2024-03-29T01:46:11Zhttp://uvadoc.uva.es/oai/requestoai:uvadoc.uva.es:10324/387122021-06-23T11:41:59Zcom_10324_1180com_10324_931com_10324_894col_10324_1375
00925njm 22002777a 4500
dc
Gutiérrez Cillán, Jesús
author
Camarero Izquierdo, María Carmen
author
San José Cabezudo, Rebeca
author
2017
Creating and developing a firm-hosted virtual brand community forms part of a rela-tionship marketing strategy; therefore, it makes sense to evaluate its effectiveness in termsof relational outcomes. In an attempt to know how marketers can foster the relationship withthe brand through virtual communities, we posit and estimate a model of relational efficacyfor a firm-managed Facebook brand page (FBP) in which the brand posts created by the firminfluence the behavioural engagement of individual users through the utilitarian and hedonicvalues derived from their interactive experiences within the FBP. The findings highlight thatinformation posts stimulate user behavioural engagement through the utilitarian experientialroute. Aside from any experiential route and adopting a more direct path, interaction posts arethe main drivers of engagement behaviour. Image posts contribute towards the perception ofutility, but in no way affect engagement. Finally, in order to gain a deeper insight, we explorethe moderating effect of user brand purchase intensity on the relations posited in the model.
Business Research Quarterly, October–December 2017, Vol. 20, Issue 4, Pages 258-274
2340-9436
http://uvadoc.uva.es/handle/10324/38712
10.1016/j.brq.2017.06.001
258
4
274
BRQ Business Research Quarterly
20
Facebook
Gestión de empresas - Innovaciones tecnológicas
Marketing en Internet
How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation