Digitální knihovnaUPCE
 

Determinants of customer engagement on Facebook brand pages

ČlánekOtevřený přístuppeer-reviewedpublished
Náhled

Datum publikování

2018

Vedoucí práce

Oponent

Název časopisu

Název svazku

Vydavatel

Univerzita Pardubice

Abstrakt

Social media such as Facebook, Twitter, Youtube or Wikipedia have become an important element of the communication mix in a number of organizations. A subcategory of Social media is social networks where both customers and businesses can upload their own digital content. The massive amount of this content has to be filtered in some way. The usual and logical choice is the engagement of users as the decisive factor. Content that has the most interaction is also visible to other network members. Therefore, customer engagement on the social network has not only marketing but also technical benefits. This study aims to identify the determinants of customer engagement on Facebook brand pages using a questionnaire survey on a representative sample of 454 Czech Facebook users. The theoretical model was based on Functional, Hedonic and Social Values which were introduced as determinants of Customer engagement. Structural equation modelling methods were used to identify a possible relationship between latent constructs. The final verified model identified Hedonic and Social value as determinants of Customer engagement on social network Facebook.

Rozsah stran

p. 127 - 138

ISSN

1211-555X (Print)
1804-8048 (Online)

Trvalý odkaz na tento záznam

Projekt

Zdrojový dokument

Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 44/2018

Vydavatelská verze

Přístup k e-verzi

open access

Název akce

ISBN

Studijní obor

Studijní program

Signatura tištěné verze

Umístění tištěné verze

Přístup k tištěné verzi

Klíčová slova

brand, customer engagement, Facebook, social media, social networks

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Review

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