FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

FACEBOOK FAN PAGE ENGAGEMENT ANTECEDENTS AND CONSEQUENCES

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

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e-ISSN

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Počet stran výsledku

10

Strana od-do

310-319

Název nakladatele

Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia

Místo vydání

Smolenice

Místo konání akce

Smolenice

Datum konání akce

7. 11. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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