Por favor, use este identificador para citar o enlazar este ítem:http://uvadoc.uva.es/handle/10324/38712
Título
How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation
Año del Documento
2017
Editorial
Elsevier
Descripción
Producción Científica
Documento Fuente
Business Research Quarterly, October–December 2017, Vol. 20, Issue 4, Pages 258-274
Résumé
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.
Materias (normalizadas)
Facebook
Gestión de empresas - Innovaciones tecnológicas
Marketing en Internet
Materias Unesco
5311.05 Marketing (Comercialización)
ISSN
2340-9436
Revisión por pares
SI
Patrocinador
Ministerio de economía y competitividad
(proyecto ECO2012-36275)
Idioma
eng
Tipo de versión
info:eu-repo/semantics/acceptedVersion
Derechos
openAccess
Aparece en las colecciones
Fichier(s) constituant ce document
![Attribution-NonCommercial-NoDerivatives 4.0 Internacional](/themes/Mirage2//images/creativecommons/cc-by-nc-nd.png)