KLEPEK, Martin. FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES. Online. In 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, 2017, p. 310-319. ISBN 978-80-8105-918-6.
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Basic 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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
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.
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:58.
Abstract
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
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