FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00011021" target="_blank" >RIV/47813059:19520/17:00011021 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES
Original language description
Social networks provided companies with the possibility to nurture interactive communication with customers. The key determinant of success in organic reach on social networks is customer's engagement. The question is, what causes intensive usage and engagement on brand fan pages on Facebook. Functional and hedonic determinants exist. Functional value means that the consumer perceives content on the brand page as helpful, useful and practical. Alternatively, hedonic value consists aspects such as fun, excitement or entertainment. The whole model would not be completed without the consequence of engagement which is intentional brand loyalty. To answer the research question, quantitative survey research strategy was used to collect data from a representative sample of 454 respondents with the aim to validate the model. Results showed statistically significant correlations between all constructs. Thus, there are practical implications of presented findings in the conclusion
Czech name
—
Czech description
—

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from International Scientific Conference 7th - 8th November 2017 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic
ISBN
978-80-8105-918-6
ISSN
—
e-ISSN
—
Number of pages
10
Pages from-to
310-319
Publisher name
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
Place of publication
Smolenice
Event location
Smolenice
Event date
Nov 7, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—

Similar results(10)