Relationship building through Facebook brand pages: The multifaceted roles of identification, satisfaction, and perceived relationship investment

Bastian Popp, Bradley Wilson, Chris Horbel, Herbert Woratschek

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Social media offers significant scope for consumer engagement and brand building. This paper adds to the extant literature by developing an integrative framework of key drivers of consumer-brand relationships in Facebook brand pages (FBP) including different targets of identification and perceived relationship investment. The empirical study confirms that consumer identification with the FBP, identification with other FBP users, and satisfaction with the FBP significantly influence loyalty towards the FBP. The perceived level of a brand’s investment in the relationship with the consumer both directly influences FBP loyalty and moderates key relationships. Overall, the results provide managerial guidance to strengthen the FBP and consumer-brand relationships by devoting resources and implementing suitable tactics. Our findings highlight that a large portion of business success may be beyond managers’ direct control, and is dependent on non-paying customers who use the FBP, thus influencing holistic brand meaning.

Original languageEnglish
JournalJournal of Strategic Marketing
Volume24
Issue number3-4
Pages (from-to)278-294
ISSN0965-254X
DOIs
Publication statusPublished - 2016

Keywords

  • Facebook brand pages
  • consumer identification
  • customer satisfaction
  • loyalty
  • perceived relationship investment
  • social media

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