Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Enhancing Fan Participation in Social Media Based Virtual Brand Communities: The Case of Like, Comment, and Share Activities

  • Liguo Lou (E-commerce Interdisciplinary Department, Chonnam National University) ;
  • Joon Koh (College of Business Administration, Chonnam National University)
  • Received : 2017.03.06
  • Accepted : 2017.04.03
  • Published : 2017.03.31
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Abstract

The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.

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References

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