPEK, Martin (203 Czech Republic, guarantor, belonging to the institution)
Edition
Smolenice, Conference Proceedings from International Scientific Conference 7th - 8th November 2017 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic, p. 310-319, 10 pp. 2017
Publisher
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
Other information
Language
English
Type of outcome
Stať ve sborníku
Field of Study
50204 Business and management
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
electronic version available online
RIV identification code
RIV/47813059:19520/17:00011021
Organization unit
School of Business Administration in Karvina
ISBN
978-80-8105-918-6
Keywords in English
Brand loyalty; Consumer engagement; Facebook; Social media; Social networks.
Změněno: 7/2/2020 10:58, RNDr. Daniel Jakubík
Abstract
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