Exploring Customer Loyalty to Fashion Brands on Facebook Fan Pages

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F18%3A00004415" target="_blank" >RIV/46747885:24310/18:00004415 - isvavai.cz</a>

Výsledek na webu

<a href="https://dspace.tul.cz/bitstream/handle/15240/22796/EM_1_2018_14.pdf?sequence=1&isAllowed=y" target="_blank" >https://dspace.tul.cz/bitstream/handle/15240/22796/EM_1_2018_14.pdf?sequence=1&isAllowed=y</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2018-1-014" target="_blank" >10.15240/tul/001/2018-1-014</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Exploring Customer Loyalty to Fashion Brands on Facebook Fan Pages

Popis výsledku v původním jazyce

This article addresses the subject of building fan loyalty to company Facebook pages. Customer loyalty is a key prerequisite for a company’s success in today’s globalised world. Companies now use Facebook extensively to communicate with existing and potential customers. The aim of this article is to determine whether Facebook can be used to build customer loyalty to fan pages and whether this loyalty has an impact on loyalty to promoted brands. The research focused on the Facebook fan pages of high street fashion brands (e.g. H&M, C&A and Orsay) and their fans. Research of the literature was used to posit a theoretical model of fan loyalty to Facebook fan pages in connection with loyalty to clothing brands. This model was tested with the statistical method known as structural equations modelling (SEM). The research involved 292 respondents over the age of 18 who have liked at least one high street fashion fan page on Facebook. The results confirmed the validity of the proposed model. It was found that loyalty to the fan page is built through trust and satisfaction with the fan page. It was also demonstrated that loyalty to the fan page has a positive impact on loyalty to clothing brands. Both “loyalties” in this model were measured using the second-order method, which includes both behavioural and attitudinal loyalty. It can therefore be said that communication from companies builds a positive relationship with the fan page / clothing rands and also increases the future frequency of page visits and purchases of branded clothes. Hence, Facebook can be deemed an effective tool for building loyalty.

Název v anglickém jazyce

Exploring Customer Loyalty to Fashion Brands on Facebook Fan Pages

Popis výsledku anglicky

This article addresses the subject of building fan loyalty to company Facebook pages. Customer loyalty is a key prerequisite for a company’s success in today’s globalised world. Companies now use Facebook extensively to communicate with existing and potential customers. The aim of this article is to determine whether Facebook can be used to build customer loyalty to fan pages and whether this loyalty has an impact on loyalty to promoted brands. The research focused on the Facebook fan pages of high street fashion brands (e.g. H&M, C&A and Orsay) and their fans. Research of the literature was used to posit a theoretical model of fan loyalty to Facebook fan pages in connection with loyalty to clothing brands. This model was tested with the statistical method known as structural equations modelling (SEM). The research involved 292 respondents over the age of 18 who have liked at least one high street fashion fan page on Facebook. The results confirmed the validity of the proposed model. It was found that loyalty to the fan page is built through trust and satisfaction with the fan page. It was also demonstrated that loyalty to the fan page has a positive impact on loyalty to clothing brands. Both “loyalties” in this model were measured using the second-order method, which includes both behavioural and attitudinal loyalty. It can therefore be said that communication from companies builds a positive relationship with the fan page / clothing rands and also increases the future frequency of page visits and purchases of branded clothes. Hence, Facebook can be deemed an effective tool for building loyalty.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název periodika

E M Ekonomie a Management

ISSN

1212-3609

e-ISSN

—

Svazek periodika

21

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

18

Strana od-do

206-223

Kód UT WoS článku

000429786100014

EID výsledku v databázi Scopus

2-s2.0-85045032140