Year: 2018
Type: article
Study design: Observational Study
Abstract: Social media such as Facebook, Twitter, Youtube or Wikipedia have \nbecome an important element of the communication mix in a number of \norganizations. A subcategory of Social media is social networks where both \ncustomers and businesses can upload their own digital content. The massive amount \nof this content has to be filtered in some way. The usual and logical choice is the \nengagement of users as the decisive factor. Content that has the most interaction is \nalso visible to other network members. Therefore, customer engagement on the \nsocial network has not only marketing but also technical benefits. This study aims to \nidentify the determinants of customer engagement on Facebook brand pages using a \nquestionnaire survey on a representative sample of 454 Czech Facebook users. The \ntheoretical model was based on Functional, Hedonic and Social Values which were \nintroduced as determinants of Customer engagement. Structural equation modelling \nmethods were used to identify a possible relationship between latent constructs. The \nfinal verified model identified Hedonic and Social value as determinants of Customer \nengagement on social network Facebook.
Author: Martin Klepek
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2908813617