Consumer brand engagement in social networking sites and its effect on brand loyalty

Abstract

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 to retail, electronics and restaurants brands. The information seeking is the key determinant for consumers’ engagement behavior in brand pages. Social influence and economic benefits also found to stimulate the participation of consumers on social networking sites. The results also show that there is a strong relationship between engagement and brand loyalty. This study provides a new framework to understand consumer brand engagement behavior in social networking sites like Facebook.

Keywords

• consumer engagement
• social networking sites
• social media
• facebook brand pages
• brand loyalty
• online brand community
• uses and gratification theory
• information seeking