The Economic Benefit of Fans of Luxury Fashion Brand Pages on Facebook

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F17%3A00004583" target="_blank" >RIV/46747885:24310/17:00004583 - isvavai.cz</a>

Výsledek na webu

<a href="http://ibima.org/conference/30th-ibima-conference/" target="_blank" >http://ibima.org/conference/30th-ibima-conference/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Economic Benefit of Fans of Luxury Fashion Brand Pages on Facebook

Popis výsledku v původním jazyce

This article focuses on Facebook, specifically on the company pages of luxury fashion brands. The aim of the article is to find out why the users of this social network add luxury company pages and whether the fans of these pages constitute an economic benefit for companies. A quantitative survey was conducted using an online questionnaire sent via Facebook. Five hundred fifty-four Facebook users from the Czech Republic participated in the survey. The data obtained were analysed using exploratory factor analysis, ANOVY and the verbal variability independence test. The results showed that up to 70 % of luxury brand customers with Facebook accounts added company pages. The reason for adding the pages is, in particular, the opportunity to become a part of the luxury brand community and also to get the latest information on brands and upcoming collections. Additionally, it was found that fans of company pages are more likely to buy and spend more money than customers who have not added a company page. Thanks to this information, we can recommend that companies set up a company Facebook page and regularly communicate with their fans.

Název v anglickém jazyce

The Economic Benefit of Fans of Luxury Fashion Brand Pages on Facebook

Popis výsledku anglicky

This article focuses on Facebook, specifically on the company pages of luxury fashion brands. The aim of the article is to find out why the users of this social network add luxury company pages and whether the fans of these pages constitute an economic benefit for companies. A quantitative survey was conducted using an online questionnaire sent via Facebook. Five hundred fifty-four Facebook users from the Czech Republic participated in the survey. The data obtained were analysed using exploratory factor analysis, ANOVY and the verbal variability independence test. The results showed that up to 70 % of luxury brand customers with Facebook accounts added company pages. The reason for adding the pages is, in particular, the opportunity to become a part of the luxury brand community and also to get the latest information on brands and upcoming collections. Additionally, it was found that fans of company pages are more likely to buy and spend more money than customers who have not added a company page. Thanks to this information, we can recommend that companies set up a company Facebook page and regularly communicate with their fans.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 30th International Business Information Management Association Conference

ISBN

978-0-9860419-9-0

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

394-404

Název nakladatele

International Business Information Management Association

Místo vydání

Madrid

Místo konání akce

Madrid

Datum konání akce

1. 1. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000443640500038