Zdrojový dokument:Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 44/2018
ISSN:1211-555X (Print)
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.