Building Relationships Through Customer Engagement In Facebook Brand Pages

<jats:sec> <jats:title content-type="abstract-subheading">purpose</jats:title> <jats:p>social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the <a title='view latest articles in this topic' href='javascript:void(0)'>marketing strategy</a> across diverse industries. hence, the purpose of this paper is to provide a framework for building relationships through customer engagement in facebook brand pages (fbps).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">design/methodology/approach</jats:title> <jats:p>using a sample of 327 undergraduate facebook users in sri lanka, the <a title='view latest articles in this topic' href='javascript:void(0)'>conceptual model</a> of the study depicting relationships between eight latent constructs, is tested using <a title='view latest articles in this topic' href='javascript:void(0)'>structural equation modeling</a> (sem) in amos 21 statistical software.</jat

Relationship Quality · Customer Engagement · Brand Experience · Brand Community · Brand Communities.

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