Consumer brand engagement in social networking sites and its ...

Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation and engagement. The aim of this research it to identify the determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the uses and gratification theory (UGT), social influence theory and technology adoption models to explain why consumers are engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media evaluation tool. The second part of the study used an online questionnaire to conduct empirical research, and collected and analyzed data of 334 respondents using SEM. The finding shows computer, mobile and airlines brand categories exhibits higher engagement rate compared

30 Nov 2019 ... The data about Facebook brand page activities of 100 brands were collected using ... Customer engagement in a facebook brand community.

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