Earticle

초록

영어

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.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Literature Review
  2.1. Social Marketing and Virtual Brand Community
  2.2. Fan Participation
 Ⅲ. Hypotheses Development
  3.1. Antecedents of Fan Participation
  3.2. Outcomes of Fan Participation
 Ⅳ. Research Methodology
  4.1. Measurement Development
  4.2. Data Collection
 V. Results
  5.1. Reliability and Validity
  5.2. Hypotheses Test
 VI. Discussion and Implications
  6.1. Interpretation of the Results
  6.2. Theoretical Implications
  6.3. Practical Implications
  6.4. Limitations and Future Research Directions
 
  Measurement of Research Variables

저자

• Liguo Lou [ Ph.D. candidate, E-commerce Interdisciplinary Department, Chonnam National University, Korea ]
• Joon Koh [ Professor, College of Business Administration, Chonnam National University, korea ] Corresponding author

참고문헌