Determinants of customer engagement on Facebook brand pages
ČlánekOtevřený přístuppeer-reviewedpublishedSoubory
Datum publikování
2018
Autoři
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)
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