Earticle

초록

영어

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes “the means” by which to achieve the result (“the end”) of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a “means–ends” framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Conceptual Background
2.1. Customer Engagement and Brand Page Engagement
2.2. Conceptual Framework and Customer Value Theory
Ⅲ. Research Model and Hypotheses
Ⅳ. Research Methodology
Ⅴ. Data Analysis and Results
5.1. Instrument Validation
5.2. Hypotheses Testing
Ⅵ. Discussion and Implications
6.1. Discussion of Findings
6.2. Limitations and Future Research
6.3. Implications for Research
6.4. Implications for Practice

 Measurement Instrument

저자

• So-Hyun Lee [ Research Professor, Graduate School of Information, Yonsei University, Korea ]
• Hee-Woong Kim [ Professor, Graduate School of Information, Yonsei University, Korea ] Corresponding Author

참고문헌