Exploring the Motives of User’s Active Participation and its Relationships with Brand Commitment on Social Network Site：An Example of Facebook Fan Page
Date Issued
2014
Date
2014
Author(s)
Lee, Yi-Jing
Abstract
Establishing and promoting customer''s brand commitment is already a major strategy for many enterprises. With the rapid rise of social media, more and more enterprises begin to use social media identity, such as the Facebook official brand fan page to promote interaction and communication with customers, enhancing affective connection between customers and brand. Facebook fan page is an example of online brand community based on social networks. And member’s active participation is an important key to successful brand community. So this study learns from two theories about relationship: social exchange theory and interpersonal attraction model, combined with two affective factors of brand commitment: brand trust and brand relationship satisfaction, trying to construct a theoretical model to explore the customer’s motives to participate in brand community actively in the social media context and its relationships with brand commitment.
This study used a questionnaire survey with a total of 246 valid questionnaires were collected. The empirical research finds that the active participation can indeed enhance brand commitment through brand trust and brand relationship satisfaction, and active participation is mainly influenced by customer’s perceived relationship rewards for interaction with brand. Visual appeal, relationship compatibility and relationship receptiveness are the significant factors of perceived relationship rewards. In the whole, some implications for researchers and practitioners are provided.
Subjects
社群網站
Facebook
品牌社群
積極參與
品牌承諾
Type
thesis
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