Exploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pages

2.50
Hdl Handle:
http://hdl.handle.net/10547/332863
Title:
Exploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pages
Authors:
Chen, Hsin; Papazafeiropoulou, Anastasia; Chen, Ta-Kang; Duan, Yanqing; Liu, Hsiu-Wen
Abstract:
Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM). Design/methodology/approach – The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected. Findings – The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM. Research limitations/implications – The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame. Originality/value – The study’s contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook. Keywords Marketing, Facebook, Virtual community, Extrinsic motivations, Intrinsic motivations Paper type Research paper
Affiliation:
University of Bedfordshire
Citation:
Chen, H. Papazafeiropoulou, A., Chen, T., Duan, Y., Liu, H. (2014) 'Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages', Journal of Enterprise Information Management, 27 (5) pp.576 - 598
Publisher:
Emerald
Journal:
Journal of Enterprise Information Management
Issue Date:
2014
URI:
http://hdl.handle.net/10547/332863
DOI:
10.1108%2FJEIM-05-2013-0019
Additional Links:
http://www.emeraldinsight.com/doi/full/10.1108/JEIM-05-2013-0019
Type:
Article
Language:
en
ISSN:
1741-0398
Appears in Collections:
Business and Information Systems Research Centre (BISC)

Full metadata record

DC FieldValue Language
dc.contributor.authorChen, Hsinen
dc.contributor.authorPapazafeiropoulou, Anastasiaen
dc.contributor.authorChen, Ta-Kangen
dc.contributor.authorDuan, Yanqingen
dc.contributor.authorLiu, Hsiu-Wenen
dc.date.accessioned2014-10-17T10:22:42Z-
dc.date.available2014-10-17T10:22:42Z-
dc.date.issued2014-
dc.identifier.citationChen, H. Papazafeiropoulou, A., Chen, T., Duan, Y., Liu, H. (2014) 'Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages', Journal of Enterprise Information Management, 27 (5) pp.576 - 598en
dc.identifier.issn1741-0398-
dc.identifier.doi10.1108%2FJEIM-05-2013-0019-
dc.identifier.urihttp://hdl.handle.net/10547/332863-
dc.description.abstractPurpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM). Design/methodology/approach – The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected. Findings – The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM. Research limitations/implications – The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame. Originality/value – The study’s contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook. Keywords Marketing, Facebook, Virtual community, Extrinsic motivations, Intrinsic motivations Paper type Research paperen
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://www.emeraldinsight.com/doi/full/10.1108/JEIM-05-2013-0019en
dc.subjectmarketingen
dc.subjectFacebooken
dc.subjectvirtual communityen
dc.subjectextrinsic motivationsen
dc.subjectintrinsic motivationsen
dc.subjectmotivationen
dc.titleExploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pagesen
dc.typeArticleen
dc.contributor.departmentUniversity of Bedfordshireen
dc.identifier.journalJournal of Enterprise Information Managementen
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